FROM MEAT LOVERS TO PROM LEGENDS: HOW WE MOTIVATED USERS TO SHARE MEMORIES IN COMMENTS

How did a medical center manage to increase its turnover by over 230% for months, using correct marketing approaches such as strategy, planning, execution, and scaling? With bold messages and visuals that stand out from traditional aesthetic medicine standards, Spectro IMA attracted the attention and trust of new patients. In this case study, you will learn how the use of daring messages and bold visuals, different from standard advertisements featuring beautiful women, generated interest and distinguished Spectro IMA from the competition. We will also examine how the full utilization of Meta's targeting tools allowed messages to be directed to the exact audience that performed the desired actions.

The Hero

Boni is well known to food lovers. With its wide range of appetizing meat products and consistently engaging advertisements, the brand has successfully positioned itself both in the media space and on the Bulgarian table for years. Boni enjoys sharing delicious appetizers with its audience on social media and regularly organizes giveaways to delight its most devoted fans.

It is also one of the brands with an exceptionally engaged social media community. Every day, we shorten the distance between the brand and its audience through published content and active communication with individual users.

The Task

May was approaching, and while parents of graduates were making final preparations for the upcoming celebrations, Boni shared with us that they wanted to plan a giveaway with a more unconventional targeting approach. The client’s idea was to focus on the parents and relatives of the graduates. The prize? A bottle of good wine and a selection of appetizers for them to enjoy.

The challenge

Since we cannot target such a specific segment directly, we knew that the way we designed the giveaway mechanics would be crucial to reaching the right audience. We needed to think of a way for the campaign to self-segment.

Our task was to find the right question for the targeted segment and the goal of the activity — generating high and quality engagement.

The solution

Storytelling is in our blood. We did not want to rely on a simple mechanic that would generate the usual thousands of comments for a recognizable brand’s giveaway. We wanted to strike an emotional chord and motivate the audience to open up and engage in conversation. That is why we chose an approach that turned the parents and relatives of graduates into the main characters.

We asked our audience a simple question:
“What do you remember from your prom night?”

We were aware that with such a mechanic, the focus would shift away from the brand’s products and niche. However, this approach allowed us to highlight the emotional side of our audience, giving them the opportunity to remember and share. Boni became the initiator of memory sharing, and the comments section turned into a space of openness that strengthened the connection between the community and the brand.

THE RESULTS

What did the results look like in numbers?

In just 7 days, the post reached over 50,000 people and generated 64,000 impressions.
It received 655 comments, 2.1 thousand reactions, and 185 shares. It became an occasion for tenderness, remembrance, and closeness — elements that cannot be measured in numbers. Emotions remain the most reliable currency.

AND WE COUNTED TO 12… WITH OVER 600 USERS

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Thus, we created a nostalgic atmosphere with a look to the future. Boni became an unexpected initiator of collective remembrance.

We generated a total of 655 comments, each telling one or more stories from long-ago prom nights. Users replied to one another, shared photos, reconnected with classmates, and posted links to songs. They did not simply participate in another giveaway with a product prize — they shared a story and left a mark.

We will not hide that, beyond professional satisfaction, we also felt a sense of nostalgia — for proms and celebrations we were not part of, but which, it seems, were filled with joy.

We relied on situational content — an effective approach to building a strong top-of-mind connection between the user and the product. In this case, the user was the hero, and their story deserved to be told. With Boni, we wanted to listen to all 655 stories.