Gabetti Group
Santandrea Luxury Houses
Year
2019
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The request
Develop a social media communication strategy for Santandrea, the Gabetti Group brand specialising in luxury real estate and the only publicly listed Italian company in this sector with nationwide coverage. Our task was to redefine the brand’s use of social media to effectively coordinate and amplify its messaging across its network.
The challenge
The challenge was to create a storytelling approach that blended classic style with modern language, capable of emotionally resonating with a sophisticated audience. To achieve this, we crafted a communication strategy that not only established the brand’s new identity but also made it recognisable and memorable. Through evolving storytelling, we built a strong digital presence, further amplified by targeted media campaigns, which resulted in significant generation of qualified leads.
The insight
We realised that in order to connect with Santandrea’s target audience, it was essential to evoke the imagery of an exclusive and sophisticated lifestyle in Italy’s most beautiful cities. By incorporating iconic locations, such as the historic Pasticceria Marchesi in Milan, we crafted a visual storytelling experience that allowed potential clients to envision a life of comfort and beauty, anchored in the most captivating places our country has to offer.
The solution
We began with an in-depth study of the target audience and the creation of detailed personas, identifying the values and aspirations of Santandrea’s clientele. From there, we developed a storytelling approach designed not just to inform, but to inspire. To achieve this, we deliberately moved away from conventional photography, opting instead for a unique and elegant illustrative style. This approach, combined with a conversational and friendly tone of voice, helped foster an intimate dialogue with the audience—like speaking to a friend who shares the same passion for beauty. The distinctiveness of the visual presentation, paired with evocative content, made the brand’s communication both memorable and impactful, strengthening Santandrea's position as a leader in the luxury real estate market.
