Who is Taffo?
Who says we can’t have a laugh talking about death?
It may sound like a provocation; in reality, this is the hinge around which the communication of the Taffo funeral agency revolves, which has become known to many for the innovative, at times revolutionary, approach that the company has been able to take (and to anticipate) in its communication activities.
An original and ironic formula that exploits the notoriety of relevant events to convey messages that are unequivocally anchored in Taffo’s identity dimension; messages that are also very profound, often carrying potential ‘time bombs’ (!!) due to the force with which they could shock public opinion. Yet Taffo’s communications manage to never fall into irreverence,always proving impactful, credible, compelling. Chapeau.
While social networks, websites and apps are now an integral part of everyone’s daily life, sensitive topics – from politics to health care to remembering loved ones – are also frequently discussed and shared.
Taffo saw this coming and harnessed the power of the web and the viral potential of content to increase awareness of its business. By valorising its own identity heritage, the company manages at the same time to bring users closer to sensitive social issues worthy of great attention, through real collective awareness campaigns.
Communication strategy and objectives
Shaping distinctive, original (and not necessarily ironic!) creative paths capable of fully enhancing the company’s identity heritage is a must to be pursued with the utmost determination.
Success of this nature is supported by a targeted strategy: for the funeral parlour, the main goals were to strengthen brand awareness and increase engagement through – precisely – the creation of awareness campaigns and instant marketing content. Let’s see some of them.
Awareness-raising campaigns
Taffo has always been associated with social issues anddoes not miss the opportunity to convey strong messages through ‘light’, yet profound and important communication.
What does that mean? Let the images speak.
Speeding, drug use, sexually transmitted diseases are topics to which people often pay little attention, partly because of the negative emotion that these topics generate, partly because death is perceived as an event that is still far away, something ‘happening to others’.
Taffo reaches where ‘classic’ awareness campaigns often fall short. Thousands of users follow the Facebook page (more than 150,000 followers) and smile, share, reflect and comment on the published content.
In addition to the value of the message itself, it is important to emphasise the empathic value these messages have, and their ability to connote, in a veiled and sympathetic way, professionalism and corporate ethics.
Instant Marketing
In social media marketing, ‘instant’ creativity is undoubtedly one of the most effective communication formulas. Sticking to trend topic, creating original content related to events of national and international relevance, increases the chances of engaging the user and triggering an immediate reaction.
The start of a TV series, a well-known brand advertisement that has just been launched, a last-minute news item, are ‘hot’ topics that become interesting cues to emphasise one’s brand assets.
Taffo takes his cue from a variety of topics, from the most to the least serious, with awith a goliardic spirit and a tone of voice that have now become a distinctive trademark, capable of making the reading light, amusing and not at all banal, winning over users every time.
How creativity can make a company stand out
Taffo’s campaigns are taken care of by our Roman colleagues at KiRweb, who deserve the credit for being ahead of their time and setting the school of ‘corporate instant marketing’: Taffo’s has become a case study of national relevance, which has helped to exponentially increase the company’s notoriety.
Perhaps when you look at Taffo’s campaigns you only see the creative component. Instead, this case is a demonstration of how strategy and method are inextricably linked to creativity. Understanding the key to generating empathy in the user; identifying solid communication concepts; giving them maximum expression by translating them into correct and effective messages: these are only achievable when the wording of messages is handled in a professional manner.
Shaping distinctive, original (and not necessarily ironic!) creative paths capable of fully enhancing the company’s identity heritage is a must to be pursued with the utmost determination.
