Xplora CaseStudy Spoko

Changing generations – entering new platforms

Spoko Waffles is one of the boldest clients we have worked with. Over the years that we’ve been creating content for them, we’ve been able to gain their trust and they’ve given us space to be creative. Together we built the brand’s Instagram account, creating fun content that was just right for their audience. Initially we started with more standard posts, we included the ever so popular “memes” to catch the wave of teenagers who were the main target of the “Spoko” waffles. A little later we added video content as we saw that Instagram formats and trends were changing dynamically, and it’s always important for us to move with them.

The moment has come when one of the fastest growing social networks – TikTok – has entered the scene. Gen Z were the first to move into it and in just a few months TikTok has surpassed most social networks and become a serious “hype” for the younger generation. This was our audience and we had to adapt quickly to their interests. That’s why in late 2021 and early 2022 we undertook a change. We started with an analysis of current trends. What did we find? We understood that the young audience wanted:

  • more videos;
  • more original, authentic content;
  • different proximity to the brand.

We already had a well-established foundation of video content on Instagram and well-established communication with the client, which gave us the peace of mind to take the natural next step – to continue positioning Spoko on TikTok with videos in a natural way, without pushing the product on the audience.

We knew that TikTok was predominantly populated by teenagers and young adults, and that they were users with different behaviours who preferred to consume less advertising content. They are looking for something cool, interesting, fun and that’s exactly what we wanted to give them with our videos.

We continued with recreating fun situations that are well-known to our audience and built the content around popular trends because they achieve high viewership and engagement from users, which in turn gave us a signal that this type of content is successful.

We have also added two new approaches to our strategy. The first – creating interesting product content, focusing on its fun side. And the second – creating content that was fully engaging, the aim of which was to encourage users to share their opinions and preferences on specific questions we asked.

In order to achieve better results and more activity from users, the videos we created were completely tailored to the specifics of the audience on this social network.

What can we boast of? In less than a year:

  • we published 90+ videos;
  • Our most viewed video has received 726 000 views, and we have 3 videos that have been viewed between 50 000 and 130 000 times;
  • we generated a lot of comments;
  • hearts received – 141 300.

And as you know, on this social network, content is shared and developed organically, which means these are results we’ve been able to achieve without investing budget in sponsorship. 😉


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