SMM Case Study: Rozetka.ua

Client

The online store Rozetka.ua, founded in 2001, is currently the most popular electronics and home appliances store in Ukraine, which is visited by more than 800,000 visitors per day.

Challenge

• To change the content strategy pattern: from promotional and
entertainment to useful and informative to avoid products and offers
be perceived as advertising content.

• To move beyond conventional promotions and tell subscribers why
these products may be useful and exciting to them.

Initial data

The large share of commercial and promotional content; similar content; the preponderance of entertainment content over useful content.

Solution: Facebook

Since Rozetka.ua is a marketplace where almost everything is sold, this was essential to pay attention to all product categories. We combined the categories into groups and defined the target audience for each. This allowed us to structure the content and meet the needs of each audience, as well as inform the users that Rozetka.ua is the place where they can buy anything.

We combined the categories into groups and defined the target audience for each. This allowed us to structure the content and meet the needs of each audience, as well as inform the users that Rozetka.ua is the place where they can buy anything.

Fewer promotions – More utility

In January, there were 105 promotion posts on the Facebook page, in July, this number decreased to 45. Advertising posts with offers decreased by one third and were replaced by useful content. Links to offers were inserted in infographics. Due to their viral potential, the transaction rate increased by 54%, the number of transactions grew by 52%, and income – by 32%.

Advertising posts with offers decreased by one third and were replaced by useful content. Links to offers were inserted in infographics. Due to their viral potential, the key indicators have increased.

Transaction Rate

Number Of Transactions

Income

Transaction Rate
Number Of Transactions
Income

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New Content Rubrics

The main idea of the new user interaction strategy is to move beyond the bulletin board format with promotions and contests and become a friend who communicates with subscribers in the common language. For the community members, Rozetka.ua has acquired a new image – this is a well-known person who is aware of everything, loves to joke and gives advice.

#WrittenToUs

The unique rubric based on the most ridiculous and ludicrous reviews on goods in the range.

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#RozetkaAsks

The rubric motivates users to vote with likes and reposts. In the new strategy, this was combined with several others:

#LookDevice
#believeDONTbelieve
#Retro

In January 2018, considering the combination of all interactive rubrics, the number of such posts reached 25.

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#ROZETKAUSEFUL

We changed the flirting with the audience pattern to an educational one and introduced the #RosetkaUseful rubric.
This content is published every day but weekends, in the infographics format. Each infographic is associated with the season, product category on the site as well as with a critical newsbreak. Therefore, the #RozetkaUseful rubric is divided into 2 subcategories: useful content and news.

Reposts: 25,874
Reposts: 4,197
Reposts: 6,275

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Examples of useful content

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For the period of our performance, the content structure has significantly changed. Useful posts have begun to prevail, and users who have enjoyed these have re-posted them, which increased the reach.

January July

January
July

Change in the number of rubrics

January

Rubric
Number
#RozetkaUseful

3
#ProductOfTheDay

27
#Sale

47
#RetroZetka

4
#NonReturnGift

4
#RozetkaChoice

4
#LookDevice

4
#GuessTheDevice

4
#BelieveItOrNote

4
#RozetkaRystics

4
#RozatkaAsks

4
#Video

21
Excluive offers

31

July

Rubric
Number
#RozetkaUseful

43
#ProductOfTheDay

28
#RozatkaAsks

11
#Video

19
#Sale

17
#other

14

Facebook Campaign Results

Rubric

Likes
(per 1 post)

Comments
(per 1 post)

Engagement

Subscribers

Rubric
Likes(per 1 post)
Comments(per 1 post)
Engagement
Subscribers

Solution: Instagram

Challenge: To create a ‘cozy’ account which can communicate with the audience in the common language

The Change of Instagram Account Management Vector

Until January, interactivity was a distinctive feature of Instagram. We applied all the possible mechanics for engaging the audience. However, this approach has its pros and cons. The main advantage is that this allows you to remain visible and keep the audience engaged.
The disadvantage of this approach is that it has a conditional ‘ceiling’, which is impossible to break. The audience is growing, but slowly, and the primary goal we have is to retain and encourage the interests of existing subscribers.

Since we realised that the stage of moulding the audience had been passed, we began to contemplate the change of account management vector.

