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SMM promotion for the manufacturer of mayonnaise, sauces, and butter TM Olis

How to use an updated concept and interactivity to attract subscribers and expand the audience’s understanding of the brand

#Retail

Input data

Client: brand of fat-and-oil and sauce products, one of the largest mayonnaise producers in Ukraine.

Problem: minimum budget for paid page promotion; the page has not been actively promoted before.

Work completion time: 8 months.

Tasks

popularizing the brand among the target audience on social networks;

increasing the number of subscribers and interactions on the Facebook page;

searching for alternative methods of attracting audiences.

List of works and results

We developed a content strategy that focused on interactive content as well as sections related to recipes.

We developed the visual concept of the page and its redesign. We proposed a recognizable style for the brand’s social networks, which significantly improved the quality of the content.

Comparison of previous and new designs:

Before (design of posts before collaborating with us)

After (design of posts after we implemented the design concept)

We also created Stories based on a new design concept

Example of Stories design:

We promoted posts to a wide target audience with the goal “Interaction” (the cost was in the range of $0.01-0.02).

We regularly held competitive activities and tested different mechanics and formats. There were also one-day interactive competitions in Stories.

Examples of competition messages:

Thanks to competitive activities, the page’s audience was increasing by 200-300+ subscribers.

Main conditions of the competition: subscribe to the page and write in the comments your unique recipe using products from OLIS and GUSTÓ.

The target audience actively participates in such competitions; the number of participants ranges from 400 to 800.

The number of subscribers on the page almost doubled: from 2,483 to 4,748

The average page coverage is up to 90,000 per month

Coverage indicator before cooperation with us (March 2023)

Coverage indicator when collaborating with us (November 2023)

The average number of interactions (likes, comments, and reposts) is 5,000 per month. The largest number of interactions come from interactive content, competitions, and posts with recipes that the target audience actively comments on

Average monthly page interactions

List of works and results

We developed a content strategy that focused on interactive content as well as sections related to recipes.

Before (design of posts before collaborating with us)

After (design of posts after we implemented the design concept)

We also created Stories based on a new design concept

Example of Stories design:

We promoted posts to a wide target audience with the goal “Interaction” (the cost was in the range of $0.01-0.02).

We regularly held competitive activities and tested different mechanics and formats. There were also one-day interactive competitions in Stories.

Examples of competition messages:

The target audience actively participates in such competitions; the number of participants ranges from 400 to 800.

The number of subscribers on the page almost doubled: from 2,483 to 4,748

The average page coverage is up to 90,000 per month

Coverage indicator before cooperation with us (March 2023)

Coverage indicator when collaborating with us (November 2023)

Average monthly page interactions

Conclusions

The formation of a content strategy and the development of a design concept helped attract a new target audience and arouse interest in the existing page, which affected the growth of the audience and increased interactions.

An important role was played by competitive activities in which the audience actively participated, as well as useful educational content, for example, recipes that demonstrate the possibilities of using Olis products during cooking or as an addition.

It helped us revive the page and get the dynamics of the growth of key indicators: increasing audience, number of interactions, and coverage.

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