Increase the target audience loyalty;
Increase the reach and involvement
of the audience in social media;
Reach the top positions of the social media auditory
amongst food retailers.
Income: below average/average/
Average size of the household:
Interests: cooking, fresh
and quality products, family
and family leisure.
Income: below average/average/above average.
Average size of the household: 3 persons
Interests: cooking, fresh and quality products, family and family leisure.
The main problem of food retailer's social media is a monotonous content. Users quickly get bored of single-type posts in their feed, therefore losing interest in the community. In this context we proposed to make the content that would be closer to the communities’ subscribers – add humour, situational posts, put information about important historical dates on social media, holidays and other content that resonates emotionally with the brand´s audience.
We believe the brand should act in harmony with its audience, which is why we decided to relate to topics that evoke interest among the majority of our subscribes and get a massive feedback in the internet – movies, TV series, music, games and contests.
Examples of how it was:
After 5 months of publication of the content that follows the chosen topics, the involvement indices have grown drastically:
Number of interactions +60%
Number of interactions +121%