Phase 1: Building the brand
We joined Firezza at an exciting time, as the gourmet pizza startup had established a loyal following in London. It needed to raise itself to the next level through a combined approach, involving marketing, social media and PR. We stepped up to the plate (in the hope of pizza!) and developed a campaign to put the word ‘Firezza’ on every foodie’s lips
- Grow social media community
- Manage social CRM
- Gain high profile media coverage
- Generate influential blog posts
- Drive sales
- Targeted FB ad campaign
- Engaging Social posts & contests
- Rapid response to Social complaints
- Offer promotions amplified on Social channels
- Media liaison & blogger outreach
Phase 2: Relaunch the new Firezza
Firezza was so successful in raising its profile & increasing profits that Pizza Express snapped it up. It was our job to relaunch the brand after significant remodelling, involving a radical menu overhaul. We were also charged with supporting the brand’s rapid expansion outside of London.
- Communicate changes sensitively
- Retain existing customers
- Attract new customers
- Support new branch launches
- Drive sales
- Developed brand voice & message
- Devised extensive FAQ to reassure
- Built new social following in regions
- Drove quality & value credentials
- Trade, local & national media liaison
During the Firezza campaign, the brand evolved at a pace. Our original focus, to improve limited social customer services and social marketing to build an engaged and responsive brand 24/7, was a success. This is shown by huge growth in social communities and engagement.
At the same time, we delivered PR coverage at a local and national level, driving awareness with customers, and turning Firezza into a name synonymous with quality, authentic pizza.
The second phase of the campaign was dominated by a relaunch of Firezza, following acquisition by Pizza Express. A new client team and different ideas demanded adaptability and responsiveness. We found creative ways to solve the age old problem of differentiating a widely available product in an intensely competitive market.
Our work across PR, social media, CRM and copywriting defined the new Firezza and triggered an explosion of interest in the brand.
What the client said…
“Our partnership with Liberate Media was a huge success. They took ownership of our social channels and revolutionised the way we communicated with customers, while engaging a wider audience to massively increase the size of our community. They delivered significant PR coverage from local to national level, driving reviews and wider articles that detailed Firezza’s heritage and approach.”
“The team were in constant contact with our social community, whatever the time or day. They were always responsive to our requests and central to the evolution of our brand when we relaunched in the summer of 2016. Liberate Media are highly experienced in PR, social media outreach, social customer relationship management and copywriting. Their input was invaluable and I recommend Liberate Media highly.”