Social Media | Email Marketing | Content Creator

America’s First Italian Bakery launches on Goldbelly!

The Ask

Ferrara Bakery, America’s first Italian Bakery, recruited Carnsmedia to help connect with a younger audience and increase sales on Goldbelly. Carnsmedia developed an innovative e-commerce marketing strategy that would reach new, younger customers through trending TikToks & Instagram reels, significantly increasing online sales for nearly a decade.

The Challenge

Legacy systems and procedures presented challenges initially, but the ultimate challenge would be influencing change within a 130-year-old company.

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The Results

+ 20,000 INSTAGRAM FOLLOWERS

+ VIRIAL INSTAGRAM VIDEOS

+ 400% FOLLOWERS AGE 25-34

+ AMPLIFIED ONLINE SALES

Ferrara NYC

12 Days of Ferrara

The weeks leading up to Christmas are among Ferrara’s busiest time of year. That said, we wanted to encourage customers to place their orders earlier to prevent an inundation of orders while maintaining the same exceptional quality. It was crucial to pivot and change because, in seasons past, the team scrambled to fulfill last-minute orders. With all this in mind, we worked hard to boost sales following the post-Thanksgiving / pre-Christmas slump by establishing the annual 12 Days of Ferrara promotion.

Starting December 1, Ferrara discounted a popular product for only 24 hours. Then, a new product was discounted the next day for 12 consecutive days.

1.3 Million Views

23k Views

17k Views

Ferrara NYC

I have been working with Carnsmedia for a few years now and they have helped us with many aspects of marketing. We started with social media and Carns now has helped us with our website, print advertisements, email blasts and even our menus! Great team!

Ferrara Bakery

Ferrara NYC

Social Media

Phone Eats First

Our team includes an experienced art director, food photographer, senior copywriter, and community manager. We worked together to create a robust social media strategy that successfully shined the spotlight on Ferrara’s tastiest treats and Italian specialties. The goal? To make potential customers’ mouths water via drool-worthy shots of cannoli, Tiramisu, hand-scooped gelato, and more — so that they’re convinced to place an order. >

The How

Carnsmedia brought Ferrara’s 130-year-old brand into the 21st century by leveraging viral digital marketing technology and next-level creativity. This was done while still holding true to its roots as an independent, family-owned bakery that dates back over a century.

While Ferrara’s business strategy had served them well over the years, Carnsmedia believes that change can be beneficial — and incredibly effective — when it comes to boosting a business’s bottom line. With that in mind, we leveraged the power of social media, viral videos, SEO, and email marketing to help bring this legendary brand into the modern era.

Ferrara NYC

Ferrara and Carnsmedia worked hand-in-hand for nearly a decade. Our team was tasked with bringing the bakery into the modern world by sharing its unique story via daily social media posts, curated photography and graphics, and bespoke email campaigns.

Our captivating and engaging content reached hundreds of thousands of prospective customers. This, of course, was just one piece of the puzzle. Carnsmedia also managed negative Yelp reviews and worked in partnership with large e-commerce and food delivery companies, such as Uber Eats and Goldelly. Speaking of the latter, the Carnsmedia team collaborated directly with Goldbelly on seasonal sales and promotions, which afforded the bakery the opportunity to connect with a new group of customers.

Ferrara NYC

Carnsmedia created a search engine optimized (SEO) website targeting consumers who purchased Italian pastries in the past. Visitors signed up for marketing emails with a chance to win a tray of cookies. Carnsmedia created a sheet for customers who visited the Little Italy bakery to sign up for the email to win a tray of fresh-baked Italian cookies. These efforts paid off quickly: Ferrara’s email list grew to over 70,000 subscribers organically. During the 12 Days of Ferrara, we delivered emails to these customers daily.

While email marketing played a significant part in the success of 12 Days of Ferrara, we also leveraged the power of social media. Carnsmedia created viral videos daily promoting the deal and discounts, reaching up to 1.3 million people with just one Instagram Reel.

The lowdown: Not only were we able to help launch Ferrara into the digital marketplace, but we also relied on authentic storytelling via social media to preserve the history of the 130-year-old brand.

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