How to run a branded public for 150,000 subscribers and increase engagement is in the case
Goal
Strengthen the position of Fresh Bar as a modern youth brand offering refreshing drinks of both fruit and Coca-Cola flavored drinks for meetings with friends.
Tasks
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Maintain and strengthen the loyal relationship between the brand and the target youth audience through presence on major digital platforms.
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Increase product awareness among customers by promoting the Fresh Bar Cola line.
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Increase the level of engagement (ER) of subscribers in the community content.
Decision
People and Stars have been running the Fresh Bar social network since 2022 and developing the brand's community, including by attracting a suitable target audience of characters to shoot content. During our work with the brand, we managed to test many different formats and in the second half of 2023, we transformed lifestyle content into the format of a "series" - posts, "VK Clips" and Reels with an interconnected story of characters. They suited the target audience — active, versatile individuals.
They noted that the audience was getting tired of the same type of posting, and in 2024 they decided to divide the content areas, and identified four periods of brand activity — moderate (January-April and September-October) and increased (May-August and November-December). In moderate periods, we optimized content commensurate with the prom budget, and vice versa, we increased promo and posting volume in high seasons.
Cola consumption is universal, so publications from Fresh Bar Cola were not tied to the season. The Fresh Bar's line of fantasy flavors is more often featured in summer content.
Content Directions
1. Lifestyle-photos and vertical videos with identical characters. When working with our audience, we focused on vertical formats that are easy to read on mobile devices.
2. Serial content with an emphasis on fantasy tastes during the summer high season. It was published during the period of increased activity from May to August, when students who have been released from their studies are more active on social networks.
3. 3D content, which is often used to announce new products.
4. Tests, surveys, and situational content to increase engagement.
5. Publications with the participation of Fresh Bar ambassador Vali Karnaval.
6. Last comment contests to motivate the brand's loyal subscribers.
One of the important observations of this year is the activity of the audience under lifestyle posts and partner publications, which performed well without the infusion of promos. We are considering putting more emphasis on such content in 2025.
Community managers also actively and promptly answer subscribers' questions, maintain dialogues not only in comments, but also in personal messages.
Promotion
This year, we additionally tested narrow audiences to find new working hypotheses and improve key marketing indicators — CPC, CPA, CPO. Also, audiences that have been gathered for a long time may "lose" quality, and their performance decreases accordingly.
Tested audiences:
1. Communities similar to Fresh Bar and additionally limited to key brand-related words.
2. Friends of Fresh Bar community subscribers who subscribe to several similar communities.
3. People who have added two or more Wali Carnival tracks and subscribed to similar communities.
4. Those who added two or more tracks removed the Carnival and the restriction on brand-related keywords.
5. Indirect interest communities and a limit of at least two subscriptions to such communities for users.
The first, third, and fifth audiences performed better than the rest, and we plan to use them further. The rest turned out to be similar indicators, as well as the audiences used earlier.
Additionally, we continue our current and working strategy — we collect positive and negative actions and create LAL audiences based on them, which give a good result within the scope of coverage (average CPM of 30 rubles)
Results
Since 2023, the average ER indicator in VKontakte has increased by 5.9% — from 4.75% in 2023 to 10.65% in the period from January to October 2024.
The current maximum ER value of 33.68% was reached in July 2024.
The project team
Client: Fresh Bar
• Marina Fedorova, Marketing Director
• Alyona Mushinskaya, Brand Manager
• Anton Timofeev, Media Lead
Agency: People and Stars x TNT MUSIC Prod
• Antonina Bazerova, SMM Manager
• Dmitry Ragozin, a targetologist
• Antonina Pautova, Community Manager
• Sveta Starovoit, Commercial and Client Service Director
• Sergey Kovaleko, Head of Production
• Polina Zhukova, Project Manager
• Maria Drozdova, producer
• Evgeny Lenshin, 3D designer
• Valentina Kozlova, designer
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