Transition from Instagram to VK and achieve rapid growth? Easy!
The glo challenge: transitioning to VK and achieving rapid growth with highly limited promo tools.
The glo challenge: transitioning to VK and achieving rapid growth with highly limited promo tools.
glo - TRANSITIONING TO VK
AND ACHIEVING RAPID GROWTH
AND ACHIEVING RAPID GROWTH
Promotion channels
SMM VK
Analytics
Design
SAN faced a new challenge with the glo campaign: we needed to develop an efficient SMM strategy in the context of the completely transformed media market, with a limited toolset, and meeting all the needs of an established brand,
Our team conducted an in-depth analysis of the glo community and their interests. We combined the results of this analysis with a cutting-edge study of social media content consumption, and developed a flexible SMM strategy that allowed us to reach the project’s KPI goals. The strategy is based on a communication pyramid, which forms a funnel of relationships with users by types of consumption of social media content.
We performed weekly analysis of the content and measured the effectiveness of each publication. We were able to create a set rules that increased the effectiveness of the communication pyramid:
● Mandatory compliance with the logic and sequence of the pyramid when forming a content plan
● Quick implementation of the mechanics that proved successful
● The importance of experimentation - the constant creation of new mechanics and themes
● Utilizing the platform's internal tools for growth - algorithms, content formats, widgets, mechanics (our team discussed many of the ideas directly with VKontakte’s support team). We have also improved brand’s identity on social media by introducing a navigational menu on the page.
One of the key aspects of this campaign was choosing the right tone. We wanted to avoid negativity, remain mostly neutral, but engage the audience. We also decided to focus on short and entertaining videos about the brand and the products.
What we achieved in 5 months:
- 12,000 new community members;
- Users subscribe to the brand’s page 6 times more often than they unsubscribe.
- The engagement increased by 0 times compared to the previous period. During the final month of the campaign the ER reached 9.71%, exceeding the benchmark by 4-5 times.
Read more on VC.ru
Our team conducted an in-depth analysis of the glo community and their interests. We combined the results of this analysis with a cutting-edge study of social media content consumption, and developed a flexible SMM strategy that allowed us to reach the project’s KPI goals. The strategy is based on a communication pyramid, which forms a funnel of relationships with users by types of consumption of social media content.
We performed weekly analysis of the content and measured the effectiveness of each publication. We were able to create a set rules that increased the effectiveness of the communication pyramid:
● Mandatory compliance with the logic and sequence of the pyramid when forming a content plan
● Quick implementation of the mechanics that proved successful
● The importance of experimentation - the constant creation of new mechanics and themes
● Utilizing the platform's internal tools for growth - algorithms, content formats, widgets, mechanics (our team discussed many of the ideas directly with VKontakte’s support team). We have also improved brand’s identity on social media by introducing a navigational menu on the page.
One of the key aspects of this campaign was choosing the right tone. We wanted to avoid negativity, remain mostly neutral, but engage the audience. We also decided to focus on short and entertaining videos about the brand and the products.
What we achieved in 5 months:
- 12,000 new community members;
- Users subscribe to the brand’s page 6 times more often than they unsubscribe.
- The engagement increased by 0 times compared to the previous period. During the final month of the campaign the ER reached 9.71%, exceeding the benchmark by 4-5 times.
Read more on VC.ru
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