Sonny Bono is a menswear brand with a widespread retail network across Italy and a steadily growing e-commerce channel, which is playing an increasingly central role in its marketing and customer engagement strategy. In a landscape shaped by multiple touchpoints, from physical stores to social media and newsletters, the brand embarked on a digital transformation journey to build a more integrated, consistent, and data-driven digital ecosystem.
The goal was not simply to “show up online,” but to develop a more informed, measurable, and performance-oriented marketing approach. To achieve this, Sonny Bono partnered with Trice, to design and guide an advanced Omnichannel Strategic Marketing program. The objective went beyond knowledge transfer: it focused on establishing a clear methodology—equipping the team with practical skills, actionable tools, and an integrated vision capable of connecting retail, e-commerce, and digital channels into a single, cohesive, and measurable customer journey.
Results-Driven Training
The Trice team kicked off the project with a structured phase of analysis working closely with the client, to assess the level of digital maturity, existing processes, and the real operational needs of the Sonny Bono team.
This discovery phase highlighted the need to strengthen both strategic and operational capabilities, enabling the team to effectively orchestrate social media, e-commerce, and newsletters, leverage data to inform decision-making (KPIs, segmentation, performance), and align digital initiatives with the retail network.
Based on these insights, a tailored training program was designed and delivered through live sessions, combining strategic frameworks, hands-on exercises, and direct application to real business cases. The program was designed not only to transfer knowledge, but also to introduce a structured, practical approach that the team could immediately apply to their day-to-day activities.
Branding e social media management
The first phase of the training focused on both the strategic and operational dimensions of social media, starting from core cross-functional concepts, such as brand identity, funnel, customer journey, buyer personas, and positioning. Through a blended approach combining theory, hands-on application, and work on real business cases, the team developed a more consistent and distinctive communication style. They worked on building structured editorial plans and optimizing both copy and visual content for Meta platforms, ensuring alignment with the brand’s objectives.
Cross-Channel Advertising and E-commerce Optimization
The second phase of the program strengthened the team’s capabilities in paid media and digital performance. By focusing on planning integrated campaigns across Meta platforms, understanding cross-channel dynamics, and leveraging key analytics tools, the training introduced a more data-driven approach to interpreting KPIs, optimizing performance, and fostering a mindset of continuous improvement. A strongfocus was also placed on e-commerce, with activities centered on SEO, product page content, and user behavior analysis—helping the team to harness the online channel in a more strategic and conversion-oriented way.
Advanced Newsletter Management
The program also explored newsletter management, one of the key channels in Sonny Bono’s digital strategy. This phase was developed in collaboration with Magnews, Trice’s partner and plaftorm of choice of the brand, with the ultimate goal of evolving email marketing from a purely operational tool into a strategic driver of engagement and conversion.
The dedicated modules focused on segmentation, content development, performance analysis, and automation—providing the team with the methodologies and tools needed to effectively integrate email marketing with the brand’s broader digital activities.
A Stronger Digital Business Strategy
Through this journey, Sonny Bono strengthened the consistency and effectiveness of its digital activities, increasing their contribution to overall business objectives. The marketing team consolidated existing skills while adopting new approaches and methodologies, enhancing their ability to interpret data, make more informed decisions, and optimize the impact of online initiatives.
Integration across social media, e-commerce, and newsletters was significantly improved, contributing to the development of a more structured digital ecosystem—fully aligned with the brand’s strategy and focused on delivering tangible, measurable results.