We started by developing an SMM strategy.
At the first stage, we analyzed competitors. Found common problems for promoting food delivery accounts:
- low subscriber activity;
- monotonous photos;
- complex navigation.
Many competitors gain audiences solely through giveaways with a mandatory «subscription» condition, which lead to a large percentage of non-targeted audiences.
At the time of the start of work, prizes were often held in the account, which attracted those who were only interested in a momentary win: more than 45% of mass followers and suspicious users.
This did not allow the account to receive the necessary reach, therefore the engagement rates were lower than those of competitors, which did not allow them to go to recommendations and be visible in the feed of a large number of their own subscribers.
Then we analyzed the target audience of the brand.
Compiled portraits with a detailed situational description of a potential client. Possible reasons for ordering, objections and key reasons for subscribing were prescribed.
Based on portraits:
- formed a trigger system;
- developed a communication strategy;
- updated the overall visual concept of the account;
- highlighted the main headings and marked them with tags for easy navigation;
- developed scripts for efficient processing of incoming requests.
As soon as the strategy was ready, the promotion started from scratch — they cleaned up the account.
We removed 1600 bots and mass followers, which blocked the display of posts to subscribers and the exit to recommendations. After the purge, the reach of the posts increased and the impressions went up.
Visit accounts:
We updated the visual content: organized and conducted several thematic photo sessions.
We showed representatives of the target audience.
We took high-quality photos for each item on the menu.
They showed what was happening in the kitchen and inside the points of sale.
Visually detached from competitors, formed a friendly and disposed brand image.
We collaborated with bloggers in two cities: Novosibirsk and Barnaul.
The criteria by which we selected bloggers:
- high involvement;
- the percentage of CA by geographic indicator is not less than 30%;
- coverage of posts in a specific city — at least 2000, stories — at least 1000.
We also studied the target audience of bloggers: like, commenting, active subscribers. It was important to see that the audience is really engaged in the account, trusts the blogger and is able to buy.
Rolls are a product that is suitable for a wide audience, so we collaborated with several groups of influencers:
- family bloggers;
- active bloggers;
- bloggers who tell subscribers about discounts;
- bloggers who are engaged in cooking or are engaged in the beauty industry.
We talked to the audience using game mechanics
We began to carry out gamifications with and without rewards, gradually our audience began to communicate with the brand and each other even without additional incentives. We have brand advocates, and the overall tone of communication has changed from negative to positive.
As a result, increased traffic and account engagement:
- 180 unique visits to the site from Barnaul bloggers during a month of cooperation.
- 176 unique visits to the site from Novosibirsk bloggers during three weeks of cooperation.
- Increased the average monthly ER of accounts by an average of 5 times (from 0.5% to 2.5%) with an increase in the number of subscribers by 2.5 times.
To increase awareness, we launched a promotion on a new platform for the brand — TikTok.
We regularly shoot and test different scenarios.
For the first two months of work:
- 56 761 views.
- 1 461 likes.
- 290 new subscribers.
- 29 videos.
Video with the most views.
The TikTok channel has become another promotion tool that helped us set ourselves apart from competitors: sushi delivery services and Japanese restaurants.
Gamified on social media.
For eleven days, users were awarded points for comments and likes. Subscribers with more points received prizes.
Results on Instagram:
- Engagement increased from 1.16% to 2.43%.
- The average number of likes increased by 80% and comments increased by 1200%.
- Customers began to leave positive feedback.
Results in VKontakte:
- + 0.3% subscribers per group.
- Engagement growth from 0.3% to 1.5%.
- Increase in the number of likes by 41%.
We publish a lot of engaging posts and stories, use useful and entertaining content.
We covered more accounts, subscribers began to see profiles, posts got into recommendations — the audience became more loyal.
- We have developed a new SMM strategy for the company, which allows it to detach itself from competitors and bring loyal customers to the account and to the website.
- We brought 1270 new subscribers.
- Every month we receive more than 1000 transitions to the site using the link in the profile header.
- Reduced the price of a lead to 38 rubles.
- We regularly get coverage of more than 2000 people for each post.
We continue our cooperation and expand our geography. Since April 2021, we have also been conducting SMM and targeting for branches in Moscow and Barnaul: