INTRODUCTION
BE Ideas developed a strategic communication consultancy and press office project for BIANO.PT, the first marketplace entirely dedicated to the home and decoration sector in Portugal.
The aim of the project was to support the brand’s entry and consolidation in the national market, reinforcing its notoriety among the Portuguese public and establishing solid relationship bases with commercial partners, brands and end customers.
CHALLENGE
Upon entering the Portuguese market, BIANO.PT faced the challenge of making itself known in a competitive and fragmented sector, where credibility and trust are critical factors for the adoption of new digital platforms.
The challenge was:
- present BIANO.PT as a specialized and differentiating marketplace
- communicating investment in the Portuguese market
- strengthen the value proposition with brands, partners and consumers
- generate awareness quickly and effectively through relevant media
COMMUNICATION STRATEGY
The communication strategy defined was based on an approach focused on strategic press relations, articulated between the client, the international partner and BE Ideas, with the aim of maximizing media impact and return.
Main axes of the strategy:
- Clear definition of the key messages associated with BIANO.PT’s entry into Portugal
- Development of a strategic press release, highlighting:
- investment in the domestic market
- the marketplace’s differentiating value proposition
- the references and brands already present on the platform
- Careful selection of media appropriate to the brand’s positioning, in the areas of economy, consumption, home and lifestyle
- Editorial framing of the press release as relevant and newsworthy information for the media
This approach has allowed BIANO.PT to be positioned as a credible and relevant new player in the home decoration sector in Portugal.
RESULTS ACHIEVED
The communication strategy implemented exceeded the objectives set by the client, generating media impact and a direct return for the business.
Results achieved:
- Wide dissemination of the press release in strategic media
- High media reach among the defined target audience
- Generation of concrete contacts from potential partners and those interested in the BIANO.PT platform
- Positive return on investment (ROI), reflected in the commercial interest generated after the campaign
This project demonstrates BE Ideas’ experience in strategic communication, press relations and support for digital platforms entering new markets, with a focus on notoriety, credibility and business impact.