Сreation of the original and creative content for Jacobs’s social media.
Поставленная задача и ее решение
Goal: Constant coverage of the target audience of the brand in social media. To reveal the product and emotional benefits of Jacobs brand and to deliver the communication message “Dream with your eyes wide open!”.
Solution: Semiotic research of the dream territory in Russia, a unique approach to audience segmentation and setting up advertising campaigns in social networks, applying trendy publication formats.
By investigating the target audience of the brand in detail, we identified a set of repetitive psychological characteristics that have developed into 4 segments or personality types: analysts, searchers, guardians and diplomats. For each identified type, we generated content appropriate to the mood and adjusted targeting for each type, with the exception of intersections. Сreating content, we focused on trendy formats: cinematography, ASMR, parallaxes, interactive stories, creative lifestyle-photoshootings.
Достигнутые цели и KPI по итогам запуска
In half a year:
— the increase in monthly coverage by +1 500 000;
— the triple increase in the monthly number of social actions;
— the organic increase in subscribers on Instagram by 20%.