from seasonal planning to marketing automation and paid media, how byte-code scaled an artisanal gourmet brand while protecting its identity.
Since 2022, Byte-Code has supported laboratorio di antonino cannavacciuolo in building and scaling its e-commerce. The objective was to bring a Michelin-level gifting experience online, while clearly communicating the artisanal value of products made in Suno (Novara).
Through an integrated approach across storytelling, advertising, and lifecycle automation, the brand strengthened its online presence and scaled performance during key seasonal moments such as Christmas and Easter.
We adopted a holistic approach, investing in video and storytelling to communicate product value in a direct and tangible way. Alongside this, we built a structured media plan, analyzed purchase data, and optimized the customer journey to reduce friction and improve conversion.
The work focused on three main levers: annual strategic planning, creative production supervision, and marketing automation optimization aimed at increasing lifetime value, retention, and conversion rate. Over time, creativity became a concrete growth driver, with a significant expansion in the use of video to help customers better understand product quality and craftsmanship.
In parallel, a phased launch strategy allowed us to engage both existing customers and new users more effectively, guiding them through the funnel with consistent and timely messaging. Periodic budget reviews, supported by forecasting, helped validate performance against targets and anticipate demand peaks, enabling more stable and sustainable investment management.
Phase 1: Integrated annual planning across creative, operations, and marketing, covering Christmas and panettone, Easter and colombe, and B2B and corporate gifting.
Phase 2: Coordination of photo shoots and video production, with content aligned with authenticity, tradition, and product excellence.
Phase 3: Ecosystem optimization, including Google and Meta full-funnel activity, Klaviyo flows, and dashboards for sales analysis and demand forecasting.
E-commerce revenue growth (2022–2025).+25% conversions from email marketing.Black Friday and Christmas 2024 sold out in 72 hours.Over 1 million unique users reached during seasonal campaigns.
This collaboration shows how a structured combination of creativity, data, and technology can support the online growth of Italian craftsmanship. The laboratorio’s story remains central, while strategy, automation, and paid media turn storytelling into a predictable and repeatable driver of seasonal performance.
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