Details
Project: https://tikkurila-shop.com.ua
Topic: Construction, repair
Region: Ukraine
Platforms: Facebook, Instagram
Promotion period: September 2018 — February 2022
What the client asked: Color Studio Tikkurila is an online store of the chain of Tikkurila mono-brand stores, where paint products of the Kolorit, Farbman, Jedynka brands, and Anza TM tools for repair are presented. The company came with a request to popularize pages on social networks using targeted advertising.
Solution: To implement the given task, we propose a strategy for creating engaging, functional, and relevant content that will attract the audience and stimulate maximum interaction.
Goals:
✅ Create a page that could tell about the store’s wide assortment.
✅ Increase brand recognition and attract new target subscribers.
✅ Increase organic coverage and interaction with publications as a whole.
✅ Increase traffic to the site.
Tasks:
✅ Development of SMM strategy.
✅ Creation of visual and textual content that would reveal the essence of the project.
✅ Launching targeted advertising (the main goals are coverage and traffic to the site).
✅ Communication with users (working with a negative, prompt response to comments and direct messages).
Implementation:
✅ Developed and implemented SMM strategy.
✅ We developed the ToV of the brand.
✅ We created a visual concept considering the promotion goals (brand recognition, detuning from competitors).
✅ Developed a unified style of content in the profile.
✅ Developed and implemented systematicity in publications.
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Results:
Imagining what the feed of the Instagram account of the manufacturer of paint and varnish products looks like, what do you immediately think about? It’s a stingy set of technical characteristics and the product’s prices. Here, we developed a visual grid to convey the emotions that renovation can carry.
To move away from stereotypes, it was decided to emphasize bright colors, ease of painting walls, and many options and advantages the store’s products carry. Live photos occupied a significant part of the content. Our team took pictures of goods in the client’s stores every month, allowing us to quickly respond to the assortment changes and inform the consumer about it with relevant photos and videos.
Short videos with technologists and shop assistants were also filmed. Light and accessible but simultaneously highlighting all the main functions and features of the products, they have collected many views and reactions.
We decided to highlight the following categories of publications:
- Acquaintance with the assortment.
- Acquaintance with the technologies used in production.
- Completed objects.
- Shop life: production processes, activities, master classes.
- World experience in the application of technologies used by Tikkurila TM.
Our goal was to convey technical information in an accessible, easy-to-understand format. The main theses that were emphasized are the following:
- Positive qualities of the product.
- Innovative technology.
- Wide application of similar technologies in global practice.
- Social mission: training of future specialists.
The tone of voice was decided to be official but not too dry. Publications aimed at professionals in the construction industry (for example, developers) were more constructive and filled with technical information. The texts for those who plan to build or repair their own home were written in a more accessible and emotional way.
We chose targeted advertising as the primary tool for promotion on social networks. For this type of business, social networks are mainly not a source of sales but a way to make a statement, introduce products to a potential audience, promote the brand, and strengthen ties with partners.
The main tasks in advertising were the following:
- Increasing engagement of publications.
- Expanding the reach of the target audience.
- Attracting Likes to the page.
- Attracting additional traffic to the website.
Results
We share the results we achieved:
Results for 6 months of cooperation in 2018:
✅ Coverage — 493,077 people.
✅ Total engagement rate (reposts, likes, comments) — 58,603.
✅ Increase in followers — 1,219 people.
✅ The price per follower is $0.85.
Results for 12 months of cooperation in 2019:
✅ Coverage — 939,631 people.
✅ Total engagement rate (reposts, likes, comments) — 78,333.
✅ Increase in followers — 5,845 people.
✅ The price per fan is $0.24.
✅ Test baskets (2 months) — 55 pcs.
✅ The price for adding to the basket — UAH 9.25.
Results for 12 months of cooperation in 2020:
✅ Coverage — 2,014,966.
✅ Total engagement rate (reposts, likes, comments) — 143,145.
Results for 12 months of cooperation in 2021:
✅ Coverage — 1,466,890 people.
✅ Total engagement rate (reposts, likes, comments) — 22,377.
Results for 2 months of cooperation in 2022:
✅ Coverage — 196,275 people.
✅ Total engagement rate (reposts, likes, comments) — 11,630.
Conclusions: Promotion of the industrial sector requires a comprehensive approach and strategy development. Despite the strict subject (industrial and civil construction, production of construction materials, etc.), we implemented and diversified the content creatively, which gave excellent results.