Digital marketing и digital communications
It is essential for us to show a high quality of services and success stories of our clients in order to become one of the leading players of the Russian advertising market in the next few years
Rostelecom, Azimut Hotels, AB InBev Efes, Beeline, S7, OZON, Citibank
In two years of successful social media promotion, we have worked with a large variety of big projects, generated hundreds of fresh creative ideas and brought them to life. In order to showcase our work and what we have achieved in this time, we created this showreel. It’s a compilation of our best works that we are truly proud of and that continue to inspire us to strive for even better results in digital marketing.
After the merger of AB InBev and Efes in 2018, a new company appeared on the Russian market. Despite the high level of recognition of the individual brands included in the company's portfolio, the recognition of the parent company AB InBev Efes among the target audience was very low. Furthermore, the company's official Instagram and Facebook pages were a mixture of consumer and corporate communication, which led to a lack of uniform visual design.
- Increasing the brand loyalty of the existing audience and creating a "beer community". Furthermore, it was necessary to form an associative link between individual brands and the parent company AB InBev Efes in order to gather a loyal core audience.
- Increased company awareness, achieved by attracting new subscribers and increasing the reach of posts on Instagram and Facebook.
- Development of a new content strategy with a clear community position and a unified approach to visualization, as well as an updated content plan and new content formats.
- Increased audience engagement by expanding content formats
- Increased the number of engaging mechanics and competitions
- Added 3D, video infographics and motion animation
- Added publications with situational news feeds
- Highlighted new product launches
- Increased reach by publishing unique stories and using paid post placements in relevant communities on Facebook
- Added posts with educational content
- Visited one of the company's factories, where we held a photo shoot and filmed videos about the features of the production of various types of beer
- Increasing the brand loyalty of the existing audience through the use of mechanics to generate UGC
Taking into account the restrictions on the promotion of alcoholic beverages, through the use of organic content, we managed to achieve the following statistics:
- IG subscribers: +600
- Monthly IG reach: +35000
- FB subscribers: +200
- Monthly FB reach: +35000
After the merger of two well-known beer companies — AB InBev and Anadolu Efes — in 2018, the Russian labour market was yet to get acquainted with the newly established HR brand. From the beginning, low levels of recognition became the company’s main issue, followed by a problematic situation with potential employees and interns.
Low levels of recognition of the HR brand led to lack of awareness of the company’s EVP (Employee Value Proposition) among the target audience. Despite AB InBev Efes’ positioning as an international company with big opportunities for its employees, job seekers weren’t familiar with the competitive advantages of the employer: the ability to work with world-famous brands as well as visits to regional breweries to get hands-on production experience.
Objectives and solutions
Objective: the first step was to increase levels of recognition of AB InBev Efes among graduates of technical universities and educate them about competitive advantages of the HR brand.
Solution: we established strong communication with potential employees using social media. In particular, we developed a new communication strategy that focuses on presenting EVP to the target audience. Furthermore, we expanded the variety of content formats and themes, began publishing more ad hoc content, created and tested dozens of creatives for promotional campaigns.
Achieved results and KPIs:
In 11 months we have reached the following goals:
Increased Vkontakte monthly reach from 3K to 343K.
Brought more than 2,5K target subscribers.
Increased engagement rate (ER per post) by two times.
Overall there were more than 11K of ad clicks.
These results were achieved by thoroughly analysing the target audience and launching paid campaigns, as well as revising the communication strategy and overall approach to the client’s social media accounts. In the end, we attracted relevant candidates to the internships positions and increased levels of the HR brand recognition.
We began working with Rostelecom straight after their rebranding - when they needed to adapt their content and official social media accounts on Facebook, Vkontakte, Instagram, Twitter, Youtube and Viber to new branding guidelines.
Convey competitive advantages of the brand to the audience
Educate different target customer groups about the variety of services and rates
Inform customers about company’s news and promotional offers
Encourage audience to communicate with the brand on social media platforms
Creation of various formats of content on social media: 3D, motion design, videos, surveys, carousels, longreads etc.
Expansion of the number of engaging mechanics, including those that motivate users to react on Instagram stories.
Increase in number of situational posts and use of newsjacking.
Launch several special projects in collaboration with Rostelecom’s partners.
