Prosciutto di San Daniele takes first place in the 2020 digital communication of the main Italian consortia in the food sector. This is attested by a study by First Online – portal specialized in communication analysis, advertising, marketing – which analyzed the major Italian food products: San Daniele DOP ham, Parmigiano Reggiano DOP, Grana Padano DOP, Asiago DOP, Parma ham DOP and Mortadella IGP.
The strategy implemented by the San Daniele Ham Consortium which has favored the promotion and consolidation of brand awareness has in fact recorded a increase of over 55 thousand units in terms of absolute change. In particular, with reference to engagement data, the digital activity on all the Consortium's institutional channels has seen San Daniele position itself in the top 5 players in the food world and take first place in the cured meats section.
The digital performance of the Friulian consortium is noteworthy: during the year that has just ended, a audience of over 81 million people thanks to the activities undertaken on digital channels: 60% with social networks, 26% through engagement initiatives, 10% with influencer marketing activities and the remainder through digital PR activities. Among the main topics dealt with in the communication activities, the following stand out: cuisine and food, nutrition and well-being and insights into the product and its characteristics.
The contents published on the consortium social channels made it possible to reach around 65 million people, obtaining over 286 thousand interactions. 250 San Daniele Boxes were sent to selected Influencers, whose potential audience was over 55 million users. The profiles involved published a total of 564 contents, highlighting the brand to an audience of 13,7 million people.
The Top Influencer campaign, also in collaboration with The Blond Salad by Chiara Ferragni, saw content posts reaching a total of 350.000 people and garnering over 20.000 interactions.
Lastly, the brand's web principals also recorded excellent numbers: the institutional site recorded visits of over 165 thousand unique users, the 'San Daniele Magazine', of which the updated version was released in September, reached over 200 thousand users with 130 published articles.
