Stop for a second and imagine life if all the household appliances just disappeared. This is truly a plot for a horror movie! Regardless of the type of device, its kind, brand, cost, they have one purpose: to make our life easier and better. If you think about it, this is a kind of investment: you invest in the purchase of this or that device, and in return you get more free time that you can spend on family and loved ones, studying or hobbies.
We considered the construction of a content strategy for the online store of household appliances “590” from this point of view. It is not just to list the functions that this or that device has, but to emphasize what this device gives us – comfort and free time.
Since there are many competitors in this niche, we need to differentiate ourselves. We will not be able to compete in the size of the assortment, as well as in the price policy, but we will be able to stand out with a bright and unique design of our pages. We chose the so-called “endless feed” as a visual concept. We prepared each new content plan taking into account the visual content of the previous one: colors and patterns should be well combined with each other so that the transition looks harmonious.
To increase the number of audiences, various competitive mechanics were used, such as giveaways of valuable prizes among subscribers, as well as participation as a sponsors in other activations. But this is not enough to support audience engagement, for this we implemented gamification in stories. Tap games (screen delay, back-and-forth switching, use of built-in widgets in stories, time the user spends on a certain story) have a positive effect on audience activity. Insight: Do not try to sell in such games, it negatively affects the audience’s trust in you.
Since one of the main tasks of the marketing strategy was communication with consumers, we used social media as an information channel through which we notified our subscribers about upcoming discounts and promotions.
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