Case SMM promotion for Yarych
678
Yarych is the largest producer of confectionery on the Ukrainian market. It is well-known for its flagship product - biscuits ‘Mariia’.
Promotion timeframe: January 2019 - March 2020.
Main message: Yarych is a combination of modern technologies, quality products and specialists, who make the pastry world more delicious and vivid by their work.
Platforms:
Facebook: https://www.facebook.com/yarychukraine/
Instagram: https://www.instagram.com/yarychukraine/
Targets:
- Rejuvenation of audience, bringing in new followers
- Fighting a stereotype that ТМ YARYCH produces only biscuits ‘Mariia’, promotion of other products
- Increase of organic reach and engagement with publications in general
- A merger of YARYCH and Rozalini pages on Facebook
Agenda:
- Growth of targeted followers on official social pages
- Introduction of new topics and a single page’s design
- Pages’ moderation: instant answers to customer’s questions, handling negative
- Setting up targeting advertising to raise a brand’s products recognition
Realisation:
- Developed a unique Instagram grid to create the integrity of the account
- Visualisation: live and gif content
- Taking into account different segments of the targeted audience we made two separate FB pages - the company with traditional products YARYCH and the crackers. As a result, a community THE KPEKEPs has appeared (TA: young people, aged up to 22 years old)
- Introduced permanent topics, customized for TA
- Came up with a personal tone-of-voice for every product group: easy-going communication without familiarity for consumers of biscuits ‘Mariia’ (TA: women and mothers, aged from 27 years old); more informal and slang language for crackers consumers (TA: teenagers and children, age 12-22 years old)
- Wrote brief and easy-to-follow texts, structured with Telegram-bot @Text4InstaBot and emojis)
- Increased followers’ engagement with the brand’s page using polls, texts, open questions in stories, add a call to action in the posts
- Hosted contests/ activations with interesting mechanics
- Tailored advertising for the targeted audience
Results:
- Implementation of developed strategy on Facebook and Instagram
- Growth of the number of followers to 62K ( from 42K )
- Unique content for social media pages: Instagram - a row-by-row layout, Facebook - content tailored specifically for the brand
- A merger of YARYCH and Rozalini pages on Facebook
- Increase of brand’s tagging by consumers in Instagram stories
- Customers’ high interest in monthly contests and activations
- Raise of engagement rate on Facebook - it is now 3% with 62K followers
- FB reach: 160 000, Insta reach: 99 000
Click here to see more of our cases.
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Cases in this category
678
Yarych is the largest producer of confectionery on the Ukrainian market. It is well-known for its flagship product - biscuits ‘Mariia’.
Promotion timeframe: January 2019 - March 2020.
Main message: Yarych is a combination of modern technologies, quality products and specialists, who make the pastry world more delicious and vivid by their work.
Platforms:
Facebook: https://www.facebook.com/yarychukraine/
Instagram: https://www.instagram.com/yarychukraine/
Targets:
- Rejuvenation of audience, bringing in new followers
- Fighting a stereotype that ТМ YARYCH produces only biscuits ‘Mariia’, promotion of other products
- Increase of organic reach and engagement with publications in general
- A merger of YARYCH and Rozalini pages on Facebook
Agenda:
- Growth of targeted followers on official social pages
- Introduction of new topics and a single page’s design
- Pages’ moderation: instant answers to customer’s questions, handling negative
- Setting up targeting advertising to raise a brand’s products recognition
Realisation:
- Developed a unique Instagram grid to create the integrity of the account
- Visualisation: live and gif content
- Taking into account different segments of the targeted audience we made two separate FB pages - the company with traditional products YARYCH and the crackers. As a result, a community THE KPEKEPs has appeared (TA: young people, aged up to 22 years old)
- Introduced permanent topics, customized for TA
- Came up with a personal tone-of-voice for every product group: easy-going communication without familiarity for consumers of biscuits ‘Mariia’ (TA: women and mothers, aged from 27 years old); more informal and slang language for crackers consumers (TA: teenagers and children, age 12-22 years old)
- Wrote brief and easy-to-follow texts, structured with Telegram-bot @Text4InstaBot and emojis)
- Increased followers’ engagement with the brand’s page using polls, texts, open questions in stories, add a call to action in the posts
- Hosted contests/ activations with interesting mechanics
- Tailored advertising for the targeted audience
Results:
- Implementation of developed strategy on Facebook and Instagram
- Growth of the number of followers to 62K ( from 42K )
- Unique content for social media pages: Instagram - a row-by-row layout, Facebook - content tailored specifically for the brand
- A merger of YARYCH and Rozalini pages on Facebook
- Increase of brand’s tagging by consumers in Instagram stories
- Customers’ high interest in monthly contests and activations
- Raise of engagement rate on Facebook - it is now 3% with 62K followers
- FB reach: 160 000, Insta reach: 99 000
Click here to see more of our cases.