EATALY
(06)
Overview
Eataly required comprehensive support for international expansion across Americas, EMEA, and APAC markets with an integrated, adaptive strategy. The engagement developed and executed omnichannel media plans maximizing digital performance across awareness, traffic, and conversion KPIs while integrating online and offline channels throughout the customer journey across diverse cultural contexts and market maturity levels.
Industry
Retail / Food
Challenge
Eataly's international expansion required localized strategies that maintained brand consistency while adapting to diverse markets and consumer behaviors. Supporting brand expansion across three continents with distinct market dynamics while maximizing both eCommerce and drive-to-store performance presented significant complexity. Integrating digital, radio, DOOH, and local print in a coherent journey while allocating investments based on seasonal moments and target clusters including tourists, residents, and early adopters required sophisticated planning and execution capabilities that could balance global brand consistency with local market relevance.
Impact
The strategy established active, trackable presence across 20+ cities in three continents with +58% increase in average media brand visibility in activated areas. eCommerce grew by +42% in countries with full-funnel strategy implementation, while digital-to-retail conversion increased by +31% in geo-targeted campaigns. Successful proximity marketing and geofencing activations drove measurable physical traffic to store locations, creating a seamless connection between digital awareness and physical experience. The omnichannel approach established Eataly's presence in new markets while maintaining the brand's premium positioning and Italian authenticity across diverse cultural contexts.