Brand consultancy and digital asset management for Mastellone Hnos

Mastellone Hnos runs a portfolio of brands and platforms: the corporate site, the mass consumption brand, the program aimed at dairy producers and the company intranet.

Auditing a brand and sustaining it are different things, and the first without the second changes nothing: a diagnosis only has value if somebody then executes the improvements and keeps the assets running month after month.

• Scattered brand status: what is said online, how reputation stands and how it compares to the direct competitor.
• Unknown technical health: the sites, their user experience, positioning and authority were unmeasured.
• Operations without continuity: maintaining four platforms and a newsletter cadence takes someone doing it every month.

A report delivered over that set ages before anyone applies it.

The engagement ran on two lines at once: consultancy, which diagnoses, and operations, which executes and sustains.

That way the report stops being a final deliverable and becomes the input for the line doing the work.

Brand status consultancy

• Analysis of the main consumer brand, message construction and review of its application across communication pieces.
• Technical analysis of the web assets, user experience, search positioning and link built authority.
• Channel analysis including social networks and newsletters, and online reputation assessment.
• Comparison against the sector's direct competitor, with an assessment report, suggested improvements and conclusions.

Site improvements

• Restructuring of the product category navigation tree and unique addresses per product.
• Definition of page lifecycles and new relationships between product families.
• Specific content created over a catalog of around one hundred and fifty references, keeping the existing technology.

Continuous operations

• Updates and maintenance of the producer program site, the corporate intranet and the consumer brand site.
• Monthly newsletters: design, layout, send platform management, database segmentation and online reporting.
• Organic positioning and paid search lines sized per site.

Architecture and technology

• Four platforms under management, on each one's existing technology.
• Newsletter platform with database administration and segmentation.

Learn more about digital marketing.

The diagnosis stopped being a document and became the work plan of the line that operates.

Starting point

• Brand status, reputation and technical health of the assets unmeasured.
• Four platforms with no continuous operation sustaining them.

Strategic impact

• Both lines coexist: what consultancy detects, operations executes.
• The catalog of around one hundred and fifty references now has a unique address per product.
• The navigation tree was restructured on the existing technology, without migrating.
• Newsletters were left with monthly cadence, a segmented base and their own reporting.
• The comparison against the direct competitor became a figure in the report rather than an impression.