Promotion of a coffee company in Poland (b2b)
Poland, Warsaw, professional coffee equipment in the period 22.03 - 22.05.
My experience with a foreign company, the positive side of promotion and the complexity of the business during the lockdown period.
The company sells professional coffee equipment and its repair, and also sells its own coffee and tea. At the time of the brief, the customer warned that in Poland now it is difficult with the issue of covid-19 and here is the result.
Pros at the beginning of the project:
Having an original and stylish logo
Once there was activity on the instagram page
Quick provision of information and quick feedback from the company
Clear understanding of the task and goal
Minuses at the beginning of the project:
Inflated Instagram
Lack of reviews
No personal photo archive
Packaged the profile
Developed a content plan, strategy and mind map
Cleaned the account of "dead" accounts
Took over the account
Facebook and Instagram community packaging
Developing a content plan, through warming and reputational content
Raising the ER of the account
Cleaning the account from bots
When communicating with the customer we found out that he was ready for serious changes in design and decoration, but without bed colors. Such serious changes did not have to be made to the project, and further pushed back on the company's logo.
Job Stages:
Started on Facebook. Business profile description filled out completely except for products. Changed the Facebook profile header. Earlier there was a promo video about the company in the header, replaced it with an animated header.
Next up, Instagram is in the works. Below is a screenshot of BEFORE packaging, then there will be examples on the approved solution of page packaging and highlights.
Packaging examples in white and dark smartphone work theme. Highlights are filled in as content is released. Changed the profile bio to be more appropriate and in line with the company's work.
Each highlight filled with material to match the title, commercial style material with motion elements. Below there will be two examples from different headings.
Previously the page was using spoofing, which severely hindered the account among the algorithm. Recommended to make a new account and start working in it, as er is below zero, my recommendation was not approved and I am trying to raise engagement.
In the brief, the customer identified 2 segments - selling (commercial) and informational. I developed a schedule of posting on them. I worked on a master map of possible posting topics.
I took into account the details and set goals and developed a plan for the month with headings, of course before that I looked at competitors and analyzed popular topics in.
In the second month, we emphasized the product. We introduced a new section about the company, it was being tested.
And now I will show statistics after the launch of the content plan by the end of the third week of the month. p.s. I do not show statistics on subscribers, it is pointless, we clean the account from bots by hand. You go into subscriptions and selectively unsubscribe people from yourself and from them. Whether it is a myth or not among Instagram, I do not know, but it is recommended not more than 50 subscriptions per day to do. Otherwise it is possible to catch "suspicious activity" on your account.
In 4 weeks we got these results, which is positive on the overall trend.
After a while, statistics show us, the popular rubric has become the reputation rubric. People are interested in Expertise style advice, which to us still shows us the preservation of published posts, they are few, but they are there. The ER of the account is rising (up to 15.2%), which means we are in the right direction. We continue to further test rubrics and work on existing topics.
Freshened up the account, raised engagement and packaged it for targeting work. Next I'll be working out the steps on how to raise engagement on the account through storis.
P.s. Before starting work I read cases and articles on promotion of foreign projects, found interesting articles with unpredictable results in promotion. One of them got to me, as I realized and confirmed the customer that some of the tested chips do not work correctly.