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.
What was the mechanics like?
The game required participants to answer a question with an undefined correct answer. The aim was to generate a variety of comments and to avoid copying the answers of other participants. With the realization for each next game we are looking for new and new ways not to attract just players who do not remember 5 minutes after their participation with which brand they interacted and what they wrote 🙂
Given that the Facebook algorithm encourages posts with a large number of comments and even more – comments with different content, we expected the reach to be high, as well as the organic distribution of the post.
What have we achieved?
How did we achieve it?
We watched the results and took advantage of a time when the Facebook fan page had excellent performance and high levels of engagement with the content.
Mini-activations reach the user at a time convenient for him and allow him to get involved immediately in what is offered to him. Simple mechanics do not take up much of his time and rely on an already established feature in the digital behavior of the audience. Namely – to tell at any convenient time about your pet and share all kinds of information related to him – personal experiences, photos, everyday situations, fun habits of the pet, etc.
We did not base the mechanics of the game on information that was valuable from a marketing point of view for us and the brand, but on information that the user would like to provide. We also relied on the elements Emotion and Social Currency from John Berger’s STEPPS model. In addition, we fully adjusted the mechanics to the behavior of the target and as a result the game surpassed even our boldest predictions.
At the same time, we took advantage of the fact that by promising a reward we can easily shorten the distance with consumers. And the award is related to our client’s products – in this way we naturally intertwined the target consumers, their needs and the company itself. With such an approach we can create for the participants a history with the brand, thanks to which they could become customers of ZooMall, recommend it or talk about it.
Ако това case study с конкретни резултати те е заинтригувало – вероятно искаш да разбереш още за подхода ни. Предлагаме ти да се срещнем, за да обсъдим дали и как твоят бизнес може да се повлияе от добре изградена дигитална маркетинг стратегия и отлично реализирана комуникация, отчитащи твоите бизнес и маркетинг цели. Когато вече работим заедно, ще създадем концепция, съобразена с текущите и бъдещите ви дигитални активи и не на последно място – ще поемем ангажимент за конкретни резултати. Ще се ангажираме с реализацията на дигиталните активи и реклама и ще получаваш детайлни отчети за поведението на потребителите и за разходите по рекламната комуникация. Ако този подход ти допада, можеш да ни отправиш запитване чрез интуитивната ни форма за запитвания, в която избираш с няколко клика как точно можем да сме ти полезни. След което ние сме на ход ????
Можеш да видиш case study-то и във видеото, което направихме по случая:
superHUMAN PORTFOLIO
"Boni is the largest pig producer with 7 pig farms, a slaughterhouse, 2 meat processing plants and 2 own brands. Their production covers everything from A to Z and in the last 30 years they have firmly established themselves in the FMCG market. Gedeon Richter is a specialty pharmaceutical company with a focus on women's health that has combined tradition and innovation in pharmaceutical manufacturing for more than 120 years. With its widely recognised expertise and comprehensive product range, Gedeon Richter is a major player in the field of women's health. After we successfully showed you in our previous case study how we optimized the advertising on the dunar funnel of our long-time partner Aladin Foods and increased ROAS to a 4-digit value, it's the turn of consumer engagement. 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. 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. 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. 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. 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. 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.
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