We started our work by analyzing the market for delicious bouquets.
At that moment, the product was on a wave of popularity: many small salons and home studios offered strawberry compositions. There was a strong competitor who held a large share in the niche.
It was necessary to differentiate: to play not on advertising inserts and chasing the same client, but on a qualitatively different approach to creating an account concept and identifying a new, more solvent audience.
What we included in the SMM strategy:
- A list of competitors and ways to differentiate from them in content and promotion.
- Portraits, interests, triggers, and barriers of the target audience.
- Portraits of suitable influencers, detailed instructions for working with bloggers.
- Hypotheses for targeted advertising, ad messages.
The number of Instagram users covered.
We organized a photo shoot and attracted 20 bloggers to advertise the community.
We tested different visual options, and photos without processing performed best. This is not surprising: the actual appearance of strawberries attracts more than any design delights. The only problem was that there were not enough high-quality pictures of the product at that time. We had to urgently organize a photo shoot and invite bloggers to it, who then posted the footage from the shooting on their accounts.
To make our work with influencers a success, we have collected and analyzed many popular accounts with the target audience we are interested in. The selection criteria were as follows: audience reach, activity, placed advertisements for other brands, and the concept of a profile.
Working with bloggers allowed us to natively promote the opening of salons, and additional personalized discount promo codes motivated a potential customer to purchase. Our goal was not just to get a one-time mention, but to build a loyal audience. It was important to build a kind of funnel to involve 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 salons’ account.
We have enabled targeted advertising.
We were constantly testing new hypotheses and suggestions for the audience while working on an advertising campaign. During the month, we managed to identify the most effective advertising formats that allowed us to increase the number of clicks to the account. After that, we started searching for offers and settings that would attract the most solvent audience.
A month later, statistics showed that the average order receipt via social media began to increase. The cost of the transition also increased, but the tactics turned out to be beneficial in general.
The geographical factor and the time range of the ads were important. The salons are located in the Kalininsky district of Novosibirsk and in Akademgorodok. Therefore, the advertising was set up in such a way that each salon received its share of the interested audience and did not stand idle.
We studied the statistics of the test campaigns and decided to display ads from 12:00 to 24:00 Novosibirsk time. This allowed us to get maximum orders.
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The increase in the number of followers on Instagram in the first two weeks.
Results:
The main result is a significant increase in the number of subscribers in three months: from Zero to 5,400. Moreover, this is a high-quality audience capable of making a purchase.
Overall indicators for the first three months of operation:
- Traffic: 18,466
- Messages: 10,600
The client continues to maintain accounts independently, following our recommendations and instructions.