ELASTIC INTERFACE

Elastic Interface is an Italian ingredient brand specializing in technical cycling pads. While primarily B2B, its communication must necessarily speak to cyclists, the end users of the product. The Dream Studios supports the internal brand communication manager in the strategic and operational management of social channels, providing performance coordination and ongoing consulting that ranges from data analysis and editorial direction to the activation of partnerships and co-marketing content.

Communicating the benefits of an ingredient brand is a structural challenge: the product isn't seen, it's felt. Visually translating the performance of a technical pad into engaging content requires precise editorial direction and a deep understanding of the cyclist as a target audience. At the start of our collaboration, the three social channels: Instagram, LinkedIn, and Facebook lacked a platform-specific strategy, a structured editorial calendar, and content capable of highlighting partnerships with brands that integrate Elastic Interface technology. An initial as-is analysis allowed us to identify what was working, what needed optimization, and which levers to activate for each channel.

The work began with an in-depth analysis of historical performance across all three channels, compared against industry benchmarks. Based on these insights, we defined a structured editorial plan with a monthly calendar, differentiated by platform and aligned with the brand's visual language. We launched the first pieces of content in collaboration with partner brands, co-marketing posts that expand organic reach and strengthen positioning within the technical cycling world. In parallel, we coordinated the planning of new photo shoots to refresh the available visual assets, working on the editorial line alongside the brand communication manager to maintain consistency with the brand identity across every touchpoint.

From the very first months of work, Elastic Interface's social channels recorded performance significantly higher than historical benchmarks on LinkedIn and Instagram, confirming that the editorial direction and structured calendar are producing concrete results. The work continues with the activation of new co-marketing partnerships, the optimization of conversion on Instagram, and the use of Facebook as a strategic placement for sponsored ads. The challenge of communicating an ingredient brand is ongoing, and the numbers prove that the right answer is to build content that speaks to the cyclist, not the buyer.