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Promotion of food products of "Zlucky" brand”

Low-budget smm - myth or reality?

About the project

Zlucky is a producer of whole-grain snacks in Belarus. The company uses only 100% natural ingredients, without salt, sugar and preservatives. It is suitable for customers with gluten intolerance.

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Project goals

To increase the number of followers, reach and engagement of an Instagram account, but without a promotion budget.

We became interested in this challenge, so we proposed to test a hypothesis - change the profile design and use #Hashtags and Reels to attract new audience.

Our plan

1. Redesign the profile 2. Resume regular profile maintenance 3. Prepare the profile for advertising to increase the number of sales.

What happened before?

The client had no Instagram strategy, didn't know how to attract new audiences and engage with existing ones. Content publishing was sporadic.

Although Zlucky's account had useful posts, its design needed an update. It used different fonts and some were hard to read. Profile packaging issues can ruin a brand's impression, even if the content itself is interesting.

Starting point

309person
profile reach
3subscribers
account engagement
110visits
Instagram pages

Profile repackaging that attracts users, what is it like?

Before repackaging the profile, we analyzed the target audience.
At Zlucky, they are people who follow proper nutrition, athletes who are looking for a substitute for sweets and snacks with high sugar content.

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Based on the interests of the audience, we completely revamped the profile . We added recipes to share delicious ideas, information on where to buy products and more about the company. And to make interaction with the account more interactive, we used questionnaires and mini-quizzes in the stories. As a result, they created a profile that attracts attention, motivates people to interact with it and buy the brand's products in-store.

Profile description update

The profile header consisted of motivational but non-unique phrases: "Health Champion", "Charge for Good Luck". Our goal is to create a desire to buy the product, so we replaced the information with more favorable for the company. We tried to describe the brand in such a way that the consumer would come to the conclusion that the products are good for health.

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Changing the profile page

We changed the ribbon concept to put more emphasis on the products the company offers and the design was an extension of the product packaging.

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We created anchored Stories to the feed to match the new profile concept and the latest social media trends.

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Changing the layout of Stories

The team developed a plan on how to interact with the audience to maximize their engagement and interest in buying products. They also created design layouts for Stories in the company's corporate style.

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Account promotion

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At the beginning of the case study, we mentioned that we decided to use only free methods for promotion. What kind of methods?

Even if you didn't ask this question, we'll still answer:#Hashtags and Reels.

With just one post, we reached 1,005 people who are not subscribed to the profile. And with Instagram posts being promoted like reels in 2023, the number of views is only going to increase.

Reels

For Reels, we filmed the production process, the products themselves and used graphics to create effects of the packaging moving in the frame. As a result, the number of views increased 3.6 times.

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Results for 2 months

  • 1Account reach increased 12.45 times from 309 to 3,847
  • 2Increased audience engagement 14 times
  • 3Profile visits increased by 137%
  • 4Increased the number of Reels views by 4.2 times
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The audience began to communicate more actively in Direct, regularly asking questions, such as where to buy products or whether they were suitable for children. Subscribers responded to recipes, shared cooking results in their accounts and tagged the brand.

What's the appeal of the results?

We used only free methods of attracting new audience. This proves that experienced cmms can promote a business even without investing in advertising.

Conclusions

The basis of successful low-budget promotion is an experienced SMM team and testing different creative formats. It is best to use post design, video addition, and storytelling together.

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If you want to attract more customers through Instagram, fill out the form below and our experts will develop a customized plan for your social media success.

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