The Skoro Gotovo brand specializes in healthy eating and ready-to-eat meals in retort bags.
The promotion began with the development of an SMM strategy and a visual brand strategy: these documents became the main project. In the course of brainstorming with the client and analyzing the audience, we identified the following target portraits:
- Working mothers with children.
- Healthy lifestyle supporters and vegans.
- Single men.
- Tourists.
“Skoro Gotovo” is a natural and healthy product that suits each of the portraits.
We conveyed this idea through visual content.
At the same time, we needed different content options: for each target audience — our own creatives. These ideas later set the style and features of work on photo shoots.
We designed a profile and prepared a content plan. In stories and posts, we worked with both layouts and photos. The visuals in the feed are very diverse, while everything is decorated in the same style.
Content was coordinated with managers and the customer in Trello, this tool is especially convenient for collaborative work on content preparation.
We did gamification in stories and posts with cards.
They showed the content of the product through the environment, color and mood. At the beginning there was a lot of green, but a little later they found a balance with it: the design became calmer, and green was only a connecting element.
In the layouts, we used the ingredients that are part of the dishes to show their naturalness.
It was also necessary to show the scenarios in which the product can be used.
Photo sessions were conducted with each of the target portraits. At the shooting planning stage, the SMM specialist and the visualizer updated the content plan. Suitable themes, models and locations were selected for each portrait. At the same time, it was more important to convey the atmosphere in the frame than to show the product.
Initially, there was a request for magazine photos: focus on packaging and product, contrast processing.
For this photo session we invited a professional food photographer and models: a girl, a guy and a mother with a child.
The packaging should be in the center of the frame, so the location was chosen in bright colors. For the most visual composition of products, fresh vegetables, cereals, fruits and berries were taken, which are key ingredients.
To show how convenient it is to take “Skoro Gotovo” products to nature, and how easy it is to prepare, we conducted an additional shooting on the street.
During the first photo shoot, all products were filmed at the time of consumption.
A month and a half later, in order to attract healthy lifestyle supporters and young mothers, we changed the visual concept.
For the second photo shoot, we found direct consumers of our products. We turned to a professional yoga trainer, a young family with a child and an aspiring actor.
We moved away from magazine content processing and shifted the focus from products to the target audience. Flowers, sports equipment, craft paper and a reusable ECO shopping bag were added to the props in addition to products.
The photos turned out to be more lively and natural, the processing is softer and darker. Due to this, it is easier for a user on a social network to associate a photo with himself.
We also prepared a short ASMR video to convey the sensations that a person experiences during the preparation and consumption of products. In this video, the emphasis was on sounds, as it should be in real ASMR.
Results for three months of work:
- The total coverage for 3 months is 6,301 people. Medium — 2100.
- The average ER is 11.9%.
- Number of saves for 3 months — 42.
At the moment, the client maintains an account on his own.