Il Quarto Miglio, with a strong presence in the Phlegraean Fields' wine industry, recognized the need to refresh its brand image and strengthen its digital presence to reach a broader and more diverse audience. Hetyna was entrusted with developing and implementing an integrated strategy, including rebranding, digital platform optimization, and effective advertising campaign planning.

Project Objectives

• Revamp the brand image: Create a modern visual identity aligned with the company's values.

• Increase brand awareness: Expand Il Quarto Miglio's visibility both online and offline.

• Boost social media engagement: Grow the follower base and enhance audience interaction.

• Develop an effective e-commerce platform: Build a user-friendly and high-performance online store from scratch.

• Plan effective advertising campaigns: Develop Google Ads and social media strategies to target specific audiences.

Implemented Strategies

Rebranding and New Corporate Image

We launched a comprehensive rebranding process, starting with an analysis of Il Quarto Miglio’s values and mission. The new logo and color palette were carefully chosen to reflect the company’s dedication to native grape varieties and the promotion of the Phlegraean Fields' territory, conveying authenticity and tradition.

Integrated Digital Strategy

• Social Media Marketing: We developed an editorial plan for major social platforms, creating informative and engaging content about the wines, winemaking techniques, and events held at the estate. The goal was to educate the audience and build trust.

• Influencer Collaborations: We identified and partnered with food and wine influencers to promote Il Quarto Miglio’s products, enhancing credibility and reaching new audience segments.

• Content Marketing: We produced SEO-optimized blog articles on viticulture and the winemaking tradition of the Phlegraean Fields, positioning Il Quarto Miglio as an industry reference and improving organic search visibility.

E-commerce Development

To expand the market and offer customers a direct purchasing experience, we developed a custom e-commerce platform for Il Quarto Miglio from the ground up. The website was designed with an intuitive interface and responsive layout, ensuring seamless navigation across all devices. We implemented advanced features, including:

• Detailed Product Catalog: Each wine is showcased with comprehensive product descriptions, including organoleptic characteristics, recommended pairings, and vinification processes.

• Advanced Filtering System: Users can filter products based on various criteria such as wine type, vintage, and price, simplifying the search process.

• Streamlined Checkout Process: We optimized the purchasing journey to minimize steps, improving user experience and increasing conversion rates.

• Integration with Secure Payment Systems: Reliable and widely recognized payment methods were implemented to ensure secure transactions for users.

• SEO Optimization: The website was structured following SEO best practices to enhance search engine visibility and attract qualified organic traffic.

• Online and Offline Advertising Campaigns

• Google Ads: We launched targeted PPC campaigns using strategic keywords to attract users interested in high-quality wines and wine tourism experiences in the Phlegraean Fields.

• Social Media Ads: We designed sponsored ads on Facebook and Instagram, segmenting the audience based on interests, age, and behavior to maximize campaign effectiveness.

• Offline Marketing: We designed promotional materials such as informational brochures and tasting event invitations, distributed at industry fairs, wine shops, and selected restaurants to boost brand awareness in traditional markets.

Results Achieved

• Increased Online and Offline Visibility: The rebranding and integrated marketing strategies significantly boosted Il Quarto Miglio’s brand recognition both digitally and in traditional markets.

• Growth in Online Sales: The launch of the e-commerce platform led to an increase in direct sales, expanding the customer base beyond local boundaries and reaching wine enthusiasts nationwide.

• Enhanced Social Media Engagement: Social media activities resulted in a growing follower base and higher interaction levels, fostering an active and engaged brand community.

• Optimized Return on Advertising Investment: Google Ads and social media campaigns demonstrated an improved cost-to-conversion ratio, proving the effectiveness of the adopted advertising strategies.

Conclusion

The project developed for Il Quarto Miglio highlights the importance of an integrated strategy that encompasses rebranding, digital transformation, and multichannel marketing. The adopted approach not only revitalized the company’s image but also positioned Il Quarto Miglio as a key player in the Phlegraean Fields’ wine industry, ready to tackle future challenges with a solid presence both online and offline.