Case Study

Il Bullone

Driving engagement for a magazine with a social mission

No Profit

Background & Goals

Il Bullone is a magazine founded in 2015 from a pilot project developed in collaboration with Il Corriere della Sera. Created by the B.Livers together with students, volunteers, illustrators, and professional journalists, the publication explores key social themes through a human and inspirational perspective. The main objective of the project was to generate qualified contacts interested in joining and participating in the initiatives promoted by Il Bullone.

Strategy and Actions

The strategy focused on building an integrated lead generation ecosystem designed to attract and convert users interested in Il Bullone’s initiatives. It combined a structured conversion funnel, optimized landing pages developed with a conversion rate optimization approach, and marketing automation workflows to nurture contacts over time.

Paid media campaigns across Google and Facebook were supported by continuous tracking and performance monitoring through interactive dashboards, enabling ongoing optimization and measurable results.

Overview

Results

During the project, WebGas implemented a series of operational activities aimed at supporting lead generation and improving campaign performance. The work included the development of the conversion funnel, the creation of optimized landing pages, and the implementation of email marketing and marketing automation workflows.

Paid campaigns were activated across Google and Facebook, while performance data was continuously monitored through interactive dashboards to guide ongoing optimization and maximize results.

Design and implementation of the conversion funnel
Creation of high-performing landing pages optimized for conversion rate (CRO)
Setup of email marketing and marketing automation workflows
Management of Google Ads campaigns
Management of Facebook Ads campaigns
Continuous tracking and performance optimization
Development of an interactive and integrative data visualization dashboard

607Contacts generated

4,5Cost per contact

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Design and development

The challenge

The project to migrate and redesign Il Bullone website required us to take a careful approach to the needs of managing the database of articles and multimedia content accumulated by the foundation over its long years of operation, as well as the need to create a new, dynamic and flexible structure that would allow users to navigate quickly and smoothly. At the same time, we had to search for an effective solution for implementing a donation system that would give users the opportunity to subscribe to the official Il Bullone magazine or make free donations in direct support of the foundation’s activities. A key point of the brand’s repurposing, finally, was the reformulation in the use of the foundation’s official palette and the application of illustrations, icons and other graphic elements that could both harmonize with Il Bullone’s already established identity and show it in a more modern and up-to-date key.

Graphics & Design

Our proposal for the new Il Bullone site began with a reworking of its structure, providing adequate space for the different operational areas in which the Foundation is engaged and breaking them down into a clean and intuitive navigation menu. Therefore, we have included a “Blog” section, previously absent, dedicated exclusively to the articles that are published daily by the editorial staff of Il Bullone, creating an article display template that can accommodate reading on all devices without sacrificing the presentation of secondary information useful for the user to explore the other functions of the site. On the graphics front, our work drew heavily from the brand guidelines to package a site rich in color and high-quality media that guide the user through the navigation, giving each page and section a personalized look and feel based on the theme or topic they cover. On the other hand, in terms of the portal’s most important features, we have included applications that can enable users to access Il Bullone’s monthly subscription and free donation features easily, immediately, and securely. Back to Portfolio