Making delicious products even harder to scroll past.
Gelato Papa creates authentic Italian gelato and some seriously good sweet treats, but having an amazing product doesn't automatically translate into engaging social media.
When La Victoria Sociale began working with Gelato Papa, our focus was on bringing more personality into their content and creating a social presence that gave people a reason to stop scrolling.
From showing products to selling the experience
Product is still at the heart of Gelato Papa's content. The difference is how we talk about it.
Instead of simply:
"Here's our new flavour."
We create:
"Here's why you're going to love our new flavour."
A new sorbet becomes your first taste of spring. Hot Italian Donuts become the dessert you need to try before they're gone. A returning flavour becomes the fan favourite you've been waiting for.
The product hasn't changed.
The story around it has.
Bringing Gelato Papa's personality online
We wanted the social content to feel as fun, warm and full of personality as the brand itself.
That meant getting Lilly, Chef Mark and the team involved, introducing more humour, jumping on relevant trends and creating content that feels like something you'd actually want to watch, rather than another business trying to sell you something.
We also brought more of the making process into the content, from scooping gelato and creating desserts to showing the people behind them.
Creating a community, not just an audience
Another important part of our work has been giving customers more opportunities to join the conversation.
Which flavour wins?
What's your most unhinged gelato order?
Are you choosing the brownie or sticky date?
What does your order say about you?
These simple changes have helped turn the content into a two-way conversation, supported by more interactive Stories and customer-focused content throughout the month.
Content that still has a job to do
The fun hasn't come at the expense of communicating what makes Gelato Papa different.
Their Sicilian inspiration, authentic gelato, house-made products and Coeliac Australia accreditation are still important parts of the content.
We simply find ways to communicate those messages that feel natural to the platform and interesting to the person watching.
The result
Gelato Papa's social media is evolving from a place to simply showcase what's in the cabinet into an extension of the brand itself.
It's product-led, but with personality.
It's promotional, without every post feeling like an ad.
And most importantly, it gives people more reasons to engage with Gelato Papa before they've even walked through the door.
Because great social media isn't just about showing people what you sell. It's about making them want it.
