Case of Ingate Communications and Fruitmotive: how to unite the audience around the brand with the help of a special project about nostalgia - image 11
To expand the reach of participants, we promoted posts with activations using targeted VK advertising. The following targetings were identified:
Interests: "entertainment and leisure", "family and children". Age: 25-54 years.
Subscribers to communities of retail stores: Pyaterochka, Magnit, Perekrestok, Globus, etc.
Downloading subscribers from competitors' communities.
We also collected audiences for retargeting: those thailand telegram data who watched the posts and took positive actions (likes, reposts), and targeted them.
The special project lasted for 1 month. To keep users' attention, we changed not only the topics of the tasks, but also the mechanics of interaction with the participants.
In three tasks, users were asked to provide their own answer in the comments.
Case of Ingate Communications and Fruitmotive: how to unite the audience around the brand with the help of a special project about nostalgia - image 12
The other three tasks used custom-designed bots to activate participants. The bots were chosen for their ability to automate interactions with users and provide a quick response. Since the tasks were different, each bot had its own algorithm with different steps.
Case of Ingate Communications and Fruitmotive: how to unite the audience around the brand with the help of a special project about nostalgia - image 13
Results
The special project took place from April 17 to May 16, 2024, including the long May weekend, when many people go out of town. Despite the holidays, we managed to reach a large audience, engage them in active participation and increase the number of subscribers.
Case of Ingate Communications and Fruitmotive: how to unite the audience around the brand with the help of a special project about nostalgia - image 14
First, let's share the key metrics for each post with activations:
The post with the task of sharing photos from the 90s gained the greatest reach — 1.3 million views. The post with the bot about clothes also had more than 1 million views.