Rubric	Likes (av. number)	Comments (av.number)	Engagement	Reach (av.number)	Number
Situational	470	–	1	12 122	4
Product	315	2	0,67	10 648	42
Questioning	638	117	1,85	16 274	13

Photo Content

Photos formed the basis of the new approach to managing Instagram. We have cooperated with the Rozetka in-house team. Currently, two photographers from Kyiv and Kharkiv simultaneously work on this project.

Thus, people appeared on Rozetka Instagram

Thus, people appeared on
Rozetka Instagram

Before After

Before
After

New Instagram – New Spokesmodel

Building the new Instagram strategy, we decided that it would exist separately from Facebook. The intersection of content on these networks should not exceed 10%. On Instagram, we communicate more openly. We show what Rozetka really is, and what’s inside the business.
According to the tone of communication, the new Instagram should differ from YouTube and Facebook in its simplicity and frankness.
We showed the Instagram backstage with the help of all Rozetka bloggers. And for simplicity, we added a new face to represent the Rozetka channel.

Most Instagram subscribers do not need accurate technical information about devices. They are interested in questions that sometimes are quite embarrassing to ask.

— How does it work?
— Is this generally a useful thing?
— Does it make sense?
— What is it?
— How does it look in real life?

To answer such simple questions boldl, meeting the needs of the subscribers, we implemented on Instagram the image of an ordinary girl who can make an honest dialogue with subscribers.

Building the new Instagram strategy, we decided that it would exist separately from Facebook. The intersection of content on these networks should not exceed 10%. On Instagram, we communicate more openly. We show what Rozetka really is, and what’s inside the business. Most Instagram subscribers do not need accurate technical information about devices. They are interested in questions that sometimes are quite embarrassing to ask such as ‘How does it work?’ or ‘How doest it look in real life?’.

To answer such simple questions boldy, meeting the needs of the subscribers, we implemented on Instagram the image of an ordinary girl who can make an honest dialogue with subscribers.

Thus, Masha appeared on Instagram

Rubrics

Rubrics in January

Rozetka Icon

Likes: 0

Comments: 0

Engagement: 0

Number: 0

Average Reach: 0

Product Posts

Likes: 315

Comments: 2

Engagement: 0,67

Number: 42

Average Reach: 10 648

Interactive

Likes: 638

Comments: 117

Engagement: 1,85

Number: 13

Average Reach: 16 274

Situative

Likes: 470

Comments: 0

Engagement: 1

Number: 4

Average Reach: 12 122

Rubrics in April

Rozetka Bloggers

Likes: 701

Comments: 39

Engagement: 1,27

Number: 18

Average Reach: 13 708

Gadgets

Likes: 671

Comments: 64

Engagement: 1,56

Number: 25

Average Reach: 14 792

Fashion

Likes: 364

Comments: 31

Engagement: 0,8

Number: 7

Average Reach: 11 489

Situative

Likes: 777

Comments: 7

Engagement: 1,57

Number: 7

Average Reach: 15 891

Rubrics in July

Rozetka Bloggers

Likes: 2 232

Comments: 303

Engagement: 4,04

Number: 19

Average Reach: 23 055

Gadgets

Likes: 1 513

Comments: 84

Engagement: 2,27

Number: 25

Average Reach: 23 710

Fashion

Likes: 2 095

Comments: 22

Engagement: 2,72

Number: 2

Average Reach: 19 753

Situative

Likes: 1 618

Comments: 61

Engagement: 2,32

Number: 7

Average Reach: 21 295

#NatashaStyle

We could not avoid the fashion line. On Rozetka Instagram, where the men’s audience predominates, it is difficult to develop the sphere of beauty and fashion. But only if you do not have an attractive brand ambassador.Thus, the rubric #NatashaStyle appeared. Natasha chose outfits on Rozetka, created looks and showed these on the account.

There are no two equal stories

The design of each story is unique and created with Instagram tools. We even implemented a new job position for this task -– a ‘StoryMaker’.

Question Answer

We noticed that after reviews and posts from Rozetka bloggers, we received questions on narrow and professional topics in comments and via direct messages. For instance, how to build a PC or choose a video card.

As we couldn’t adopt such content to the image of this Instagram channel, we introduced the rubric #QuestionAnswer.

Work scheme:

1. Get a question
2. Redirect it to a blogger
3. Answer the question