We started by analyzing the market for delicious bouquets.
At that time, the product was on a wave of popularity: many small salons and home studios offered strawberry compositions. There was a clear strong competitor that had a large share of the niche.
It was necessary to rebuild: to play not on advertising rates and the race for the same client, but on a qualitatively different approach to creating an account concept and defining a new, more solvent audience.
Included in the SMM strategy:
- List of competitors and ways to detach from them in content and promotion.
- Target audience portraits, interests, triggers and barriers.
- Portraits of suitable influencers, detailed instructions for working with bloggers.
- Hypotheses for targeted advertising, ad messaging.
Number of Instagram users reached.
Organized a photo session and attracted 20 bloggers to advertise the community.
We tested different versions of visuals, and photos without processing performed best. This is not surprising: the real look of strawberries attracts more than any design delights. The only problem was that there weren’t enough high-quality product shots at the time. I had to urgently organize a photo session and invite bloggers to it, who then posted footage from the shooting in their accounts.
In order to work with influencers to be successful, we have collected and analyzed many popular accounts with the target audience of interest to us. The selection criteria were as follows — audience coverage, its activity, advertisements of other brands, profile concept.
Working with bloggers made it possible to natively promote the opening of salons, and additional registered promotional codes for a discount motivated a potential client to purchase. The calculation was not just for a one-time mention, but for the formation of a circle of loyal audience. It was important to build a kind of funnel for engaging subscribers in communication with the brand. Therefore, there was practically no direct advertising in the interaction formats, but there were multi-stage mentions, sweepstakes and offers to participate in surveys already inside the salon account.
We connected targeted advertising.
While working on an advertising campaign, we constantly tested new hypotheses and suggestions for the audience. Within a month, we managed to identify the most effective ad formats, which allowed us to increase the number of transitions to the account. After that, we started looking for offers and settings that will bring the most solvent audience.
Within a month, statistics showed that the average order receipt via social networks began to increase. The cost of the transition also increased, but the tactics were generally beneficial.
The geographical factor and the range of times the ads were displayed were important. The salons are located in the Kalininsky district of Novosibirsk and in Akademgorodok, so the advertising was set up in such a way that each salon received its share of the interested audience and would not be idle.
We studied the statistics of test campaigns and decided to display ads from 12:00 to 24:00 Novosibirsk time. This allowed us to get the maximum number of orders.
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Growth of followers on Instagram in the first two weeks.
Results:
The main result is a significant increase in the number of subscribers: from zero to 5400 in three months. Moreover, this is a high-quality audience capable of making a purchase.
General indicators for the first three months of work:
- Transitions: 18 466
- Posts: 10 600
The client continues to maintain accounts on his own, following our recommendations and instructions.