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. 😉

superHUMAN PORTFOLIO

  • Xplora CaseStudy TAT thumbnail
    TAT | #TATasty influencer recipes

    Undoubtedly, the most important part in planning the campaign was the selection of influencers. With the TAT team, we selected content creators who possess enviable skills in jar opening and cooking in the kitchen.

    Read more
  • Xplora CaseStudy Spoko thumbnail
    Changing generations - entering new platforms

    Read more
  • Xplora CaseStudy Kozarev thumbnail
    How does culinary photography tell stories?

    The specificity of the product allows us to unleash our culinary imagination constantly. Everyone knows that love passes through the stomach. With Kozarev products and the stories told in our culinary photography, smell the authentic taste of an irresistible dinner, delight the palate with lunch or a healthy snack.

    Read more
  • Toyota Case Study carousel
    Toyota Hybrid - I know why

    Our customer Toyota Balkans turned to us to achieve one of the most important goals of the company for 2016 - 100% increase in sales of the company's range of hybrid cars.

    Read more
  • IUVO Case Study carousel
    Direct response and lead generation campaign for IUVO GROUP OŰ Estonia

    Our client IUVO GROUP OŰ Estonia turned to us with a great challenge - presenting a new investment opportunity for Bulgaria - peer-to-peer. THE TASK The aim of the campaign was to present the platform to the most relevant audience, to gather a sufficient number of leads from interested target users and to create expectations for the next phase.

    Read more
  • Acera Case Study carousel
    When investing in Google advertising carries an ROI of the advertising budget for the year and a half ahead

    The business model of our agency is to have long-term relationships with clients - we go into the details of business and marketing needs, and then we start with services that will add the most value in a short time. If we do well, we know we will have a long-term business with this client and together we will develop and upgrade its digital ecosystem.

    Read more
  • Idelyn Case Study carousel
    Summer campaign for consumers on the Black Sea coast

    Our client Valmark came to us with the challenge to increase the visibility and sales of Beliema from Idelin in the summer - one of the strongest seasons for the product. Our strategy was to provide quality content plus segmented targeting to reach the right users at the right time.

    Read more
  • Fintrade УСПЕШНИ B2B МАРКЕТИНГ ПРАКТИКИ Case Study carousel
    Successful B2B marketing practices that combine the use of social media with the power of Google

    In 2016 we started working with our client Fintrade - a non-banking, financial institution specializing in business lending. As with any B2B client, here, at the beginning of our work together, we had serious challenges, which were to research the market, define the right target audiences and choose the right digital channels to reach them.

    Read more
  • ZooMall Case Study carousel
    How did we achieve an impressive reach on Facebook through mini activation?

    What was the goal? To realize 60,000 Reach on Facebook to a main target audience through mini-activation, which will promote the ZooMall brand in a fun and intriguing way. For this purpose, we chose to implement a mini-game in the feed of the page with an optimal budget.

    Read more

If you want to watch fresh videos and case studies from us, sign up for our YouTube channel 🙂