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SMM promotion for the chain of semi-finished products stores Halya Baluvana

How we almost quadrupled our audience with Reels and got over a million views

#Retail

Input data

Client: the chain of stores Halya Baluvana that is located on the left bank of Kyiv.

Issues:
– franchise covering only the left bank of Kyiv;
– the need to find an audience by geolocation;
– separation from the general brand, the value of products is precisely in the points of this franchise.

Duration: 3 months.

Tasks

reach the target audience by geolocation;

encourage purchases in specific stores and delivery orders;

increase the number of targeted followers on the page.

List of works and results:

1. We developed a content strategy with the following permanent headings: benefits, promotions at points of sale; convenience of using delivery; quality and production processes; entertainment content in Reels format; advertising specific dishes and the ease and convenience of their preparation.

Examples of designing posts with graphics and a combination of graphics and photos:

Examples of Stories design:

The posts also used photos without adding graphic elements, which were used to arouse appetite and the desire to buy:

2. Special attention was paid to the Reels format, which was regularly filmed in the Halya Baluvana store. The number of views reached from 4,000 to a record 2 million, and it was also from this format that the largest number of subscribers came.

The highest amount of organic reach, namely more than 2 million, received Reels from the production process, which was recommended due to the following factors:
- dynamic ethnic music, which is currently in trend among listeners;
- frequent changes of frames that hold the viewer's attention;
- the absence of text in the video that sells or encourages action (that is, does not create the feeling that a person is trying to sell or offer something);
- the simplicity of shooting that inspires confidence;
- an overall friendly atmosphere featuring real cooks, not video models;
- associativity with the nearest Halya Baluvana store, where you can always see cooks at work.

3. Paid promotion methods were used

In particular, competitive activity, which attracted 246 target subscribers to the page and kept the attention of a new audience with interesting and useful content.

Thanks to the above actions, the coverage index increased by +1155.8%

Also, significant dynamics of the «Interaction» indicator were observed from month to month

The number of subscribers increased from 1220 to 5829 in 3 months of work on the project.

List of works and results:

Examples of Stories design:

The posts also used photos without adding graphic elements, which were used to arouse appetite and the desire to buy:

3. Paid promotion methods were used

In particular, competitive activity, which attracted 246 target subscribers to the page and kept the attention of a new audience with interesting and useful content.

Thanks to the above actions, the coverage index increased by +1155.8%

Also, significant dynamics of the «Interaction» indicator were observed from month to month

The number of subscribers increased from 1220 to 5829 in 3 months of work on the project.

Conclusions

With the help of photo and video content with a clear rubric, we were able to attract the target audience to the page and encourage them to make purchases at offline points of sale and online orders.

Special attention was paid to video content aimed at entertainment and virality because users relax on social networks, so it is easier to perceive such types of content. The subconscious desire to try what they saw converted viewers of the content into subscribers and buyers of products of a specific franchise of Halya Baluvana.

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