{"id":351483,"date":"2022-04-04T12:12:50","date_gmt":"2022-04-04T12:12:50","guid":{"rendered":"https:\/\/xplora.bg\/projects\/%project_category%\/how-did-we-achieve-an-impressive-reach-on-facebook-through-mini-activation\/"},"modified":"2022-10-28T10:25:42","modified_gmt":"2022-10-28T10:25:42","slug":"zoomall-en","status":"publish","type":"project","link":"https:\/\/xplora.bg\/en\/projects\/case-studies-en\/content-marketing-en\/zoomall-en\/","title":{"rendered":"How did we achieve an impressive reach on Facebook through mini activation?"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”header” _builder_version=”4.16″ _module_preset=”cf5f917f-0b26-49c1-adba-56cc9ee7e3a2″ collapsed=”off” global_colors_info=”{}”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ _module_preset=”default” background_enable_color=”off” background_enable_image=”off” z_index=”2″ width=”100%” max_width=”100%” custom_margin=”-1px||0px||false|false” custom_padding=”35vh||||false|false” custom_padding_tablet=”25vh||0px||false|false” custom_padding_phone=”35vh||||false|false” pac_drh_column_numbers_phone=”pac_drh_phone_col_one” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”a0a38618-0677-4757-951e-e9d725bfb6f9″ pac_drh_add_staking_order_mob=”pac_drh_order_mob_one” global_colors_info=”{}” custom_css_main_element_last_edited=”off|phone” custom_css_main_element_phone=”width:20% !important;”][et_pb_text _builder_version=”4.16″ _module_preset=”3461ad60-125b-4690-8180-24c8309e04ac” text_font=”|800||on|||||” text_text_color=”#EC028A” text_font_size=”7vw” custom_padding=”||5vh||false|false” text_font_size_tablet=”7vw” text_font_size_phone=”10vw” text_font_size_last_edited=”on|phone” header_font_size_tablet=”” header_font_size_phone=”” header_font_size_last_edited=”on|desktop” global_colors_info=”{}”]CASE STUDY[\/et_pb_text][et_pb_text admin_label=”categories” _builder_version=”4.16″ _dynamic_attributes=”content” _module_preset=”3461ad60-125b-4690-8180-24c8309e04ac” text_line_height=”2em” header_line_height=”2em” custom_padding=”|10vw|||false|false” global_colors_info=”{}”]@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9jYXRlZ29yaWVzIiwic2V0dGluZ3MiOnsiYmVmb3JlIjoiIiwiYWZ0ZXIiOiIiLCJsaW5rX3RvX3Rlcm1fcGFnZSI6Im9uIiwic2VwYXJhdG9yIjoiIHwgIiwiY2F0ZWdvcnlfdHlwZSI6InByb2plY3RfY2F0ZWdvcnkifX0=@[\/et_pb_text][et_pb_text admin_label=”Title” _builder_version=”4.16″ _dynamic_attributes=”content” _module_preset=”a965ff06-472e-4107-940b-dad5734a2866″ global_colors_info=”{}”]@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoiY3VzdG9tX21ldGFfY2xpZW50Iiwic2V0dGluZ3MiOnsiYmVmb3JlIjoiIiwiYWZ0ZXIiOiIiLCJlbmFibGVfaHRtbCI6Im9mZiJ9fQ==@[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|tablet” disabled_on=”off|off|off” admin_label=”Section” _builder_version=”4.16″ _module_preset=”default” background_enable_color=”off” use_background_color_gradient=”on” background_color_gradient_direction=”145deg” background_color_gradient_stops=”#faa41b 15%|#ec028a 85%” background_color_gradient_start=”#faa41b” background_color_gradient_start_position=”15%” background_color_gradient_end=”#ec028a” background_color_gradient_end_position=”85%” background_enable_video_mp4=”off” z_index=”0″ custom_margin=”-10vh|||10vw|false|false” custom_margin_tablet=”-10vh|||10vw|false|false” custom_margin_phone=”|||7vw|false|false” custom_margin_last_edited=”on|tablet” custom_padding=”10vh|10vw|20vh|10vw|false|false” custom_padding_tablet=”5vh|10vw|10vh|7vw|false|false” custom_padding_phone=”|||10vw|false|false” box_shadow_style=”preset2″ box_shadow_horizontal=”-40px” box_shadow_vertical=”40px” box_shadow_blur=”30px” box_shadow_color=”rgba(0,0,0,0.2)” collapsed=”off” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”4″ make_equal=”on” admin_label=”Row” _builder_version=”4.16″ _module_preset=”default” width=”90vw” width_tablet=”80vw” width_phone=”” width_last_edited=”on|tablet” max_width=”90vw” max_width_tablet=”80vw” max_width_phone=”” max_width_last_edited=”on|tablet” custom_margin=”|||-15vw|false|false” custom_margin_tablet=”|||0vw|false|false” custom_margin_phone=”” custom_margin_last_edited=”on|tablet” custom_padding=”|5vw|||false|false” pac_drh_enable_stacking=”pac_drh_stack_row pac_drh_stack_tab_mob” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” custom_css_main_element=”margin-top:auto;||margin-bottom:auto;” pac_drh_add_staking_order_tab=”pac_drh_order_tab_two” pac_drh_add_staking_order_mob=”pac_drh_order_mob_two” global_colors_info=”{}”][et_pb_image src=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoiY3VzdG9tX21ldGFfY3NfaW1hZ2UiLCJzZXR0aW5ncyI6eyJiZWZvcmUiOiIiLCJhZnRlciI6IiIsImVuYWJsZV9odG1sIjoib2ZmIn19@” _builder_version=”4.16″ _dynamic_attributes=”src” _module_preset=”default” custom_margin_tablet=”|||-20vw|false|false” custom_margin_phone=”|||-20vw|false|false” custom_margin_last_edited=”on|tablet” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”||||false|false” custom_css_main_element=”margin-left:0 !important;” pac_drh_add_staking_order_tab=”pac_drh_order_tab_one” pac_drh_add_staking_order_mob=”pac_drh_order_mob_one” global_colors_info=”{}”][et_pb_text admin_label=”\u0417\u0430\u0433\u043b\u0430\u0432\u0438\u0435” _builder_version=”4.16″ _dynamic_attributes=”content” _module_preset=”3461ad60-125b-4690-8180-24c8309e04ac” header_text_color=”#000000″ header_font_size=”4vw” custom_margin=”||||false|false” header_font_size_phone=”8vw” global_colors_info=”{}”]@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF90aXRsZSIsInNldHRpbmdzIjp7ImJlZm9yZSI6IjxoMT4iLCJhZnRlciI6IjwvaDE+In19@[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|tablet” admin_label=”Contents” _builder_version=”4.16″ _module_preset=”default” background_color=”RGBA(0,0,0,0)” width=”100%” width_tablet=”100%” width_phone=”” width_last_edited=”on|phone” max_width=”100%” custom_margin=”|0px||0px|false|true” custom_padding=”0px|0px||0px|false|true” custom_padding_tablet=”0vh|0vw||0vw|false|false” custom_padding_phone=”0vh||||false|false” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” custom_padding_tablet=”” custom_padding_phone=”|||0px|false|false” custom_padding_last_edited=”on|phone” global_colors_info=”{}”][et_pb_text admin_label=”\u041d\u0430\u0447\u0430\u043b\u043e\u0442\u043e” module_class=”pa-bullet-list-1″ _builder_version=”4.16″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ global_colors_info=”{}”]<\/p>\n

