The client: who is Serpac.
Serpac S.r.l. is a company based in Segrate, on the outskirts of Milan, specialising in the production and distribution of UN-certified packaging for dangerous goods transport. ISO 9001:2015 certified, Serpac is a reference point for all companies that need to ship chemicals, lithium batteries, diagnostic samples and hazardous materials in compliance with the most stringent international regulations.
The product catalogue covers a wide range of solutions: UN 4G, 4GV and 4GU packaging in homologated cardboard, danger labels, vehicle placards, plywood boxes and accessories for shipment safety. Every product is designed to meet regulations governing road (ADR), rail (RID), sea (IMDG) and air (ICAO/IATA) transport.
The challenge: bringing traditional B2B into the digital age.
When Serpac turned to Deep Marketing, the challenge was clear but far from simple. It was a solid company with an excellent product and loyal clientele, but completely anchored to an offline commercial model. The certified packaging sector for dangerous goods had never known a structured digital approach: no e-commerce, no significant media presence, no content strategy.
In a sector where no one had ever sold online, it wasn't enough to create an e-commerce. You had to create the demand for e-commerce itself. It's the difference between opening a shop on a busy street and building the street from scratch.
Deep Marketing — Strategic analysis
The strategy: a 360-degree approach.
Deep Marketing built an integrated strategy for Serpac covering every aspect of the company's digital and media presence. The work lasted over four years and went through several phases, each laying the groundwork for the next.
Creating the sector's first e-commerce in Italy was the cornerstone of the entire project. Deep Marketing also developed a content strategy aimed at positioning Serpac as the undisputed authority in the sector, alongside Google Ads campaigns with surgical precision oriented towards conversion.
The press office and the media breakthrough.
One of the most extraordinary aspects of the collaboration concerns the Digital PR and press office work. Deep Marketing brought a company that produced certified cardboard boxes to achieve massive press coverage, reaching national television.
Getting an industrial packaging company on TV proves there are no "boring" sectors for marketing. Only stories not yet told the right way.
Deep Marketing — PR Team
Results: numbers that redefine the market.
After over four years of collaboration, Serpac is now the first cited brand in its category at national level. The e-commerce, the first ever in the sector in Italy, generated extraordinary sales results in a market that was previously 100% offline.
A model for Italian B2B.
The Serpac case represents much more than commercial success. It is proof that Deep Marketing's evidence-based method works even in contexts seemingly most resistant to digital transformation.