Zoomall Началото

How did we achieve 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 ways to avoid attracting players who do not remember their participation, the brand they interacted and what they in the span of 5 minutes.

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.

Zoomall case study visuals EN 03

What have we achieved?

Zoomall case study visuals EN 01
There is a tendency to increase the number of fans in the months of February, March and April on the Facebook page of ZooMall. The biggest peak is reported at the end of April, when the fans numbered 13,301. The game published then was the most successful to date. Its success is largely due to the organic Reach, not so much the sponsorship of the game, because it is no different from the sponsorship of standard posts.
Zoomall case study visuals EN 02

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 users at a time convenient for them and allow them to get involved immediately in what is offered. Simple mechanics do not take up much of their 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 it – 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 history with the brand and the participants, thanks to which they could become customers of ZooMall, recommend it or talk about it.

If this case study with concrete results has intrigued you, you probably want to know more about our approach. We offer you to meet to discuss whether and how your business can be influenced by a well-established digital marketing strategy and well-implemented communication, taking into account your business and marketing goals. When we work together, we will create a concept tailored to your current and future digital assets. And last but not least, we will commit to solid results. We will be committed to the realization of digital assets and advertising and you will receive detailed reports on consumer behavior and advertising communication costs. If you like this approach, you can send us an inquiry through our intuitive inquiry form, in which you choose with a few clicks exactly how we can be useful to you. Then we are on the move.

You can also see the case study in the video we did on the case:


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