What was the goal?<\/h2>\n

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.[\/et_pb_text][et_pb_text admin_label=”\u041e\u0442\u043a\u044a\u0434\u0435 \u0442\u0440\u044a\u0433\u043d\u0430\u0445\u043c\u0435?” module_class=”pa-bullet-list-1″ _builder_version=”4.16″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ global_colors_info=”{}”]<\/p>\n

What was the mechanics like?<\/h2>\n

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 \ud83d\ude42<\/p>\n

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.[\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2018\/08\/1-1.png” title_text=”1″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”\u041f\u043e\u0434\u0445\u043e\u0434” module_class=”pa-bullet-list-1″ _builder_version=”4.16″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ global_colors_info=”{}”]<\/p>\n

What have we achieved?<\/span><\/h2>\n

[\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2018\/08\/2.png” title_text=”2″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”\u041f\u043e\u0434\u0445\u043e\u0434” module_class=”pa-bullet-list-1″ _builder_version=”4.16″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ global_colors_info=”{}”]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.<\/span><\/span>[\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2018\/08\/3.png” title_text=”3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”\u0418\u0437\u043f\u044a\u043b\u043d\u0435\u043d\u0438\u0435” module_class=”pa-bullet-list-1″ _builder_version=”4.16″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ global_colors_info=”{}”]<\/p>\n

How did we achieve it?<\/h2>\n

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.<\/p>\n

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.<\/p>\n

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.<\/p>\n

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.<\/p>\n

[\/et_pb_text][et_pb_text admin_label=”\u041f\u043e\u0434\u0445\u043e\u0434” module_class=”pa-bullet-list-1″ _builder_version=”4.16″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ custom_padding=”0vh||||false|false” global_colors_info=”{}”]<\/p>\n

