Bloomest

Engaging online users potentially interested in investing in an offline, niche business like a self-service laundry? The challenge proposed by Bloomest immediately intrigued us and required, from the beginning, an in-depth market analysis, continuous dialogue with the client and a very accurate strategy.

For Bloomest, we designed the restyling of the website, combined with a revamped SEO positioning strategy, activated ADV campaigns, drew up an editorial plan for email marketing and social media, and opened a blog to fill a gap in the online information supply on the subject of laundry.

Bloomest is an Italian company based in Perugia, a leader in the self-service laundry sector. It combines Bloomest’s expertise with Miele’s technological leadership in washing systems.

Today, the company has over 850 outlets in Italy and Europe and offers training, consultancy and professional tutoring for those looking to open a self-service laundry, guiding them through every phase of business management.

The brand provides its services throughout Europe, with a particular focus on Italy, Spain and France.

The customer had three objectives:

• Generate quality leads, with a more refined selection of contacts.
• Increase traffic to the website 
• Raise brand awareness, targeting in particular those interested in opening a self-service laundry and the target group of end users.

The first step was to optimise the website for SEO and ADV campaigns, focusing on keywords for organic positioning and for Google Ads.

In parallel, we developed a strategy to improve brand awareness: we had to make the laundries an attractive investment for entrepreneurs. To achieve this, we created a Facebook community of active end-users that was interesting for investors. We devised editorial plans with in-depth multimedia content on relevant topics. More than 90 videos posted on Facebook gained over 2 million views!

Together with the client, we launched a social customer care initiative on Facebook, which immediately generated positive feedback. By analysing the topics that produced the most engagement and comparing them with the online offerings, we realised that an authoritative web channel on the topic of cleaning was missing.

Therefore, we proposed to the client to create a blog in which we could provide useful washing and drying tips to users: Comelavare.com was launched in 2016 and has already collected over 444,583 views since then.