Reputational SMM support of the campaign for the Internet provider Lanet Network

Creating a general concept of the competition and developing the mechanics of the event: stages, themes, prescribing the conditions of participation and balanced distribution of the prize fund equivalent to stages. The concept had to emotionally resonate with subscribers and be interesting in terms of the mechanics of participation. The idea combined several images: independence, dream, speed, patriotism and love for everything Ukrainian. The entire competition was a conditional virtual journey for prizes on an airplane over Ukraine, and each stage was a takeoff, the flight itself or the completion of the flight (landing). Tasks were added to each stage that had to be completed to participate by writing answers in the comments.

Developing the mechanics of participation. We developed mechanics that encouraged participants to join each of the stages regardless of winning in the previous ones. And also, using reposts and tags of other users, to spread the competition post among their friends. Only those participants who participated in each previous stage could win the final super prize. We raffled off the opportunity for new subscribers to switch to a promotional tariff and 34 months of free Internet use for existing subscribers, as well as physical prizes: gigabit routers, a tablet, a smartphone and a laptop.

Planning the stages and announcements of the stages. We prepared intriguing posts, in which both in graphics and in text, we lifted the curtain of the expected event, with the opportunity to win prizes. It allowed us to inform in advance about the start date of the competition and warm up the audience’s curiosity. It was also planned to inform about each stage of the competition on other platforms, such as Telegram, Viber and email newsletter.

Development and creation of creatives, writing text for posts. The agency’s design team combined graphic elements with live photos to fully reveal the meaning in one picture and quickly read the necessary messages. The mandatory components of the post texts were: information about the campaign and new promotional tariffs; description of the prize pool to encourage users to participate; emotional component on behalf of the company to create a connection with the audience; conditions for participation in the competition and prize drawing.

Launch of targeted advertising of posts on Facebook and Instagram. The agency's targetologists launched advertising on contests and posts for a warm-up with the goals of Interaction and Profile Visit.