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Solutions · Content, Media & PR

Content that sells.
On InstagramTikTokLinkedInPinterestYouTube

Editorial strategy, content production, community and influencer marketing: one single team, with creativity guided by AI, big data and semiotics. Every piece of content starts from data and is measured on engagement, leads and sales.

Let's talk →How we work ↓
58 brand pages2.000+ creators8 languages
+210% engagement
764K views
4.1K comments per month

The team

Content, PR & Media.

Strategy, creativity, community and PR.

The XChannel Content, PR and Media team
Content, PR & Media teamXChannel

How we work

From strategy to screen, in five moves.

Strategy, content, community, influencer marketing and PR.

Editorial plan
September12 posts · 3 channels
+38% reach
M15T16W17T18F19S20S21
Scheduled
New product launchTue 16 · 6:00 pm · Instagram
Reel
Carousel: 5 tipsWed 17 · 12:30 pm · Instagram
Carosello
Behind the scenesThu 18 · 5:00 pm · TikTok
TikTok
Home inspirationFri 19 · 10:00 am · Pinterest
Pin
Q&A with the communitySat 20 · 7:30 pm · Instagram
Stories
4,2%engagement
98%approved
12posts / month
Reel · 6s
48.2K
936
412
@xbrandThe morning ritual, illustrated. New XBrand campaign. #XBrand #MorningRitual
Community
giulia_mWhere can I find it in the pharmacy? 😍
BrandHi Giulia! You can find it here 👉 store locator, sending you the link by DM 💬
marco.rOrdered yesterday, arrived today. Top.
BrandThanks Marco! Tell us how it went 🧡
elena_bIs it also suitable for sensitive skin?
Brand
Sentiment+72% positive
NuvolX
ConversionReachMICROINFLUENCERBRANDERCELEBRITY NuvolIndex 31% · activates
437creators activated
10xvs celebrities, at equal conversions
Press review
ANSAXChannel bets on bringing together AI, semiotics and anthropologyANSA · today
Media KeyCross-channel as a method: the Rummo caseMedia Key · yesterday
ADC GroupContent and AI: the AI Execution Lab is bornADC Group · 3 days ago
Toy StoreLisciani, the community growing with parentsToy Store · 1 week ago
142media outlets reached · 41M reach
01 · EDITORIAL STRATEGY

Data first, then the plan.

Analysis of brand and competitor performance, semiotic reading of category languages, goals turned into measurable KPIs.

  • Social audit and competitor benchmark with AI and big data
  • Editorial positioning and channel-specific tone of voice
  • Monthly editorial plan: columns, formats, visuals, video, copy
  • Campaigns: building and running advertising campaigns across every social platform
  • Big Data Monday: weekly report and dashboards available at any time
02 · CONTENT PRODUCTION

Every platform, its own format.

Vertical video, reels, carousels, stories and animated graphics, with generative AI inside the creative process and human control over every output.

  • Reels and TikTok: concept, shooting, editing, subtitles
  • Carousels, stories and stills consistent with the brand book
  • Copywriting for social, blog, newsletter, product pages
  • Localisation into 8 languages
03 · COMMUNITY MANAGEMENT

Community
for transaction.

Conversations handled with a transactional goal: listen, reply and turn engagement into leads and sales on social.

  • Upper funnel: listen, reply, engage, 7 days a week in 8 languages
  • Lower funnel: reviews, forms and drive-to-store all the way to the sale
  • Big data and AI on comments, sentiment and crisis signals
  • XReputation: the XChannel tool for always-on reputation monitoring
04 · INFLUENCER MARKETING

The creators who sell, not just the ones you see.

With NuvolX, AI, big data and semiotics measure the transactional power of every influencer.

  • NuvolIndex: transactional comments over total comments
  • Reach vs conversion matrix: celebrity, brander, micro, influencer
  • TalentX: our own roster of talent and creators
  • Scouting, contracts, briefs, content, rights and reporting
05 · PR & MEDIA

In the media that matter.

Press office, media relations and editorial partnerships, online and offline.

  • Press releases, press kits, relationships with journalists
  • Editorial partnerships and brand podcasts
  • Co-marketing, catalogues and in-store prize promotions
  • Press review and measurement: outlets, reach and sentiment

Every format in its place.

There is no right format in absolute terms: there is the right one for the goal, the channel and the moment in the funnel.

  • Reel 01Awareness and reach.
    The format the algorithm pushes.    Dr. Hauschka
  • Carosello 02Education and saves.
    Authority, one slide at a time.    Lisciani
  • Stories 03Daily relationship.
    Polls and links straight to the sale.    XChannel
  • TikTok 04Pure discovery.
    Native, fast, with the right creators.    VTech
  • Pinterest 05Purchase intent.
    Visual SEO that lasts for months.    Stannah
  • Podcast 06Depth and trust.
    The brand's voice, twenty minutes at a time.    Stannah, Emozioni in scala
  • PR 07Reputation and credibility.
    Press office and media that matter.    XChannel
0M
Total social reach
0M
Total community
0
Comments handled per month
0M
Press and video reach
Content team · FY 2025 data

From the feed of our clients.

Results, not likes.

Uriage
Beauty
+180%Visibility growth with creators and advertising working together Rummo
Food
+210%Social engagement over twelve months of editorial planning Granarolo
Food
+140%B2B audience on LinkedIn

Let's talk.

A free audit of your social channels, with an answer within 48 hours.

Get in touch →Discover NuvolXDiscover XReputationAI training