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BILLA humor
woman
logos title

or how to attract users’ attention

woman

Aims

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.

woman
family
family

Target
audience

Female, male

Age: 25+

Income: below average/average/
above average.

Average size of the household:
3 persons

Interests: cooking, fresh
and quality products, family
and family leisure.

Target audience

Female, male

Age: 25+

Income: below average/average/above average.

Average size of the household: 3 persons

Interests: cooking, fresh and quality products, family and family leisure.

smile

The solution
we proposed

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.

arrow
smile2

...cuz of

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:

phone
img1 img2 img3 img4 img5 img6 img7 img8

Our results

After 5 months of publication of the content that follows the chosen topics, the involvement indices have grown drastically:

vk

ER +46%

Number of interactions +60%

ok

ER +80%

Number of interactions +121%

Lightsabers

account
director’s
opinion

1

Over the working period, we managed to make a remarkable development of the BILLA brand pages in social networks and build an audience that actively participates in the community life, likes the posts and comments. The main objective of renewing the content strategy was to increase the loyalty of the audience, which we accomplished. The involvement rate has changed for the better, and it is crucial for the brand.

Milena Mihailenko
Nectarin account director

2

Milena Mihailenko
Nectarin account director

Customer’s
opinion

2

We are pleased that the Nectarin agency knows everything about the modern world of advertising and always offers new solutions to achieve maximum efficiency. We noticed that the audience loyalty has risen after we changed content on social networks. We enjoy that the audience on social networks has become more active and positive! Thanks to our partners, we will continue to work further and look for new options to increase the efficiency of our communities!

Ksenia Rodina
BILLA Russia marketing director

2

Ksenia Rodina
BILLA Russia marketing director

Project team

Milena Mihailenko

account director

Natalia Toporova

project account

Nika Bogatyreva

head of SMM dept.

Alexey Artemiev

copywriter

Maria Yakovleva

copywriter

Artem Obodzinskiy

copywriter

Anna Volkova

designer

Timofey Tryamkin

designer

Victoria Shabanova

designer

marmot
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