SMM promotion for the chain of minimarkets: an advertising campaign in social networks on the occasion of KOLO's birthday
How we drew attention to the offline activity of a grocery chain thanks to UGC content and thematic headings
Input data
Client: the chain of grocery stores KOLO.
Issue: short deadlines for the development and implementation of an advertising campaign.
Duration: 9 weeks.
Tasks
support on social networks of offline activity, which provided for the raffle of 7 iPhones for 7 weeks;
increasing the number of target subscribers;
formation of loyalty to the company.
List of works and results
1. We developed the thematic design of the page and separate sections dedicated to the campaign, as well as separate highlights, in which all materials related to the info drive were fixed.
Examples of such visuals:
2. UGC creators whose videos were posted on Facebook, Instagram and TikTok were brought into cooperation. To maximize the audience's interest in the info drive, UGC video was used for the announcement and start of the campaign and in this way reached almost 250,000 users.
The best results were obtained by making a joint post with the creator, thanks to which the rate reached more than 160,000 users.
3. We filmed the process of handing over the smartphone to the winners and posted the finished materials in Reels format. Thanks to the video with the winners, we additionally reached more than 40 thousand users.
4. Animated videos were also used, in particular with trending templates:
5. We launched targeted advertising, namely the promotion of posts with the goals of Interaction and Profile visits. To do this, we gathered audiences based on interests and segmented them. We also used methods for organic promotion: hashtags and trending sounds.
The dynamics of the growth of followers on the KOLO Instagram account at the beginning of the promotion of activities on the occasion of the birthday and at the end:
Indicator of unique reach on the KOLO Instagram account at the beginning and end of the promotion of activities on the occasion of the birthday:
List of works and results
1. We developed the thematic design of the page and separate sections dedicated to the campaign, as well as separate highlights, in which all materials related to the info drive were fixed.
Examples of such visuals:
2. UGC creators whose videos were posted on Facebook, Instagram and TikTok were brought into cooperation. To maximize the audience's interest in the info drive, UGC video was used for the announcement and start of the campaign and in this way reached almost 250,000 users.
The best results were obtained by making a joint post with the creator, thanks to which the rate reached more than 160,000 users.
3. We filmed the process of handing over the smartphone to the winners and posted the finished materials in Reels format. Thanks to the video with the winners, we additionally reached more than 40 thousand users.
4. Animated videos were also used, in particular with trending templates:
5. We launched targeted advertising, namely the promotion of posts with the goals of Interaction and Profile visits. To do this, we gathered audiences based on interests and segmented them. We also used methods for organic promotion: hashtags and trending sounds.
The dynamics of the growth of followers on the KOLO Instagram account at the beginning of the promotion of activities on the occasion of the birthday and at the end:
Indicator of unique reach on the KOLO Instagram account at the beginning and end of the promotion of activities on the occasion of the birthday:
Conclusions
During the offline activity on the occasion of KOLO's 7th birthday, we managed to reach more than 800 thousand users on social networks.
The most effective tools for achieving such indicators have been cooperation with UGC creators in combination with winning videos and trending templates.
In the complex, this also had a positive effect on loyalty and trust both in the promotion and the chain of stores KOLO in general.
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