In the modern world, where social networks have become not only platforms for communication but also effective marketing tools, a crucial task for new brands is successfully introducing themselves into this dynamic virtual space. The process of winning over the audience through social networks or SMM is determined not only by the advertising budget but also by the right strategy that takes into account the peculiarities of this unique environment.
And we want to share our experience in this regard based on our collaboration with brands:
A manufacturer of non-alcoholic beverages, bottled and packaged water. The main advantage of the Avalon brand is that the water is sourced from a natural spring located near the Vorzel resort.
Eggs from a family farm, with a unique advantage of providing video access to observe the life of chickens in real-time.
Any work starts with setting goals, agreed?
The peculiarity of the strategy for a brand not yet represented on store shelves is the need to divide everything into two stages: pre-launch and, consequently, post-sales start. This is what we focused on when preparing the SMM strategy for the Avalon water brand.
In addition to the standard components of the strategy (analyzing the target audience, developing the brand's voice, working on the visual aspect), it is crucial for newcomers to:
This is why we also divide advertising campaigns into two stages, as mentioned earlier. If targeted advertising and contest activations are clear, what about opinion leaders?
For such cases, our agency has separate databases of bloggers for different niches. It is essential to find not just a blogger or influencer whose values align with the brand's values but also someone whose audience is willing to make a purchase after seeing the content.
Following a similar principle, we started our collaboration with the "Shanichi" brand of farm eggs. The special aspect of working on this project is that we already knew which stores would carry the product but were awaiting the exact dates of implementation.
In the subsequent stages of project development, we pay significant attention to creating unique craft content, conducting various interactions in messages and stories. Additionally, it is crucial to build communication with subscribers gradually coming to the brand's page. For this, we:
Significant results and a boost to page growth come from well-configured targeted advertising and high-quality creatives. The specifics of configuring targeted advertising allow us to quite clearly define which people will see the advertising creatives (geography, gender, age, list of interests).
Therefore, we use this tool for coverage and then attracting the target audience. The main messages of advertising creatives should encourage users not only to visit the brand's page but also to look into stores to see the product in person and make a purchase.
And for online promotion to yield even better results, an additional plus will be offline brand activity: participation in events as a partner, collaborations with other projects, etc. For example, Avalon Group quickly solidified its presence in the audience's opinions, expanding its community.
And finally, one more important point: all new brands entering the market must realize that conquering the audience on social networks is a complex but crucial process. A successful SMM strategy will allow not only to attract attention but also to build long-term relationships with consumers.
Planning to conquer the Ukrainian or global market? Our advice—start with social networks. And if you need assistance, we, at Kiwi Agency, are happy to support you on this journey.