Onoranze Funebri Giani
Client
Onoranze Funebri Giani
Year
2022
Category
Design
Marketing Strategy
Website
Introduction
Giani Onoranze Funebri, right from the start, gave us very clear instructions on their brand identity: no reference to their services, no reference to their activities, and absolutely, categorically, no mention of death. And here one of our most interesting challenges opened up: creating a brand image for funeral homes without talking about the only thing they do.
Requirement
Giani understood the importance of standing out from the competition and offering an online experience that reflected their reputation for sophistication and attention to detail. The company wanted an approach that was elegant, respectful and conveyed a feeling of comfort and hope.
Social
We have structured Instagram with a series of columns, all aimed at telling not the services, but the history, values and dedication of a family that has been serving the community with delicacy and professionalism for seventy years.
The Facebook page was created to share obituaries and interact with followers, over time it has become a real community, a place of memory and sharing.
Website
For Giani, we designed and developed a website that aims to capture the essence of their business philosophy, reflecting the values of serenity and respect. To achieve this, we chose a sober color scheme, to convey a sense of calm and composure to site visitors.
Every visual aspect of the site has been treated with extreme attention, trying to create a welcoming and reassuring atmosphere for anyone who accesses it, taking inspiration from the interior design work that was applied in Giani’s new funeral home and trying to recreate on it that sense of comfort and tranquility that can be felt inside the physical building.
Results
✔️ First in the area! ️86% coverage percentage on the reference locations.
✔️ A real and active community. The obituaries published on the Facebook page have reached significant impression peaks: over 30k impressions and 25k interactions on a single piece of content. Symptom of a real and active community that needed a meeting and sharing point.
✔️ More important than any KPI, the compliments of the community. Real people, real words, and sincere emotion. This is our greatest satisfaction and our best result.
Ranking
#1
In the reference area.
Engagement rate
2k
Active followers on a daily basis
Record Impressions
30.6k
On a single piece of content
Impression on social media
508k
In the first half of 2023
How we did it
So let’s go back to the heart of the problem: how to popularize content sites and social networks, but without talking about death and funeral services?
Mainly thanks to two key points that we have refined over the years of collaboration with them:
1. A proactive and constant collaboration with the family
The dialogue with Federica, fourth Giani generation, was the element that allowed us to move from a more institutional and formal initial approach to a dimension of real storytelling and sharing.
During our meetings the most unexpected ideas arose. From family stories to professional anecdotes.
From sharing poetry books to industry books. It is precisely thanks to these contaminations that we have created the most recent columns and structured the shootings carried out together over the years.
An effort to enhance the territory
If in the first year of activity we focused on telling the family, the history and the values of their profession,
starting from the second year we have activated a series of columns, #AngoloLetterario, #AngoloArtistico and #UnaStoriaDiStoria,
in which we gave space to artistic figures of the area, often not known or appreciated by the community.
This has allowed us to deal with topics that are always varied and in line with their brand identity, but without falling into repetitiveness.
