Client

Zootovary — is a pet supplies chain which has an online store and retail stores in Kiev, as well as its own delivery service.

Insight: Most people love their pets and kindly share their photos online.

Initial data

We were curious if we were able to efficiently manage communities on social networks where all the content was generated by its participants (UGC). Therefore our key challenge here was to find the best method of creating a community where clients and followers could share a common language. And where instead of sharing perfect pictures, users could find familiar photos and situations related to their pets.

Solution

To test our hypothesis, we created several categories aimed to help us share interesting information and gain the content required for posts.

As a result, the Instagram account of Zootovary began to be filled with users’ content.

Insight: It is essential to encourage users to send photos of their pets with fame and gifts

Results

We managed to create an efficient system of receiving quality and unique visual content which is largely generated by users. Сonsequently, we succeeded to convert the formal social media accounts into a community for pet owners.

Before we started working on the project

After one month of our involvement in the project

The Dynamics Of Social Network Indicators Growth

Although the total number of posts on both Facebook and Instagram pages has decreased by 69% and 52% respectively, the key metrics have rocketed.