Case study: Farmacie Marzoli, social media and a pharmacy opening in Rome

Social media, video and the opening of a new pharmacy in RomeThe family pharmacythat answers before Google does

Farmacie Marzoli is a family of pharmacists in Rome. They wanted to get known on social media without losing credibility and, that same fall, open their fifth location on Via Tiburtina. We built everything around two pharmacists, mother and daughter, and the gnome in a lab coat from their logo.

TikTokReelsFilmingCartoon charactersCountdownGolden TicketBooking pageMeta ads

The challenge

Before asking the pharmacist, almost everyone looks up their questions on Google, and finds all sorts of things. But a neighborhood pharmacy has something the web doesn't: the people who stand behind the counter every day and know customers by name.

We had to bring those people onto phones without turning them into influencers. And meanwhile Marzoli 5 had to open on Via Tiburtina, in an area where nobody knew the pharmacy yet.

What we did

01Plan

50 ideas, 36 chosen by the pharmacy

We pitched 50 reels in five formats: Pharmacist vs Google, Myth or fact?, 3 things you don't know, Marzoli answers and a back-and-forth between the two pharmacists. They approved them one by one on a page built for the purpose, even from their phones: 36 made the cut, plus 4 that came up along the way.

02Filming

All in one day

We filmed all the reels in the pharmacy in a single day, with a locked-off camera at the counter, together with Dr. Francesca Marzoli and Dr. Federica Civetta. Scripts of 25-30 seconds, written to be spoken, not read.

03Characters

The gnome comes to life

The pharmacy logo gave birth to Gnomo and Gnomina, plus cartoon versions of the two pharmacists. Every reel has its own cover and small images that react to the lines, always in the same style.

04Opening

Ten days to Marzoli 5

A countdown in stories with the gnome, from -10 to the grand opening on October 10, 2026. Then two weeks of prevention, from October 12 to 23, with a page to book tests on WhatsApp and Meta ads.

05Social ads

Only for people who live nearby

Every Facebook and Instagram campaign is limited to a radius around the store and shown to the people who live there, not to people passing through: 4 km around Marzoli 5, 8 km around the drugstore on Via Seggiano. Three steps, one after the other: let people know a new pharmacy is coming, get the neighborhood to follow it, bring in bookings.

06Golden Ticket

The scratch card becomes a QR code

Instead of the classic scratch card, an envelope with a QR code: you scan it, find out right away if you've won and pick up your prize at the pharmacy. Simpler for the person who gets it and for the staff at the counter.

The work, up close

A reel, the characters and the opening materials. Tap the video to watch it.

The reel

One pharmacist, one question, thirty seconds

Cartoon of the Marzoli 5 opening: gnomes and pharmacists cut the ribbon

The grand opening

Congratulations to Marzoli 5, with all the characters

Cover of a TikTok reel: Myth or fact? Chapped lips

The covers

A sticker-style title for every reel

Golden Ticket

The opening envelope, with the QR code

The gnome winks and invites you to scan: the result appears on your phone, and you pick up the prize at the pharmacy. The QR code in the photo is blurred on purpose.

Dr. Francesca Marzoli as a cartoon — Dr. Francesca

Dr. Federica Civetta as a cartoon — Dr. Federica

Gnomo, the Farmacie Marzoli mascot — Gnomo

Gnomina, the second Farmacie Marzoli character — Gnomina

First-month results

From September 8 to October 4, 2026, before the grand opening. Data from Meta Ads Manager and Meta Business Suite.

139.459residents reached in 4 dayswithin 4 km of Via Tiburtina 542

154.479views of the video "Rome, something's missing…"the most-watched content on the Facebook Page

1.411visits to the booking pagefor the grand opening and the October check-ups

55contact requests for the drugstorein 9 days, with name and phone number

+111%more people reached on Instagram224,304 in five weeks, compared to the previous five

+264%more people reached on Facebook315,432 in the same period

2.405Instagram profile visitspeople from the neighborhood who went to see who you are

4 out of 5most-watched posts on the Pageare the campaigns we built together

In less than a month the neighborhood got to know Marzoli 5 and the drugstore has 55 people to call back, collected without mentioning a price in the ad.