Treccani

Objective

Treccani, also known as the Istituto dell’Enciclopedia Italiana, is a prestigious Italian publishing house. Founded in 1925, it represents a significant cultural institution in Italy, symbolizing the country’s dedication to the preservation and promotion of knowledge and education.

Treccani partnered with COSMIC since the summer of 2023 to make educational content to reach Gen Z also on TikTok, in order to increase Video Views and Conversion.

Solution

For Treccani, we have a strategy based on:

• Production and editing of creative formats, in order to be recognizable and memorable while using TikTok native language, with a constant posting of 7 contents per month, focusing more on the Italian culture-themed storytelling in 360 º for the formats (for Video Views) and on the products and e-commerce for Conversions
• Community management and social listening in order to see how users respond to the content
• Creators involvement, to optimize the budget and give a lot of focus to the content quality
• Setting up adv campaigns with the goal of increasing video views potentially with people interested in Treccani and of increasing site traffic to drive potential customers on the brand website

We analyzed and reinterpreted the trends of the platform and exploited the comedy TOV so much followed and loved by those who already following Treccani, while maintaining the authority of the brand.