\u0410\u043a\u043e \u0442\u043e\u0432\u0430 case study \u0441 \u043a\u043e\u043d\u043a\u0440\u0435\u0442\u043d\u0438 \u0440\u0435\u0437\u0443\u043b\u0442\u0430\u0442\u0438 \u0442\u0435 \u0435 \u0437\u0430\u0438\u043d\u0442\u0440\u0438\u0433\u0443\u0432\u0430\u043b\u043e – \u0432\u0435\u0440\u043e\u044f\u0442\u043d\u043e \u0438\u0441\u043a\u0430\u0448 \u0434\u0430 \u0440\u0430\u0437\u0431\u0435\u0440\u0435\u0448 \u043e\u0449\u0435 \u0437\u0430 \u043f\u043e\u0434\u0445\u043e\u0434\u0430 \u043d\u0438. \u041f\u0440\u0435\u0434\u043b\u0430\u0433\u0430\u043c\u0435 \u0442\u0438 \u0434\u0430 \u0441\u0435 \u0441\u0440\u0435\u0449\u043d\u0435\u043c, \u0437\u0430 \u0434\u0430 \u043e\u0431\u0441\u044a\u0434\u0438\u043c \u0434\u0430\u043b\u0438 \u0438 \u043a\u0430\u043a \u0442\u0432\u043e\u044f\u0442 \u0431\u0438\u0437\u043d\u0435\u0441 \u043c\u043e\u0436\u0435 \u0434\u0430 \u0441\u0435 \u043f\u043e\u0432\u043b\u0438\u044f\u0435 \u043e\u0442 \u0434\u043e\u0431\u0440\u0435 \u0438\u0437\u0433\u0440\u0430\u0434\u0435\u043d\u0430 \u0434\u0438\u0433\u0438\u0442\u0430\u043b\u043d\u0430 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u044f \u0438 \u043e\u0442\u043b\u0438\u0447\u043d\u043e \u0440\u0435\u0430\u043b\u0438\u0437\u0438\u0440\u0430\u043d\u0430 \u043a\u043e\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u044f, \u043e\u0442\u0447\u0438\u0442\u0430\u0449\u0438 \u0442\u0432\u043e\u0438\u0442\u0435 \u0431\u0438\u0437\u043d\u0435\u0441 \u0438 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u0446\u0435\u043b\u0438. \u041a\u043e\u0433\u0430\u0442\u043e \u0432\u0435\u0447\u0435 \u0440\u0430\u0431\u043e\u0442\u0438\u043c \u0437\u0430\u0435\u0434\u043d\u043e, \u0449\u0435 \u0441\u044a\u0437\u0434\u0430\u0434\u0435\u043c \u043a\u043e\u043d\u0446\u0435\u043f\u0446\u0438\u044f, \u0441\u044a\u043e\u0431\u0440\u0430\u0437\u0435\u043d\u0430 \u0441 \u0442\u0435\u043a\u0443\u0449\u0438\u0442\u0435 \u0438 \u0431\u044a\u0434\u0435\u0449\u0438\u0442\u0435 \u0432\u0438 \u0434\u0438\u0433\u0438\u0442\u0430\u043b\u043d\u0438 \u0430\u043a\u0442\u0438\u0432\u0438 \u0438 \u043d\u0435 \u043d\u0430 \u043f\u043e\u0441\u043b\u0435\u0434\u043d\u043e \u043c\u044f\u0441\u0442\u043e – \u0449\u0435 \u043f\u043e\u0435\u043c\u0435\u043c \u0430\u043d\u0433\u0430\u0436\u0438\u043c\u0435\u043d\u0442 \u0437\u0430 \u043a\u043e\u043d\u043a\u0440\u0435\u0442\u043d\u0438 \u0440\u0435\u0437\u0443\u043b\u0442\u0430\u0442\u0438. \u0429\u0435 \u0441\u0435 \u0430\u043d\u0433\u0430\u0436\u0438\u0440\u0430\u043c\u0435 \u0441 \u0440\u0435\u0430\u043b\u0438\u0437\u0430\u0446\u0438\u044f\u0442\u0430 \u043d\u0430 \u0434\u0438\u0433\u0438\u0442\u0430\u043b\u043d\u0438\u0442\u0435 \u0430\u043a\u0442\u0438\u0432\u0438 \u0438 \u0440\u0435\u043a\u043b\u0430\u043c\u0430 \u0438 \u0449\u0435 \u043f\u043e\u043b\u0443\u0447\u0430\u0432\u0430\u0448 \u0434\u0435\u0442\u0430\u0439\u043b\u043d\u0438 \u043e\u0442\u0447\u0435\u0442\u0438 \u0437\u0430 \u043f\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u0435\u0442\u043e \u043d\u0430 \u043f\u043e\u0442\u0440\u0435\u0431\u0438\u0442\u0435\u043b\u0438\u0442\u0435 \u0438 \u0437\u0430 \u0440\u0430\u0437\u0445\u043e\u0434\u0438\u0442\u0435 \u043f\u043e \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0430\u0442\u0430 \u043a\u043e\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u044f. \u0410\u043a\u043e \u0442\u043e\u0437\u0438 \u043f\u043e\u0434\u0445\u043e\u0434 \u0442\u0438 \u0434\u043e\u043f\u0430\u0434\u0430, \u043c\u043e\u0436\u0435\u0448 \u0434\u0430 \u043d\u0438 \u043e\u0442\u043f\u0440\u0430\u0432\u0438\u0448 \u0437\u0430\u043f\u0438\u0442\u0432\u0430\u043d\u0435 \u0447\u0440\u0435\u0437 \u0438\u043d\u0442\u0443\u0438\u0442\u0438\u0432\u043d\u0430\u0442\u0430 \u043d\u0438 \u0444\u043e\u0440\u043c\u0430 \u0437\u0430 \u0437\u0430\u043f\u0438\u0442\u0432\u0430\u043d\u0438\u044f<\/a>, \u0432 \u043a\u043e\u044f\u0442\u043e \u0438\u0437\u0431\u0438\u0440\u0430\u0448 \u0441 \u043d\u044f\u043a\u043e\u043b\u043a\u043e \u043a\u043b\u0438\u043a\u0430 \u043a\u0430\u043a \u0442\u043e\u0447\u043d\u043e \u043c\u043e\u0436\u0435\u043c \u0434\u0430 \u0441\u043c\u0435 \u0442\u0438 \u043f\u043e\u043b\u0435\u0437\u043d\u0438. \u0421\u043b\u0435\u0434 \u043a\u043e\u0435\u0442\u043e \u043d\u0438\u0435 \u0441\u043c\u0435 \u043d\u0430 \u0445\u043e\u0434 ????<\/p>\n

