Barilla U.S.

Client: Barilla

Agency: VML Atlanta

Challenge: In 2011, Barilla US was just getting it’s footing in the Social Media space.  The iconic pasta brand had a presence on Facebook and Twitter but was looking for more meaningful engagement and growth. They struggled with “what to talk about” beyond product-centric recipes and promotions.

Solution: We helped Barilla US establish a visually-rich and value-centric brand narrative through original content themes (like the 'Barilla Blue' series).  We supported these efforts with ongoing, seasonal promotions, promoted posts, live event integration and partnerships with key influencers and bloggers.  We also developed and maintained a high touch community management strategy that worked closely with the brand’s customer service teams to optimize the online customer experience and increase brand loyalty.  Finally, we expanded Barilla US footprint with the launch of Pinterest and Instagram channels and a content strategy that celebrated the brand’s legacy through food, recipes, cooking tips & culture. 

I love following @BarillaUS. You should follow too. The tweets (and pasta) are great!
— Tweet from a Barilla fan

Results: During the course of our involvement, we saw a 600% increase in Barilla’s Facebook community and a 10% increase on Twitter, with engagement rates spiking as much as 600% during key promotional periods.

Laura was instrumental in designing the strategic plan to launch social media platforms for Barilla U.S.
— Jessica Schank, Digital Marketing and Social Media Lead, Barilla Group