Details
Project: https://www.ruta.ua/
Topic: Sanitary and hygienic products
Region: Ukraine
Platforms: Facebook, Instagram
Promotion period: May 2020 — August 2023
What the client asked: Request for SMM brand promotion.
Solution: For the task of promoting the brand, we decided to work with the pain points of the audience, namely, to promote the brand by describing the specific needs of the consumer. The goal was to convey to subscribers that the brand’s products would be helpful in any life situation.
Goals:
✅ Conveying the brand’s philosophy to the TA.
✅ Increasing the number of subscribers in own media.
✅ Creation of organic noise around the brand and content.
✅ Strengthening the involvement of followers in the brand world through social networks.
✅ Updating the communication strategy.
✅ Increasing the number of reactions to brand content.
Tasks:
✅ Obtaining the maximum organic reach of the target audience.
✅ Development and preparation of content.
✅ Launching targeted advertising.
✅ Community management: instant answers to questions, work with a negative.
✅ Evaluation and analysis of content, proactivity, and development of recommendations for changing headings/published content, approach to maintaining SMM pages.
Implementation:
✅ Analysis of the target audience.
✅ Launching advertising campaigns to increase brand recognition.
✅ Launching advertising campaigns to reach for the presentation of new products, promotional offers, and promotional videos.
✅ Launching advertising campaigns with the goal of Conversions and Catalog Sales to increase sales in the company’s online store.
✅ Developed and implemented SMM strategy.
✅ We developed a unified style of filling the profile with content.
✅ We developed the ToV of the brand.
✅ We used situational marketing and customized newsbreaks by the brand’s ToV.
✅ Introduced new rubrics that are relevant for TA.
✅ Organized photo and video shooting with products to create live visual content.
✅ Conducted regular contests/activations with exciting mechanics to maintain high page activity.
Більше
Results:
While working on this project, we implemented the developed strategy on Facebook and Instagram social networks. We had the opportunity to work with the product in creating unique content for social networks, which caused an emotional response in the audience and our team.
Visually it looked as follows:
We created video content for the company’s YouTube page, which also allowed us to achieve good results:
If we talk about achievements in numbers, we managed to:
✅ Increase coverage on pages and Facebook and Instagram networks.
✅ Increase visits to profiles.
✅ Increase impressions and coverage with targeting.
✅ +6K followers on Facebook and Instagram pages.
✅ +10K comments on Facebook pages.
✅ <3000 reposts on Facebook.
✅ + 25 million people advertising impressions on Facebook and Instagram pages.✅ +70K — increase in brand advertising recall in social networks.
Conclusions:
Working with paper products is an interesting case. Here, it is important to show not only the advantages of the brand but also to instill a love for it because such a product is rarely bought online. Successful SMM for this segment is when you see a product on social media and then, without hesitation, purchase it from the shelves of your favorite store. This was precisely the task we had.
We took the vector for the fact that the brand is always nearby. Are you in the car? There are mini-sized napkins for the car glove box. Are you at home? There are multi-layered paper towels for you to handle any task. Are you on a walk with a child? There are little handkerchiefs for you, too! And we also have solutions for a hundred different life situations.
The Ruta TM case exemplifies a quality combination of the brand’s philosophy and a modern approach to sales. Do you want the same? Leave an application on our website 🙂