Miscusi, i want pasta now!

WHO IS MISCUSI?

And immediately pasta!

At first, we met Alberto and Filippo and the intuition and hunger did the rest. Our new format had valuable points: Milan, instant fresh pasta and conviviality. The missing link was only one, an impactful Marketing Strategy, something that everyone should have known, appreciated and desired, and here at Brainpull we helped them by bringing Miscusi to be the most famous place in Milan where to eat high quality fresh pasta.

The idea was born by selling the restaurant chains in the world. You will be able to find restaurants that sell hamburgers, those who make pizza, those who make sushi and sashimi. Why is there nobody, around the world, who makes pasta? Yet everyone likes pasta. So we said: let's try!

Alberto Cartasegna, co-founder Miscusi

STRATEGIC AND AL DENTE!

On the hunt for pasta lovers 

There would be no need to look for pasta lovers, everyone loves pasta and only some of us would give up a fresh pasta dish instantly prepared. Our task was to find Pasta Lovers and introduce them to Miscusi, to allow them to join the Miscusi Family and never leave it again.

We studied a Pre-launch Campaign: 5 months before the opening of the first Miscusi restaurant, we started talking about the brand on Facebook and Instagram, raising curiosity and interest behind something that was not yet fully known, but which certainly would have been appreciated.

The second step was to make Miscusi recognizable, actually highly recognizable. Because of this, we thought of a strategic photographic concept that would tell a story yet to be written: we produced Funnel Oriented Content, each of them revealed an ingredient of the dish, a part of this magnificent story that intrigued a vast target audience and not only the Pasta Lovers.

Our challenge was to attract customer for the dinner service and at the end, we managed to overcome this: 70% of the turnover comes during the evening and our customers' target is 80% made up of women.

Filippo Mottolese, co-founder Miscusi

THE RIGHT FORMULA!

When the going gets tough, the campaigns get going! 

The crucial phase of our strategy started as soon Miscusi opened.
In the week following the opening, through coverage campaigns, we made sure that users continued to perceive the virality of the Mixed content, and the interest increased enough to rise sharing rate of posts and advertisements.

Do you think it's over? It is not.
We joined the coverage campaign with a Recall campaign based on a target audience very similar to the one that Miscusi was already attending, thus lowering the CPM by 33%.