CLAIMED TO BE REBRANDING TEA PACKAGING THROUGH INFLUENCERS

GOAL

Raise awareness of the new design of the “Pearl of the Nile” tea packaging and attract the attention of the target audience.

AUDIENCE

Traditional Kyrgyz women over 25 years old, housewives, mostly married with children. The main value is family life and comfort.

PERIOD

1 month

LIMITATIONS

Limited budget for a full-fledged campaign.

SOLUTION

#Influensers

RESULTS

89,563 people saw posts about the new «Pearl of the Nile» packaging (+12%);

78,108 people saw posts in posts about the new «Pearl of the Nile» packaging;

195,138 times the new «Pearl of the Nile» packaging was featured on Influencers’ Instagram.

ABOUT IMPLEMENTATION

Strategy: Due to the limited budget, we decided to use bloggers as a promotional tool. The idea: bloggers will showcase their ideal breakfasts/dinners with their family members, where the main attribute will be “Pearl of the Nile” tea in a new design. They will be introducing national dishes, national dishes and national clothing, talking about the new design and holding a contest.

Contest: Each blogger will tell their subscribers about a contest in which they can participate and win prizes by posting videos of them drinking Pearl of the Nile tea and celebrating their friends. Newly-packaged teas must be used to enter the contest. Prizes include 10 gifts of tea in a gift bag and 1 main super prize – a basket of tea, brewed tea, service, dried fruit and nuts. To enter the contest, you must post a post with the hashtag #жемчужинанила.

Results and major barriers:
Several contest posts were expected in the first phase of the campaign, but the number of participants turned out to be low. The main barriers encountered included the lack of a «Pearl of the Nile» page on Instagram and the lack of new tea packaging in stores.

The bloggers’ videos were released, but no one entered the contest.

Additional incentives for participation:

Several solutions were offered to encourage participation, and a third one was chosen: posting invitations to participate in the contest in “mom” publishers.

several videos from the campaign

Results and recommendations:

The campaign is rated a success because it was able to save investment on the summing up of the competition and redirect funds to additional activity, increasing SOV compared to competitors. Shortcomings in the trade were identified, which had a favorable effect on the affiliate.

The main difficulties encountered included timelines, the impact of external factors on deadlines from bloggers, the complex mechanics of the contest, and the unavailability of new packaging in stores.

REACHED MORE THAN 1,000,000 MOMS WITH CHILDREN UNDER 3 WITH DSP

GOAL

To support and increase the level of loyalty of mothers with children under 3 years old, pregnant women and those who have recently given birth and are interested in vitamins to the “X brand” vitamin D  brand.

AUDIENCE

Mothers with children under 3 years old, pregnant women, those who have recently given birth, those interested in vitamins. Geography – all of Kyrgyzstan.

PERIOD

3 month

SOLUTION

#performance

STRATEGY

First month: Gather the audience among whom it is so important to raise awareness of brand “X. Launch a native advertising format that will be shown on websites and apps that match the interests of the target audience. Using a programmatic platform to identify and reach target users.

Next 2 months: Launch a targeting campaign to users who showed a response to the ads in the first month.

Campaign format: offer to buy brand “X” in the nearest pharmacy.
When the user clicks on one of the suggested pharmacies, the banner opens a map showing the nearest pharmacy where the product can be purchased.

Tools used:

A programmatic platform to identify and reach the target audience.
Native advertising format to increase brand awareness.
Banners with an offer to buy the brand at the nearest pharmacy to the potential customer’s location. Interactive map showing the nearest pharmacy where the product can be purchased.

Results:

Reached over 1 million unique users (the plan was 700,000).
More than 2,000 clicks (+5% to plan) on the banner during the first month of placement.
More than 3,500 clicks (+10% to plan) on the format offering directions to the nearest pharmacy over the next two months.

Now for some details…

Execution steps:

1. Research and analysis of the target audience:

We know we want moms with kids under 3, pregnant, recently parenting, and interested in vitamin topics. We’re looking for their basic needs and interests, as well as where they spend most of their time online.

2. Setting up the programmatic platform itself:

Creating audience segments based on user interest data and behavior related to vitamins and children’s health.

3. Development of native advertising materials:

We create attractive and informative ads that will appear on websites and apps visited by the target audience. Ads, according to our idea, should attract attention and arouse interest in the brand “X”.

