Context
Granarolo, one of Italy’s largest dairy cooperatives, was seeking to strengthen its presence in the Swiss HoReCa market.
The goal was to understand how to build stronger, more “human-like” relationships with professional clients — from restaurants and hotels to distributors — while improving digital adoption and customer experience.

Challenge

• Low adoption of Granarolo’s digital ordering portal
• Clients’ resistance to changing established purchase habits
• Need to modernize the B2B experience without losing the human connection
• Fragmented communication between sales representatives and clients

My Role & Process

1. Qualitative research — 30 in-depth interviews with B2B clients and internal stakeholders
2. Market & competitor analysis — mapped Swiss HoReCa landscape, digital trends, sustainability shifts
3. Customer journey mapping — visualised key friction points and opportunities
4. Strategic recommendations — designed actionable improvements for the digital platform and relationship model

Key Insights

• Clients valued human interaction and trust over technology
• Digital tools were seen as barriers, not enablers — due to UX issues and lack of education
• Representatives played a crucial emotional and advisory role
• Loyalty was driven by reliability, transparency, and care

Solution
I proposed a human-centered digital transformation plan, combining empathy and technology:

• Hybrid model: keep personal relationships while enhancing digital support
• Portal redesign with improved UX, AI-based recommendations, and segmentation
• Client education program via sales representatives
• Degubox 2.0 — a personalised loyalty tool integrating feedback and seasonal product discovery

Deliverables

• Market & Competitor Analysis
• Customer Journey Map
• Brand & Relationship Strategy
• Degubox Redesign Concept
• Implementation Roadmap

Context
Splash & Spa Tamaro — a Swiss entertainment and wellness center — wanted to attract a younger audience (19–25 years old) and increase ticket sales for its special evening event, Glow-in-the-Dark Neon Night.

Challenge

• Reach and engage a new audience segment — students and young professionals
• Increase online engagement by 20%
• Boost ticket sales by 10% compared to the previous edition
• Build an emotional connection between the brand and the experience

My Role & Process

1. Audience research & segmentation — identifying key motivations and media habits
2. Content strategy — defining tone of voice, storytelling, and campaign pillars
3. Campaign development — concepts for social media, video scripts, visuals, and storytelling flow
4. Performance framework — KPIs, SMART goals, and digital media planning

Creative Concept“Glow-in-the-Dark Neon Night” — merging visual excitement with a digital-first experience.
The campaign combined bold visuals, immersive video, and interactive content to drive awareness and attendance.

• Visual language: neon, water reflections, energy, and movement
• Main channel: Instagram (Reels, Stories, carousels, UGC contest #GlowSplashParty)
• Secondary channel: YouTube — short videos and influencer collaboration

Results

• +20% engagement rate across Instagram and YouTube
• +10% ticket sales (981 tickets sold)
• Created a reusable digital campaign framework for future Splash & Spa events

Deliverables

• Campaign Strategy
• Social Media Kit (Posts, Reels, Stories)
• YouTube Scripts & Influencer Brief
• Visual Identity for Event
• Media Plan & Performance Metrics