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Promotion period: from June 2020 until July 2021.
Platforms:
Facebook: /GreenHillscottagecommunity
FB followers: 7000
Instagram: /greenhillsukraine
INST subscribers: 3712
Goals:
✓ To create a community platform for the current and future residents of the cottage community;
✓ Increase the number of targeted inquiries (calls) to the sales team.
Tasks:
○ Develop an SMM strategy;
○ Сreating visual and textual content that communicates the benefits, values, and uniqueness of the cottage town;
○ Launching targeted advertising (the main objectives - traffic to the site and promoting posts);
○ Communication with users (dealing with negativity, promptly responding to comments and Messenger messages);
○ Cooperation with opinion leaders.
Execution:
● Organization of large-scale photoshoots on the campus, shooting video from a drone for advertising campaigns.
● Visits to the location every 2 weeks - to create Instagram Stories. Publication of photos and videos that were taken recently - as a fresh "reportage" from the scene for subscribers.
● Running ads to segmented audiences: top executives of large companies, entrepreneurs and business owners, senior IT professionals, proactive wives.
● Introducing regular columns relevant to the target audience. For example, in the highlighters, we have fixed answers to the most common questions asked by the sales department (FAQ), the duties of the service company, and information about the city's infrastructure. In the posts we describe the advantages of country living, talk about houses that are on sale now, give tips on interior design, setting up your plot, and gardening. And, of course, we tell the stories of cottage town residents (the most popular rubric😉).
Result:
✓ Introduced a developed SMM social media strategy;
✓ Qualitatively improved the overall appearance of the profile through the creation of crafted content;
There was BEFORE the collaboration:
Summer and autumn cooperation periods:
✓ The advertising video from the drone became an effective advertisement, we achieved a result of $0.07 per click;
✓ The activation in Instagram Stories - an interactive tour of the city where subscribers decide where we go next - has tripled the number of views from the usual 200 to 600.
✓ Increased the number of followers from 2296 to 7152 on Facebook and from 2100 to 2933 on Instagram.
✓ The average reach per month was over 230,000 users;
✓ Increased ER from 4.03% to 6.07% throughout operation;
✓ Increased inquiries and sales calls;
✓ Receiving messages in direct mail, for example, "through the profile fell in love with the atmosphere of the township, can I see the prices of finished houses?"
✓ The number of houses sold during the cooperation period has increased.
See more cases here.