Case SMM for ILLUMINARIUM

ILLUMINARIUM is an illumination park, a resident of the Winter Country at VDNG. The art space offers visitors a stroll through its illuminated tunnels, a view of sculptures of fairy-tale heroes, and an opportunity to take photos near a unique illuminated wheat field.

 

Our task was to create a page that would convey the unique magic of the park and encourage the audience to visit the location through content and advertising messages.

Promotion Period: December-January 2024

Platforms: Facebook, Instagram

 

Goals:

• Launch accounts on Instagram and Facebook.
• Increase recognition and visitation of the location.
• Convey brand values and increase audience loyalty.
• Create promotional and craft content.
• Increase audience engagement in content.

 

Tasks:

• Development of SMM strategy.
• Creation of visual and textual content that conveys the atmosphere of the location and evokes emotions.
• Launch targeted advertising (main goals: engagement and reach).
• Launch contests and giveaways.
• Motivate the audience to create User-Generated Content (UGC).
• Selection of relevant bloggers for advertising.

 

Content:

We developed a content categorization system and implemented content plans that revealed the magical atmosphere of ILLUMANARIUM, bringing the audience closer to the installations.

Our team decided to focus on live photos and Reels rather than on designer layouts to better convey the uniqueness of the location and the emotions of visitors.

The park creates a sense of carefree joy and evokes childhood memories of festive anticipation. Therefore, our team of content creators selected appropriate references and filmed a series of videos featuring fairy-tale characters at the location, walks through shimmering tunnels, and cozy gatherings by the fire. 

Thanks to the captured content, we successfully engaged the audience in creating UGC for various platforms: Reels, TikTok, and Stories.

 

For Stories, we created a series of vibrant interactives and videos that introduced the audience to the location.

We also designed highlights that address the audience's main questions and align with the brand book and brand style.

 

 

Visual:

In the feed, we blended photos and video content, combining various sections—informative posts about park entertainment and fan videos.

 

We aimed to showcase every corner of the location and convey its beauty. Targeting a broad audience, we demonstrated and talked about leisure options for different segments, including children.

Advertising Strategy:

 

Throughout the month, we regularly launched advertising campaigns focused on two main goals: reach and engagement.

 

Since we started the page from scratch, it was crucial to attract as many users as possible to announce the location's opening and encourage them to visit.

 

To achieve this, we mixed designer layouts with videos, adding a short description of the location, the address, and a call to buy a ticket or visit the profile page.

 

In December, we managed to reach 1.1M users through atmospheric videos and layouts created for promotion, increasing the location's visitation metrics.

 

Key messages encouraged individuals to personally come to the location, immerse themselves in a festive mood, and gift the enchantment of fairy tales to themselves and their families.

 

Results:

• Created the art space page on social media from scratch.
• Implemented the developed SMM strategy on social media.
• Filled brand pages with unique content, including 13 reels from our content creators, in accordance with the specified plan.
• The number of subscribers grew from 0 to 845 in one month of collaboration.
• Reached 1.1M users through targeted advertising.
• Encouraged the audience to create UGC, resulting in unique publications and mentions in stories, reels, and TikTok.