SMM promotion of the manicure product brand from scratch
How to use UGC content and a visual concept to build trust and awareness of a new brand
#Retail
Input data
Client: brand of manicure products in Ukraine TM Formula Profi.
Issues:
- a new brand that has not previously been presented on social networks;
- lack of high-quality photo content for product promotion.
Duration: 8 months.
Tasks
promoting the brand and increasing its recognition among the target audience on Instagram;
high-quality photo and video recording of the product;
high-quality photo and video recording of the product;
attracting the target audience to the page and increasing the number of target subscribers.
List of works and results
1. Formulating a brand promotion strategy on Instagram, which involves the use of a bright visual style to attract attention and the generating of UGC content to increase brand credibility.
List of works and results
2. Monthly photo and video shooting of the product, which took place in our studio in the following formats:
- subject shooting (we experimented with props each time to obtain more diverse content);
- macro shooting (the cutters were removed to show the target audience every detail of the product).
How the page looks now
3. Finding masters for expert video content and working with them on an ongoing basis. Videos from the masters were regularly published on the brand's page as UGC content and with its help received the largest amount of unique reach.
4. Promotion of posts to a wide target audience with the goals of Interaction and Profile visits.
The average page reach is up to 100,000 per month.
The average number of interactions (likes, comments, reposts, saves) is 1500-2000 per month.
Page audience grew from 0 to 2,199 target followers.
List of works and results
1. Formulating a brand promotion strategy on Instagram, which involves the use of a bright visual style to attract attention and the generating of UGC content to increase brand credibility.
List of works and results
2. Monthly photo and video shooting of the product, which took place in our studio in the following formats:
- subject shooting (we experimented with props each time to obtain more diverse content);
- macro shooting (the cutters were removed to show the target audience every detail of the product).
How the page looks now
3. Finding masters for expert video content and working with them on an ongoing basis. Videos from the masters were regularly published on the brand's page as UGC content and with its help received the largest amount of unique reach.
4. Promotion of posts to a wide target audience with the goals of Interaction and Profile visits.
The average page reach is up to 100,000 per month.
The average number of interactions (likes, comments, reposts, saves) is 1500-2000 per month.
Page audience grew from 0 to 2,199 target followers.
Conclusion
Professional photography of the product and development of the design concept of the page helped to attract the attention of the target audience to the new brand. And thanks to cooperation with UGC, who made expert videos and product reviews, it was possible to build trust in the brand. After all, it was from UGC content that we received the largest amount of unique coverage, interactions and dynamic growth of target subscribers on the page.
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