Promotion period: from September 2021 to the present.
Facebook subscribers: 13,171,135
Instagram followers: 337,743
✅ increase the number of followers on Facebook and Instagram;
✅ change of consumer habits of the audience (choice of Watsons among competitors);
✅ increase the audience's involvement in content;
✅ increase audience coverage.
✅ stimulating the creation of UGC;
✅ reduction of the price for 1 subscriber on Facebook at least to __$ (NDA), on Instagram - to __$ (NDA);
✅ increase ER by the end of 2021.
In the content strategy, special emphasis was placed on "non-product" rubrics: entertainment, motivational and educational posts. They help to reveal the main messages of the Tone of Voice brand: to love yourself outside and inside and not to look back on others.
We have identified several criteria for evaluating the effectiveness of these rubrics, including high organic engagement and virality.
When creating the content, we focused on the topics that most excite the target audience and presented them with humor and self-irony. It worked: in the first month of cooperation, several posts received organic coverage of more than 100 thousand and ERR - more than __% (NDA). And in the following months, we fixed this result.
The audience not only actively responds to the content but also communicates - shares their stories and communicates with other subscriptions in the comments.
To maintain engagement in Stories, we create games and interactives on an ongoing basis.
Aesthetic visual content is a must-have for the beauty industry. That's why our content creators have taken a responsible approach to its creation. Before each shooting, they develop a detailed scenario of the photoshoot, selecting a reference to each photo. To convey the features of the product and not be like everyone else - this is the task we set for photo content.
We also wanted to update the design of the posts, to make them closer to today's trends. To do this, we began to use emoticons, memodji and stylization for the smartphone interface, as well as craft illustrations.
We use contests to receive content from users.
For example, in the context of the draw, we ask the audience to share their experience of using Watsons products. And from the received responses we make posts.
We chose a similar mechanic to promote the insta-mask, created in honor of the 180th anniversary of the brand.
In addition to competitions, we encourage those who comment on posts. So, when in the comments of one of the publications the audience began to actively supplement it with their options, we chose the best, made a post-sequel with them, and sent gifts to the authors.
Subscribers received this idea so well that it eventually became a monthly rubric with the TOP of the best comments. Due to this, the average number of comments increased, and the brand gained an active community on social networks.
In addition to stimulating UGC, in our strategy, competitions meet the goals of growing subscribers and increasing engagement. That's why we choose "classic" mechanics: subscribe to a page, like a post, tag a friend. To increase the efficiency of competitive posts we put them on promo.
As a result, on average, competitions have an ERR of more than 14% and coverage - of more than 100 thousand.
As another contractor advertises for the client, our task was to prescribe recommendations for reducing the cost of subscribers on Facebook and Instagram, as well as to create advertising creatives for subscriptions.
To do this, we:
- analyzed previous advertising campaigns to understand which audiences and CTAs work best;
- tested different versions of creatives;
- tested for Instagram launches with AdsManager and directly Instagram.
✅ implemented the developed SMM strategy in social networks;
✅ qualitatively improved conversion to the site;
✅ increased the number of subscribers to 13,171,135 on Facebook and 337,743 on Instagram;
✅ reached an average monthly coverage of 2,600,000 users on Facebook and 1,500,000 on Instagram;
✅ get a high level of audience engagement on the pages.