How to double the subscriber base on social mediaby unique content and unified style
Client
Comfy is the first multi-channel retailer of home appliances and consumer electronics in Ukraine.
Challenge
• To increase the number of subscribers
• To ‘humanise’ the Comfy social media profiles
The Comfy’s motto — we work with people for people!
Sasha ZhylyayevHead Of Digital & Brand at Comfy
Initial Data
The Comfy social media profiles are not sales platforms, commercial pages or hidden “traps” for its users. The primary goals of the SMM strategy are to strengthen the brand image and awareness, as well as to create a convenient place for communication with customers. The brand builds trusting, friendly relations with subscribers; people are their main asset.
Solution
Considering the company’s approach, we set the following challenges:
To completely switch to unique content;
To develop a unified style for publications in social networks;
To change the commercial posts to emotional, engaging content.
Push = Happiness
The Banda creative agency created a new brand mascot named Push, which mirrors the Comfy’s values. Push is not an ordinary character. This is the fuzzy material that symbolises the happiness and emotions people experience after a new purchase. Bright, friendly and pleasant by touch, it can take any form.
Facebook profile before we started working on the project
Reach: 3 938
Likes: 20
Shares: 0
Comments: 0
Reach: 1 182
Likes: 8
Shares: 1
Comments: 0
Reach: 1 648
Likes: 20
Shares: 0
Comments: 0
Community Upgrade
Our task was to provide subscribers with not only entertaining but also useful content that would be interesting to the audience and describe complicated information in to a simple language that could be understood. We also decided to remove all of the commercial posts.
Facebook
Infographics
Instead of regular discounts and promotions, we published useful, informative content, which subscribers liked to read and share on their own profiles.
Reach: 73 883
Likes: 694
Shares: 595
Reach: 79 322
Likes: 602
Shares: 413
Entertaining content
COMFY is always in the public eye with trends and follows the latest technical innovations, movie premieres, and other newsworthy events that can interest the target audience.
Reach: 42 425
Likes: 820
Shares: 24
Reach: 34 030
Likes: 781
Shares: 38
Reach: 35 147
Likes: 555
Shares: 8
Rubricator
The development of ongoing rubricator has systemised the publications and formed the regular rubrics the brand perception is formed through.
New Rubrics “Quiz” and “Rate”
COMFY is constantly in touch with their subscribers. New rubrics help to establish communication with users and dilute useful content with a kind of interactive posts.
Reach: 33 944
Likes: 940
Shares: 62
Reach: 33 217
Likes: 216
Shares: 3
Reach: 39 743
Likes: 161
Shares: 152
“Guess” Rubric
With the help of a ready-made Emoji set, we display the plot or key elements of a book/movie/TV show. Subscribers need to complete the puzzle and leave their answer in the comments.
Reach: 58 528
Likes: 105
Shares: 37
Reach: 40 529
Likes: 79
Shares: 35
Reach: 38 787
Likes: 67
Shares: 56
Animation attracts attention, makes the content diverse and finds favour among users, especially if the publication is devoted to a newsworthy event
After Apple’s presentation, we reminded subscribers of the new Series 4 features in an unordinary way: these were animated as a slot machine
The Star Wars Day is celebrated annually by fans on May 4th. Gifs help geeks choose a theme gadget and make an online purchase.
New Facebook Functionality
The concept of the unique Facebook photo column was utterly changed. We replaced the boring reports from events and stock photos by interactive 3D posts.
New Approach To Giveaways
On average, COMFY runs 13 giveaway promotions per month. The list of gifts varies from cinema tickets to iPhone XS Max. The development of a unified style for such posts brought an increase in the number of new subscribers by 98% during September-November 2018. Other indicators also increased:
The average number of give aways per month
The average give aways coverage per month
The number of participants per month
The Current Design Of GiveawaysAfter Development Of An Unified Style
Reach: 744 917
Likes: 11 438
Comments: 17 659
Shares: 12 140
Reach: 523 120
Likes: 7 180
Comments: 14 400
Shares: 6 435
Reach: 209 559
Likes: 3 672
Comments: 5 056
Shares: 3 070
Reach: 126 336
Likes: 2 303
Comments: 3 643
Shares: 2 786
Instagram
New Approach To Managing An Instagram Account
Before the Promodo team was involved in the project, most of the content on Instagram containedstock images and photos from COMFY retail stores.After upgrading, the profile acquired aesthetics and a unified style. It was filled with useful and exciting posts, received a thoughtful rubricator, and unique photo content.
Before
After
Rubricator
Shopping Tags
COMFY was one of the first to start testing Shopping Tags in Ukraine. Tags on an Instagram photo allows users to find out all the product information they are interested in with one click.
Shopping Tags solve a number of important issues:
Establish a communication channel between the brand and the user;
Allow to quickly and conveniently order products on the site.
Instagram Stories
Instagram Stories is a good tool for engaging users in the brand life. 65% of subscribers watch stories first, andonly then visit posts. COMFY stories are alive and relevant. They entertain subscribers, give useful information and sum up the giveaways. COMFY employees are the heroes of COMFY stories.
How content is created
Instead of stock images, unique photo content on the COMFY social media profiles is created by our SMM specialists.
This is how the process and the actual result look like:
Results
Although our first priority was to increase brand awareness and the level of communication with subscribers, user loyalty led to increased transactions and revenue from online sales.
Users
Sessions
Transactions
Revenue
Switching to completely unique content, the development of the unified style and the connection of the rubricator allowed us to increase the COMFY subscribers base to almost twice the original size.
Facebook Performance Growth
Although our first priority was to increase brand awareness and the level of communication with subscribers, user loyalty led to increased transactions and revenue from online sales.
Subscribers
Organic Reach
Overall Reach
Engaged users
Instagram Performance Growth
Subscribers
The average number of likes per post
The average number of comments per post
*Images in this case study were translated into English specifically for promodo.com. Ukrainian is the only original language for Comfy profiles in social networks.
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