Fornetti România
Fornetti România
Integrated social media + PPC strategy for Fornetti Romania: TikTok-first content focused on Gen Z, the #ForYou campaign, plus amplification on Facebook and Instagram with significant results during the 2023 seasonal period.
The numbers that tell the story
What was not working
Fornetti Romania is a pastry producer and distributor with over 800 stores in 230 cities, present in over 20 countries. The challenge was to adapt the message and attract Generation Z in Romania — a very active segment on social networks, with distinct preferences and behaviors compared to the brand's traditional audience.
- →Generation Z consumes media differently — TikTok-first, short attention span, authentic tone.
- →The brand needed a more relatable voice, without losing its identity.
- →High competition in FMCG / snacking, with aggressive digital players.
- →Need for a coherent multi-platform strategy, not just isolated TikTok.
How we shaped the solution
We leveraged a deep understanding of digital marketing to create a strategy that resonates with Generation Z. The approach focused on engaging content, aligned with trends and popular moments among this group, delivered predominantly on TikTok with an amplification layer on Instagram, Facebook, and PPC.
- →TikTok-first: engaging content, trend-driven format, user-driven approach.
- →Unique and memorable online brand identity, consistent message across all platforms.
- →Interactive content to build community (contests, UGC).
- →Complementary PPC to amplify visibility among Gen Z, precise targeting.
- →Paving the way for Generation Alpha in the next stage.
What we implemented
We delivered a multi-platform creative and media system, with TikTok as the main engine and PPC as an amplifier. The #ForYou campaign was the centerpiece that positioned the Fornetti brand as relatable and accessible for Gen Z.
- →TikTok content strategy based on users — authenticity and relatable storytelling.
- →Instagram: attractive visuals, hashtag strategy, growth in reach and engagement.
- →Facebook: focus on community, shareability, sense of belonging.
- →The #ForYou campaign — concept adapted to occasions: school holidays, March 8th, seasonal, etc.
- →PPC on Google and Meta with precise Gen Z targeting, optimized for ROAS.
- →Mix of storytelling, social involvement, and interactive elements for real connections.
What happened
Fornetti's presence on Facebook and Instagram recorded significant growth, a recognition of strategic planning and campaign attractiveness. The period of Sept–Dec 2023, densely populated with holidays and seasonal moments, delivered campaigns that strongly resonated with the audience.
- →Significant growth on Facebook and Instagram during Sept–Dec 2023.
- →TikTok becomes the main awareness driver for Gen Z.
- →Active community around the brand, with UGC and organic engagement.
- →Brand recognized as relatable and accessible in a competitive FMCG sector.
- →Solid foundation for expansion to Generation Alpha.
From brief to results
Gen Z Discovery
Social audit, defining Gen Z audience and TikTok-first insertion.
Digital Identity
Consistent message, brand voice, coherent visual style across all platforms.
User-Driven Content
Production of engaging, trend-driven content, designed for authenticity.
Campaign Launch
Central concept, adapted to occasions: school holidays, March 8th, seasonal.
Amplification
Google + Meta campaigns with precise Gen Z targeting, ROAS optimization.
Dense Season
Sept–Dec 2023: series of seasonal campaigns with significant growth on FB & IG.
Generation Alpha
Expanding strategy beyond digital, narrative based on consumer experiences.
With Danco Vision, we built a digital voice for Fornetti that speaks to Generation Z without sounding forced. The #ForYou campaign and the TikTok-first ecosystem have changed brand perception.
What we used to deliver
3 lessons from this project
Gen Z demands authenticity, not production
User-driven TikTok content delivered more engagement than polished productions — tone and rhythm over visual budget.
A good umbrella campaign scales across occasions
#ForYou worked for school holidays, March 8th, and seasonal events without losing coherence — a solid concept beats 10 isolated campaigns.
Multi-platform ≠ same content everywhere
TikTok for authenticity, Instagram for visuals, Facebook for community. Each platform has its own rules and we respected them.
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