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 andentertainment to useful and informative to avoid products and offersbe perceived as advertising content.
• To move beyond conventional promotions and tell subscribers whythese 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.
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.
#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.
#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
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
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
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 onRozetka Instagram
Before After
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Before
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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
Instagram Campaign Results
Reach
Likes
(per 1 post)
Comments
(per 1 post)
Engagement
Subscribers
-
Reach
-
Likes(per 1 post)
-
Comments(per 1 post)
-
Engagement
-
Subscribers
Results
Users
Transactions
Revenue
-
Users
-
Transactions
-
Revenue