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Kirill Pyzhov from Perfluence is on the line . Today I will tell you how, in a year and a half of work, we helped the company attract more than 37 thousand new orders with the help of opinion leaders.The case is visual: I will show all the figures, reports and examples of posts.
How we started with SUNLIGHT
Before working with Perfluence, SUNLIGHT already had its own online marketing strategy. Jewelry is a luxury item that is not a basic necessity. Therefore, the company excited potential customers with aggressive marketing and held sales with discounts of up to 80%.
It is not surprising that SUNLIGHT already had extensive experience in promotion. The hypermarket used wordpress web design agency social networks, an application, retargeting, and traffic attraction with audience segmentation and increased response.
There was also experience of cooperation with opinion leaders in Russian Instagram. SUNLIGHT attracted both microbloggers and big stars with accounts in the social network — for example, Natalia Podolskaya and Timati. In this way, the company promoted the installation of the application and tracked the path to purchase.
Negative user sentiment. Buyers were alarmed by some of the company's statements. It was necessary to cover this agenda with positive coverage;
The investment did not pay off. Posts from celebrities provided great reach, but were expensive and did not increase revenue or the number of orders immediately.
The company came to us with these tasks.
SUNLIGHT is the largest jewelry hypermarket in Russia, the leader in e-commerce in the Jewelry&Luxury category according to Similar Web. The company unites its own jewelry chain, a marketplace and more than 200 Russian and global manufacturers. There are 420 brand stores in 158 cities of Russia. In 2020, the company was recognized as the "Best Online Store" and "Best Chain Store" according to the international RETAILER OF THE YEAR award.
How we came up with a new promotion strategy for SUNLIGHT
SUNLIGHT's cooperation with Perfluence began in the fall of 2019. There was a specific commercial task -Bring in new customers and increase sales among existing users with a 10% discount.
In addition, we needed to work on the negative in social networks: to cover it with positive coverage among bloggers on almost all platforms. There was a request to work with Instagram*, YouTube, VKontakte, Facebook*, Odnoklassniki, TikTok, Telegram, Yandex.Zen and even Twitch.
We moved away from aggressive marketing to avoid irritating the audience and focused on targeted activations. We promoted the brand's key values and the benefits it offers. By the way, here they are.
SUNLIGHT's key values that we mentioned in bloggers' posts
SUNLIGHT is the first Russian chain of jewelry hypermarkets and the most famous brand in Russia.
Policy of democratic prices and no overpayments.
A wide range for everyone, jewelry for children and for men.
Representation of the brand "Diamonds of Yakutia" - the standard of the highest quality in the jewelry world.
Weekly update of promotions and bonuses for regular customers.
Convenience of purchase - many stores, online hypermarket, mobile application.
Convenient delivery - your order will be delivered to any SUNLIGHT store throughout Russia or to your home.
Beginning of cooperation
Partnerships with celebrities work well for the brand image, but are unlikely to optimize the company's profit. At the start, it was important for us to understand the user reaction to the brand. We decided to evaluate the potential of interested subscribers and bloggers through app installations. Therefore, work with influencers began with the CPI model.
We paid for app installations to identify the most economically efficient bloggers. The mechanics here are as follows: bloggers post call to action posts with an appeal to follow the link and install the app. As a gift for installing, new users receive pendants. This gift became an excellent incentive for customer engagement.
At launch, it was difficult to hit the brand values — SUNLIGHT strictly moderated the selected bloggers. Then we honed our understanding of the task and began to offer more suitable opinion leaders. As a result, in just two weeks, we brought in more than a thousand new installations.
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發表於 2024-11-9 18:42:37