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Natalia Sluchay, Moyo: Local promotion through video content for offline stores

Наталия Случай, Moyo: Локальное продвижение через видеоконтент для офлайн-магазинов

During the RAU Webinar “Effective Marketing Ideas: Digital Promotion 2024” , held jointly with RAU partner digital agency Lanet CLICK, Natalia Sluchay , Head of Marketing at Moyo, shared a case study on how video content is used for brand recognition in small towns across the country.

The Moyo chain has been operating in the Ukrainian market for 15 years, has 91 stores (the largest concentration in the central region and the capital) in 49 settlements of Ukraine and has two unique formats in Kyiv and Lviv, which worked around the clock before the war. They differ from other stores in that they have all the products that are presented on the website in stock. During the full-scale invasion, the company opens new locations in the west of the country.

How to engage audiences in small towns

The expansion into smaller cities across the country had two goals: increasing awareness of the Moyo store and brand and motivating city residents to visit the store.

First, we investigated what the problem of developing stores in small towns is. Consumers here prefer offline shopping, they order online, but only what they protested offline.

We decided to test an unconventional digital campaign, namely, we started making a series of live filming directly from the store, using not professional actors, but sales consultants.

This way we got an additional digital media channel – live communication between the store and users, direct communication with potential clients about promotions and discounts in the store online, and after watching our videos, the faces of sales consultants were familiar to clients.

We made different content, and the frequency was at least one video per week.

Of course, they had both pros and cons:

However, after launching a number of similar videos, they had good results:

What conclusions did you draw?

Having launched promotion in small cities through video content, we had a high number of impressions, a wide audience involvement, which on average saw at least three videos of different content, and the budget for promotion was reasonable.

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