Client

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

Challenge

• To distinguish from competitors who are conventionally serious on
social media accounts

• To build a system for receiving user-oriented
and recognisable content

• To point out that the primary focus is not
only on clients but also on their pets

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.

1.Newsbreak

Situational posts related to holidays, world animal news, film releases and so on.

2. Infographics

Situational posts related to holidays, world animal news, film releases and so on.

3. Myths

Situational posts related to holidays, world animal news, film releases and so on.

4. UGC (user-generated- content)

Situational posts related to holidays, world animal news, film releases and so on.

5. Fun

Situational posts related to holidays, world animal news, film releases and so on.

6. Quiz

Situational posts related to holidays, world animal news, film releases and so on.

7. Contest

Situational posts related to holidays, world animal news, film releases and so on.

  • 1. Contest

    Pposts with a prize draw among users who completed a task and followed the Zootovary’s paged on Facebook and Instagram.

  • 2. Infographics

    Posts structured for better perception, useful or entertaining posts for pet owners.

  • 3. Myths

    Posts with refutations of the most widespread fables about animals.

  • 4. UGC

    Users’ photos with funny comments or useful tips.

  • 5. Fun

    Posts with jokes or humorous facts about animals.

  • 6. Quiz

    Posts which include call to actions in the form of a multiple choice questions.

  • 7. Contest

    Pposts with a prize draw among users who completed a task and followed the Zootovary’s paged on Facebook and Instagram.

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

Solution

  • Activations
  • One of the mandatory conditions for activation is to attach a pet photo, which matches the particular task, to the comments. For example, to be activated in the “Switch on your cat” contest, users had to touch their cat’s nose and depict that moment. The winner is determined randomly. As a result, we received a lot of new user photos.

  • A big moment
  • Usually, the majority of user photos are stereotyped. But if followers are suggested to send photos similar to the picture in the post, they are pleased to attach creative shots to the comments.

  • Maximum fame
  • The shot which wins the contest “The photo of the month” becomes the cover of the Facebook community for 30 days. And this fact definitely flatters users as they realise they can show be a picture of their pet to all members. Moreover, the winner is not determined randomly – our team had to carefully choose the most relevant photos and the award the winning owner of the best shot also received 3kgs of high-quality pet food.The contest conditions are quite easy: users must follow the Facebook/Instagram account, repost the contest post, and attach a photo of a pet to the comments.For this reason, activation receives the maximum amount of content compared with other post types.

    There are three types of contests: Two of these are on Facebook and one on Instagram.

How do we get the content?

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.

Engagement rate

+900

Facebook

+267

Instagram

Сomments per post

+3,200%

Instagram

Posts

-69%

Facebook

-52%

Instagram

Followers

+31.6%

Facebook

+35%

Instagram

Let's get the ball rolling

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