Details
Project: https://kindfish.com.ua/
Topic: Black caviar
Region: Ukraine
Promotion period: June 2023 – January 2023
Platforms: Facebook, Instagram
Client’s Request: In June 2023, the producers of natural caviar approached us with a request for social media promotion. The product showed strong sales results in offline network stores, and the company decided to promote its products online. The main goals were to increase brand recognition and boost sales through the company’s online store.
Solution: At the beginning of our cooperation with the client, we implemented a comprehensive promotion strategy that included the use of the following marketing tools: SMM & Targeting, PPC, SEO.
In this case study, we’ll take a closer look at the results of managing pages on social media platforms Facebook and Instagram, as well as running comprehensive targeted advertising campaigns.
Goals:
✅ Increase brand awareness and attract new target followers
✅ Increase organic reach and engagement with posts overall
✅ Drive continuous sales through social media
Tasks:
✅ Develop an SMM strategy
✅ Fill the page with informative and creative content showcasing the product
✅ Launch targeted advertising (ads to increase brand awareness; ads to increase inquiries through Direct and Messenger; ads to boost sales on the website)
✅ Organize effective communication with users (handling negative feedback, prompt responses to comments and direct messages)
Implementation:
✅ Developed and implemented an SMM strategy for Instagram and Facebook pages, taking into account the characteristics of the target audience on both platforms
✅ Created a unique visual concept for the pages
✅ Wrote photo shoot scripts and selected references
✅ Organized a photoshoot for content to be used in social media posts
✅ Worked on the brand’s tone of voice for crisis situations and general communication with followers
✅ Developed the concept for advertising creatives and handled their execution
✅ Selected and collaborated with bloggers and influencers
✅ Used polls, tests, and recipes in Stories to increase engagement
✅ Continuously updated the project strategy based on advertising results from Instagram and Facebook pages
✅ Launched advertising campaigns with goals of “Traffic and Conversions” to the website
✅ Regularly promoted posts to boost activity on the profiles
Більше
To achieve the set goals, we analyzed competitors’ accounts, the target audience, and developed the visual style that would work for this niche. To make our brand stand out and boost awareness, we held monthly product photoshoots that aligned with the developed visual concept. We also shot detailed recipes using the product. These creatives garnered the highest popularity among users.
Profile look BEFORE working with us:
Profile look DURING our work:
The main focus in the visual style was on brand recognition, the values of the family behind the business, and the company’s achievements.
The color palette was harmoniously built using the brand’s signature black color. This contrasting design is easy to remember and positively impacts brand recognition. Thanks to the close-up presentation of the product in most of the advertising photos, visitors could get familiar with the offer without even entering the page, simplifying the customer journey.
Results for the period June 2023 – January 2023:
✅ > 100 target comments on the pages
✅ +466% views on Instagram Stories
✅ > 500 sales through Facebook Ads
✅ > 436,700 ad impressions
✅ Traffic to the website > 20,000 people
✅ > 989,000 ad reach on Facebook and Instagram pages
✅ Doubled the number of transactions compared to 2022
✅ Achieved 21k visitors to the website from social media
✅ Social media reach exceeded 100,000 people
✅ Visits to Facebook and Instagram pages increased to 2,000 and 6,000 people, respectively.
✅ Increased audience by 1,000 people on the pages within 3 months
✅ Video views reached 18,000 initial views
Conclusion:
Promoting a family business is always a great responsibility. It is important to consider the values, hard work, and limitless love for the product. Our main task was to convey to consumers that caviar is not just for New Year’s Eve.
Debunking the stereotypes about caviar became our mission. We talked about its benefits, gave tips on how to serve black caviar during Halloween, and even answered the question: can children eat it? Of course, they can! And this was confirmed by blogger Sasha Bo, without any paid integration, simply because she loves our product.
Honestly, black caviar became our discovery. We integrated our knowledge into the content, remained in constant contact with the client to gather useful and interesting information about production, and then conveyed this to the end consumer.
The best outcome of our collaboration was when the client sent us a message saying that stocks for retail sales in the online store had completely run out.
We love your businesses endlessly. We care about every single product sold. We treat it as if it were our own because you taught us to do so – our clients 🙂