Social media for the sustainability-focused food market with an Italian soul
Originally launched as a pop-up during the Milan Expo, Mercato Metropolitano is a vibrant space where everyone shares the same passion for food and social relationships.
First and foremost, it’s a food market with an Italian soul, which offers the best-quality (and therefore tastiest), healthy and natural food prepared and shared with passion by specialist producers from all over the world. But it’s also a strong community hub with regular events and free entertainment, a cinema, a kids’ education area – as well as a hostel and a hydroponic garden!
And when they set up in London in 2016, we stepped in to bring their digital strategy up to speed, take over the management of their main social channels (Facebook, Twitter, Instagram, which had initially been used for the venues in Italy) and take the lead on establishing relationships with key social influencers in Britain’s food and lifestyle scene – all to help spread the word about this fantastic new destination in the heart of Elephant & Castle.
It was a resounding success – with many positive influencer reviews, big steps in year-on-year community growth and millions reached, culminating in a successful equity crowdfunding campaign on Seedrs.
Another key factor here was the geo-social channel strategy – which involved appropriately setting up location profiles across Facebook, Google, TripAdvisor or Foursquare – and then implementing a system for regularly managing reviews and feedback. This has led to over a thousand reviews that average out at over 4.5 stars! Which we can’t take all the credit for, of course…