Post by account_disabled on Jan 22, 2024 21:13:18 GMT -6
Tetyana Mokrenko , CEO & Founder at MokCo, at the FMCG Digital Day conference conference presented TM "Halychyna" - the boldest brand on the Ukrainian market among dairy products. From the article, you will learn how strong and bold creativity in a strong client team for SMM can become a platform for other communication channels. Stage 1. How to conduct an analysis: brand, CA, competitors, trends? In order to make cool creative, we need the first stage: analytics. Note: We developed this creative exclusively for Instagram for a young target audience. And it turned out to be so successful in a small, narrow channel for a certain target audience that we were able to scale it to the dimensions of brand communication in certain channels and CA.
Where did we start?We delved into the brand. We received a request C Level Executive List for SMM communications, but we understood the business, market shares, competitors, UTP, communication goals, and also fixed benchmarks and very clear KPIs with the client. In fact, the more detailed the recommendations and the ability of the agency and contractor to delve into the brand, the more effective, on-point and interesting solution they will be able to offer. Step 1. Learn about the brand / its history / its creativity What questions should be asked to the client before starting work on the project: The essence, specifics and features of the client's business.
What products or services do you need to work with? The state of the market, the position of the company on the market. Who are the main competitors and how are they dangerous for us? What are the company's business and marketing goals? What is the research (especially on market, targeting, loyalty and awareness)? What is the communication goal? What is the target audience - social/dem, behavioral characteristics? How does the CA get information about the product and make a purchase decision? What part are loyalists, and what part are promohunters among the CA? Why buy the company's product, and not competitors? Preferred channels for communication. Does the client have benchmarks or favorite examples of achieving goals in this or other categories? What are the main KPIs? about the brand How the style of the brand has changed What key points did we learn from the audit of the Halychyna brand? This is the boldest brand, which in 2018 rebranded and completely changed its style (came to us for a tender in 2019).
Where did we start?We delved into the brand. We received a request C Level Executive List for SMM communications, but we understood the business, market shares, competitors, UTP, communication goals, and also fixed benchmarks and very clear KPIs with the client. In fact, the more detailed the recommendations and the ability of the agency and contractor to delve into the brand, the more effective, on-point and interesting solution they will be able to offer. Step 1. Learn about the brand / its history / its creativity What questions should be asked to the client before starting work on the project: The essence, specifics and features of the client's business.
What products or services do you need to work with? The state of the market, the position of the company on the market. Who are the main competitors and how are they dangerous for us? What are the company's business and marketing goals? What is the research (especially on market, targeting, loyalty and awareness)? What is the communication goal? What is the target audience - social/dem, behavioral characteristics? How does the CA get information about the product and make a purchase decision? What part are loyalists, and what part are promohunters among the CA? Why buy the company's product, and not competitors? Preferred channels for communication. Does the client have benchmarks or favorite examples of achieving goals in this or other categories? What are the main KPIs? about the brand How the style of the brand has changed What key points did we learn from the audit of the Halychyna brand? This is the boldest brand, which in 2018 rebranded and completely changed its style (came to us for a tender in 2019).