4. Campaign launch in the first month:

Native ads will be displayed on selected sites and apps, according to user interests. The goal is to gather an audience and increase brand awareness.

5. Analysis of first month results:

Measurement of reach, clicks and other metrics to assess campaign effectiveness. Identification of the audience that showed a response to the advertisement.

6. Launch the targeting campaign in the next two months:

Set up banners offering to buy the brand at the nearest pharmacy for the audience that showed a response to the ad in the first month. Clicking on the banner opens an interactive map showing the nearest pharmacy to the clicked one.

7. Monitoring and optimization:

We regularly analyze data and optimize campaigns for better results. If necessary, we make changes to the ads, programmatic platform settings or card format to increase conversions and loyalty levels.

8. Evaluation of results and analysis of effectiveness:

At the end of the three-month programmatic campaign a complete analysis of its results. Comparison of actual results against objectives, such as reach, conversions and loyalty levels. Study the metrics of conversion, average check and user engagement.

9. Evaluating ROI (return on investment) and the payback period of the campaign.

10. Drawing conclusions and recommendations:

Based on the analysis of the results, we formulate key conclusions about the effectiveness of the programmatic campaign. We provide recommendations for further steps to maintain and increase brand loyalty among the target audience.

11. Further actions:

Gather the knowledge and experience gained to develop and implement new marketing strategies that will strengthen the brand’s position in the market 😊

For example, started using personalized communication with customers, launched a couple of loyalty programs or held informational events for parents and pregnant women.

The case study on maintaining loyalty to brand “X” using a programmatic campaign achieved significant results within 3 months.

The combined approach, starting with basic audience gathering and awareness raising, and then moving on to targeted advertising and suggesting a path to the nearest pharmacy, helped to attract more than 1 million Kyrgyz, exceeded the target conversion rates for the banner and card format, and strengthened brand loyalty. The results became the basis for developing further marketing strategies and improving the interaction with the target audience.

*Case is protected by an NDA with the client

PERSEN DAY/NIGHT

No stories about how commercials for sedatives should annoy you, but instead help you get through the realities of Kyrgyz life more easily and simply.

First there was the word. And analysis, of course. Therefore, before launching the advertising campaign, we learned that previously the Brand had not been represented in digital. And in the media space did not appear for 5 years. Therefore,

The primary task was the need to ensure recognition of the sedative, given the fact that there are two forms: DAY and NIGHT. At the same time, the key performance indicator is to achieve the highest possible coverage, high frequency and growth in demand at the POS.

After discussing communication channels, studying the audience and trends up and down, we decided to connect mix of channels:

OLV + placement on news resources (in the place of the most acute triggers for excitement) + e-com + search campaign.

In this case, we took into account all the features of the brand and used different tactics for each of the forms:

NIGHT: display of the ads was only during the night – 21:00 – 04:00. During the month of Ramadan, when users are most active at night, the emphasis on local resources was placed on the placement of this form.

DAY: Demonstration of advertising creatives only in the daytime – 04:00 – 21:00. Emphasis on 3 variants of the ads, with the help of solving the problems of stress in different life situations.

In order to be able to track the results of the campaign we created a website, which told about the PRESENT and its sales locations in the most interactive and interesting form.
Various metrics and tags were plugged into the site for later use by a warm audience.

MIX CHANNELS:

Banner (Kaktus Media and Akipress)*
OLV (IG, YT, Programmatic ) Search
Placement in online pharmacies (IG)*

THE PROBLEM AND THE SOLUTION:

By collecting weekly statistics the problem of advertising in YT was found in time (change of advertising algorithm in KR) and the decision was made to reallocate the budget to more effective platforms, which allowed to achieve maximum coverage of the target audience.

IN 1 MONTH:

More than 27 thousand users on the site;
More than 32 thousand sessions;
The average duration of a session – 14 sec.

According to Google Analytics: the most visited page of Persen Night is due to maximum activity in Orozo Ait.

Digital агентство Кыргызстан
Site persen.kg for campaign

*No targeting option

**It is possible to target

*** Cost per 1,000 users reached


SUPERMARKET CHAIN “FRUNZE”

INTRODUCTORY TASK FROM THE CUSTOMER, PROBLEMATIC, GOALS

The brand is characterized by a reserved style of communication with clients both during advertising campaigns and in the main. This peculiarity had to be avoided and laid the foundation for further communication.

