Appealing to the nostalgic feelings of the audience that interacted with the brand in childhood and forgot about it.

The focus is only on Instagram, and Facebook has become a platform where messages were duplicated. We found three volunteers – representatives of the audience, who shared with us their Customer Experience about “DubKo”. It must have been a great success to catch an insight based on three interviews. It turned out that visiting “DubKo” for furniture materials is a good family tradition. A representative of the 24-35 age group stated that he visited “DubKo” as a child with his father and had been here more than once. Hence the consumption situation – visit “DubKo” when you want to make furniture yourself or together with your son. There was no budget allocated to test the hypothesis, so it was tested by interviewing employees of the sales department who had worked for the company for 10 years. Based on this, positioning was created: “DubKo” always has everything (in stock) for furniture production.

Content production

“All content should be built around the video,” said our content manager, and we were only allocated 15% of the planned budget for production. Do you think we stopped there? Not at all, the idea was ready, and the entire project team was burning with it. We managed to assemble a film crew and find models who agreed to work on the video and photo shoot, in fact, for the prospect of future cooperation. Our designer Yuriy Andriychuk took over the entire post-production process. It was an adventure, but at the end we got juicy shots from Volodymyr Melnychuk and a video series from an amateur cameraman. A simple video was born that broadcast the message “everything for furniture production” and appealed to the father-son relationship. Without special effects, without a cinematic picture at the exit, we got a story that fulfilled its task. The video didn’t go viral, but we received 53 applications over the entire AC period with an average check of $623.

Social media is an ideal place to sell woodworking products, even if the budgets are small. During the pandemic, the representatives of the niche most likely reduced their advertising budgets, thanks to which we were able to actually “buy” the Internet. The phenomenon of this project is that, despite the suspension of advertising and the lack of new publications, the project continued to receive new applications, subscribers and likes.