Portfolio
Mobili Bellini
Historic furniture manufacturer in the province of Ferrara
From a local strategy to a national positioning
Our collaboration with Mobili Bellini, a historic furniture manufacturer from the Ferrara region, has lasted for over 15 years. We initiated the partnership with a rebrand and a targeted communication strategy that, within a few years, positioned the company as the absolute point of reference for furnishings in the provinces of Ferrara and surrounding areas.
In parallel, we built the digital presence through blogs and social networks, achieving significant positioning on keywords of national interest. This evolutionary path led the brand to open a vertical e-commerce dedicated to sofas, transforming Mobili Bellini from a provincial store to a solid reality that sells furnishings throughout Italy.
Showcase Website, Strategic Positioning, and Launch of the Vertical E-commerce Platform
The Mobili Bellini website was created as a comprehensive showcase platform, designed to display the extensive range of furniture offered by the manufacturer. Particular focus was given to the Blog and a Landing Page system, which enabled the brand to successfully position itself on some of the most competitive keywords in the sector.
Leveraging this strong organic positioning, the project evolved with the launch of a Shopify e-commerce platform specialized in selling sofas with specific technical features (anti-scratch and stain-resistant), creating a new and profitable national sales channel.
The social strategy of “putting a face to the name”
The digital communication strategy we follow for Bellini has played a crucial role in its expansion. At a time when Facebook was the central channel, we adopted direct communication with the Ferrara public, convincing the owners to “put their face on it” and become the recognizable face of the brand, long before this became a trend in social marketing.
This consumer-centric strategy yielded exceptional results, leading to the progressive expansion of the geographic target. Customers began arriving at the store from provinces and regions previously unreached. Today, the communication is predominantly Instagram-oriented, but the brand retains an immediately recognizable hallmark and boasts an extremely active base of followers, supporting nationwide growth and online sales.
The Blog as a Pillar: Authority, Valuable Content, and SEO Positioning
For years, the Blog has been one of the true cornerstones of Mobili Bellini’s communication. It has allowed the brand to engage authoritatively with its audience and build a solid reputation in the world of furnishings, by providing:
- Decorating ideas and inspiration.
- Insights into new trends.
- Practical advice on furniture maintenance.
Beyond building Brand Authority, the blog served as the essential foundation for an aggressive organic positioning (SEO) strategy, based on targeted keywords, which enabled the brand to reach its current position on a national scale.