The target audience is residents of Bishkek, Osh, Naryn, and Jalal-Abad, who buy products and basic necessities close to home. Predominantly women.

By the time they contacted the agency, the company had already created communities in social networks and experience of cooperation with several SMM-agencies, which did not always apply high-quality mechanics. Therefore, the main task, in addition to growing the subscriber base and engagement figures, was to create an SMM strategy for the project, taking into account all the directions and tools that would solve the client’s goals.

The goals of brand presence in social networks:

  • Creating a positive brand reputation
    • Growth of the community’s subscriber base
    • Growth of audience loyalty to the brand
    • Detachment from competitors
    • Initiating advertising campaigns and increasing reach
    • Growth of engagement metrics

CASE DESCRIPTION AND CREATIVE WAY TO FIND THE BEST SOLUTION

  • Creating a strategy to promote the brand in social networks (performing the task helps to solve all the listed brand objectives in social networks)
    • Selection of Influencers (reputation management, detachment from competitors)
    • Setting up navigation and elements (managing and maintaining communities)
    • Conducting activities (initiation of advertising campaigns and increase of coverage, creation of positive brand reputation, growth of community signature base)
    • Communications with audience (reputation management, loyalty growth, increase of engagement index)
    • Consulting client’s representatives on social networks (management and maintenance of communities, creating a positive brand image)

WE PROPOSED TO GO BEYOND

And to create a whole series of competitions and activities focused on both in-store and online engagement, because in view of the complicated epidemiological situation in the country, active offline integration could have a negative impact on the store customers and suggested a set of contests and their viral integration in the social networks Instagram and TikTok. And this is the result of that:

  • “Let’s do it for 10” is an integration at the intersection of online and offline, analogous to the famous show “Let’s Bet”. We chose a cool, involved moderator whose task was to play a series of games in different branches of the chain. According to the mechanics, participants had to answer questions from the General Knowledge category and simple questions about Frunze supermarkets in 10 seconds. Winners were rewarded, and the recording of the game with the best moments was released in the TOP entertainment Instagram publics – OMKS.kg, OMKS_video, Kurut.video, etc.
  • “Frunze Through Children’s Eyes” is the most emotional and touching competition, imho. We suggested a mechanic that all visitors with children could draw Frunze with their children the image they saw or wanted to see. In the original concept, the idea was to draw in the parking areas of supermarkets, previously freeing them from cars, but… COVID-19 made its adjustments. From that, we held the competition on Instagram and got even more engagement. We decided to reward each young talent for their participation 😊
  • “Cooking with Frunze” is a competition similar to the “My Kitchen” program. The most controversial story and the most difficult to implement. Every marketer and SMM specialist in Kyrgyzstan will tell you that our people are lazy and are unlikely to fulfill conditions more complicated than “get sushi for reposting.” But, we took a chance. Since we needed not only to make a buzz on social media, but also to increase loyalty, we suggested the following mechanics: Shop – Cook – Publish and film all these processes on video. And for greater influence and interest, we invited bloggers to participate in the competition. Spoiler – invited 5 bloggers, but participated about 12, which was very pleased with and marketing the client and the working group MADMEN.
  •  “Frunze 10 Years” was a loyalty contest, asking participants to record a greeting to the supermarket and post it all on their page. It was trivial, no magic, but it worked.

    In parallel, we made vines and covers of them to the sounds and entered the TikTok trends and viralized it through the most popular Instagram publishers.

FROM THE DETAIL TO THE NUMBERS, OR WHAT WE GOT AFTER A MONTH IN THE FINISH LINE

The marketer, the advertiser, the SMM specialist – it’s all about “I’ll give you a hundred thousand, he’ll do something with it in the dark room and bring you three hundred.  And so it went:

  • 1.21% growth in subscribers (+ 2,952);
  • Growth in % Engagement (ER) by 42.86% (1%);
  • Increase in average daily activity by 3.34%.
  • The total number of impressions of Frunze page publications increased by 46.86% (14.8 million impressions);
  • The number of profile actions increased by 25.57%.

Also,

  • Over 3,000 publications by hashtags;
  • 7 videos hit the TikTok trends in Kyrgyzstan;
  • 123 publications in the popular publishers.


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