Case Studies

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Baby food


#
Challenges
The brand is well-known among the target audience but due to the specifics of their products the clients have a very high quality expectations.

Barriers

1
Consumers tend to avoid the product if they have even the slightest concerns about its quality
2
Lack of positive reviews
3
Big number of unaddressed negative comments (over 200 per month)

Strategy & Solution

1
Regular monitoring of all brand mentions on the Internet
including Christmas holidays
2
Quick responses to negative comments
within 1-2 hours
3
Customer incentive programs
giving certificates to customers who made the best posts, developing the brand ambassador program
4
Monthly analytics
tracking key trends, adjusting the strategy

Results

The amount of positive comments doubled
66,5%
The amount of negative comments decreased
by 66,5%
from 2 to 25
The number of brand ambassadors went up from 2 to 25
60
60 people (women who gave birth in certain clinics) participated in the brand's special project
~

Pharmaceuticals


#
Challenges
New product launch. No active discussions about the problem that the product is designed to solve.

Barriers

1
The brand is not popular on the internet; there are no discussions about the brand; no presence on specialist forums.
2
The brand name is not displayed correctly in search engine results
3
Absence of brand communication with customers
4
Lack of information about competitive advantages and about the product in general

Strategy & Solution

1
Creation and management of brand accounts on industry-specific forums
2
Launch of an influencer marketing campaign on the top platforms
3
Yandex and Google search results optimization
4
Communication with customers, educating customers about the product

Results

15
15x increase in brand mentions
60
Brand profiles on 60 specialist platforms
1500
Over 1500 messages from the brand and influencers with 700 customer responses
4000
Over 4000 branded search results
3 000 000
Over 3 000 000 visits on the sites where the brand is mentioned
~

Construction


#
Challenges
Due to the high product cost customers tend to share their negative experience and unfulfilled expectations.

Barriers

1
«Dead phone»
User comments didn't get any responses from the brand, which led to the next problem
2
«Broken telephone»
Because of the lack of information from the brand people were leading the online discussion with each other, sometimes operating with false facts
3
«Hotline»
The hotline specialists were not handling the negative well and it spilled out on social media
4
Subjective negative
Negative sentiment of discussions that were not related to the product, for example, about the landscape design

Strategy & Solution

1
Monitoring all online mentions
2
Crisis management: prompt and careful handling of "broken telephone" comments
3
Identifying negative insights and forwarding them to the brand
4
Systematic argumentative approach when handling the subjective negative sentiment

Results

94%
94% drop in negative sentiment in the brand's community on social media
Positive sentiment doubled
Hot line
Brand's hotline operators are able to handle negative
~

Cosmetics


#
Challenges
A relatively young brand with low levels of brand awareness among the target audience

Barriers

1
Customer's preconception
«"All high-quality products are produced abroad"»
2
Strong competitors
The brand has competitors with a big loyal audience

Strategy & Solution

1
Creation of the brand's promotion strategy on the top industry-specific forums
2
Target audience analysis for identifying the right influencers
3
Creating the brand voice for communication with customers
4
Detailed description of product characteristics and their competitive advantages

Results

1.4x
1.4 rise of branded searches
> 2х
The amount of brand mentions doubled
5
Every 5th message from the brand and influencers received a customer response
1.5x
1.5 rise of positive comments
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Not a public offer.
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