Creation of new guides and requirements for visualisation of main social media content formats.
- “Take the players out onto the field” Rostelecom x Zenith
- “Win a guitar for the best cover song!” Rostelecom x STINGRAY iConcerts
- “Watch Game of Thrones on Wink!”
Over 8 months, we familiarized the audience with the new brand identity with the help of an updated content strategy, increased the brand’s reach and overall engagement rate on Rostelecom’s social media pages.
- 311 K — Overall number of subscribers (Facebook, Instagram, Vkontakte)
- 18 M — Overall reach (Facebook, Instagram, Vkontakte)
- 2,8% — ER Instagram
Increase engagement in AZIMUT Hotels’ communities on Facebook, Instagram and VKontakte.
Increase the share of organic reach and targeted subscribers in brand communities.
Rework content strategy: improve content quality and unify visualization approach.
Develop guides for regional brand communities - the content in the regions was heterogeneous.
Reconfiguration of targeted advertising (Look alike, social demographic, geolocation, interests, parsing data for relevant communities, retargeting).
Development of guides for conducting regional communities.
Increase engagement by expanding content formats, adding contests involving engaging mechanics and posts based on situational news feeds.
Carrying out photoshoots and replenishing own photo banks.
Over the span of two years, we reviewed content and visualization in communities, developed guidelines for regions, conducted training, as well as launched several large competitions.
- 217 K — Coverage VK, Fb, IG
- 2,7 % — Involvement IG
- 43 K — Subscribers VK, Fb, IG
Promote new S7 routes from Saint-Petersburg.
In collaboration with an online journal Sobaka.ru we launched a special project “How well do you know your city?”. Within this campaign we decided to evaluate how well the audience from Saint-Petersburg knew their city. We asked them to look at a photo of local attraction which was altered using neural networks.
We trusted the journalists from Sobaka.ru to choose non-conventional attractions in their local city and big European locations, whose attractions looked similar to Saint-Petersburg’s.
We neural networks to process this compilation of photos in order to make it more challenging for the audience. We then created an online test on Sobaka.ru: http://www.sobaka.ru/lifestyle/travel/72226 using S7 brand colours.
This special project was also promoted on S7 social media pages using organic posts and targeted advertising.
- 3 million Overall reach (Facebook, Vkontakte, Instagram)
- 3 K Number of test participants
"Their work was very good and all of the feedback was always positive."
Relate Agency provided social media rebranding support by creating a brand book for a telecommunication company’s social media accounts. They also worked on logo and design features.
"Their work was very good and all of the feedback was always positive."
Jul 14, 2020
The deliverables from Relate Agency grew the client’s engagement and follower count significantly, along with receiving positive reactions. Though more creativity would have been an asset, their level of speed, agility, and responsiveness made for a smooth and productive engagement.
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the social media marketing director at Rostelecom, the biggest Russian technology and telecommunications company.
What challenge were you trying to address with Relate Agency?
We needed help with social media rebranding to find our positioning in the B2C and B2B segments.
What was the scope of their involvement?
They worked on our social media rebranding. They prepared content for social media and did our new brand book for our Facebook, Instagram, and VKontakte social media accounts. We had a corporate brand book already but didn’t have one for our social media, so they built it from scratch and it was a hard task.
They also designed our logo. They did the wide scope of design in helping prepare the social media brand book communications, posts, text, tone of voice, etc. We worked closely with their team. Our main priority was to refresh our social media, reach our audience, and improve the engagement rate.
What is the team composition?
There were seven people working on the project.
How did you come to work with Relate Agency?
We worked together on a previous project. I’d gotten very positive feedback from their work and chose them because they’re fast and not too expensive.
How much have you invested with them?
We spent $10,000 per month.
What is the status of this engagement?
We worked together from September 2018–May 2019.
What evidence can you share that demonstrates the impact of the engagement?
Their work was very good and all of the feedback was always positive. The number of subscribers rose to 13,000 and they helped improve our engagement rate.
How did Relate Agency perform from a project management standpoint?
They were really engaged in our project and tried to find new tools to improve their daily work.
What did you find most impressive about them?
They were really quick in their day-to-day work.
Are there any areas they could improve?
There could have been more creativity within their team.
Do you have any advice for potential customers?
Try working with them. They’re quite cheap and really fast.