To maintain growth, we constantly monitored and tested new promotional mechanics that we adapted for situational and interactive content. This allowed us to attract new audiences while keeping budgets low across all platforms.
Creating situational content and contests
For example, on VKontakte we organized a challenge that featured an AI bot and artist Evgeny Matskevich, capitalizing on the popular trend of AI-generated content. The artist and the AI bot visualized users’ favorite products from the Simple Group line in the context of the cities that the users live in. 498 new users subscribed to the brand’s VK page during this activity.
On the brand's Telegram channel we launched an activity called “Cultural March”. The channel’s subscribers rolled virtual emoji dice in the comments to win tickets to the theater. The activity proved a success with an ERR of 31,44%.
Situational posts were a key tool for creating diverse content, and reacting to hot trends and widely discussed events. These posts were among some of the most popular on all of the brand’s platforms. For example, we created a wine-based horoscope - a viral post with fortunes based on wine culture. The horoscope helped users pick a perfect bottle of wine for their star sign on any given evening (ERR on Instagram — 5,83%, on VKontakte - 9,96%).
On Valentine’s Day we created an emotional and original post in which wine products confessed their feelings for the audience in their native language (ERR on VKontakte - 22%).