\u041c\u043e\u0436\u0435\u0448 \u0434\u0430 \u0432\u0438\u0434\u0438\u0448 case study-\u0442\u043e \u0438 \u0432\u044a\u0432 \u0432\u0438\u0434\u0435\u043e\u0442\u043e, \u043a\u043e\u0435\u0442\u043e \u043d\u0430\u043f\u0440\u0430\u0432\u0438\u0445\u043c\u0435 \u043f\u043e \u0441\u043b\u0443\u0447\u0430\u044f:<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” _builder_version=”4.16″ _module_preset=”59cafe43-3129-4c20-9535-c222b6cd632d” collapsed=”off” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” admin_label=”Case studies” _builder_version=”4.18.0″ _module_preset=”default” z_index=”1″ width=”100%” max_width=”100%” min_height=”60vh” min_height_tablet=”” min_height_phone=”” min_height_last_edited=”on|tablet” custom_margin=”||0px||false|false” custom_padding=”0px||0px||false|false” pac_drh_column_numbers_tablet=”pac_drh_tab_col_one” pac_drh_column_numbers_phone=”pac_drh_phone_col_one” global_module=”360113″ saved_tabs=”all” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”1_2″ module_class=”second-column” disabled_on=”off|off|off” _builder_version=”4.16″ _module_preset=”default” background_color_gradient_direction=”145deg” z_index=”10″ custom_padding=”||||false|false” custom_padding_tablet=”||0px|0vw|false|false” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” pac_drh_add_staking_order_mob=”pac_drh_order_mob_two” global_colors_info=”{}”][et_pb_text admin_label=”Text” _builder_version=”4.16″ _module_preset=”ce12ef05-ebcf-49c6-b245-261aed6e2944″ background_enable_color=”off” width=”60vw” width_tablet=”100%” width_phone=”” width_last_edited=”on|tablet” custom_margin=”10vh||5vh||false|false” custom_margin_tablet=”0px||5vh||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||||true|false” custom_padding_tablet=”0px|17vw|0px|0px|true|false” custom_padding_phone=”|10vw|||true|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”]<\/p>\n

superHUMAN PORTFOLIO<\/h2>\n

[\/et_pb_text][et_pb_text module_id=”case-studies” _builder_version=”4.18.0″ _module_preset=”default” link_font=”||||on|||#FFFFFF|” link_text_color=”#FFFFFF” width=”85vw” custom_css_main_element=”margin-left: -12vw!important;” global_colors_info=”{}” custom_css_before_last_edited=”off|phone” custom_css_before__hover_enabled=”off|desktop” custom_css_main_element_last_edited=”on|phone” custom_css_main_element_phone=”margin-left: 0vw!important;” custom_css_main_element_tablet=”margin-left: -12vw!important;”]<\/p>\n\n

\n
\n