Measuring the effectiveness

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Take into account the brand's tone of voice and decline it consistently in each type of content. If the ToV is not well defined or is not perceived as original , dissonances are created that push the user away . Tone of voice and brand: if “Ceres is there”, where should everyone else be? Irreverent, colourful, brilliant: Ceres' tone of voice has always been one of a kind. Precisely the innovative character of the language used.

By the beer brand - and expressed excellently on social media - has led to extraordinary results: from 2006 to 2016, Ceres achieved 87,334 total engagements on Facebook , including reactions, comments, shares and clicks, taking Job Function Email List first place in the “beers” segment in Blogmeter's Top Brands report . A virtuous case, which was immediately imitated by many others, clearly without enjoying the same success.



This is because the secret of the success of the tone of voice is its uniqueness . Ceres has always communicated in a certain way, which has allowed the brand to be perceived as authentic by its audience . And authenticity pays, especially when the imperative of the "new Marketing" is to involve the audience with stories of value . If Mulino Bianco "talked" like Taffo, for example, it would lose a significant portion of its audience.