Social Media Marketing for Kolesa Darom
Industry
Tyre Retail
Service
Social Media Marketing
Timeline
2022 – 2023
Summary
Kolesa Darom is the largest tyre retailer in Russia with more than 150 centres across the country. In addition to the physical shopping experience, the company has built a multichannel presence online, leveraging the power of SEO, paid advertising, influencers, context ads and social media marketing.
Goal
Our goal was to increase the ER of the brand's social media accounts and grow the number of the purchases made via social media.
Challenges
The brand faced a problem: users didn't understand the content the brand was publishing and weren't engaging. Too complicated for simple drivers. Content that was too strange led to zero engagement and, as a result, fewer sales via social media.
Strategy
I found a solution to change the style of the images and the content in general. To increase engagement, the content has now been focused rather on memes, helpful posts and polls than on abstract images and meaningless videos.
Activities
- Social media strategy development
- Content development for social media
- Briefs for designers & copywriters
- Collaboration with influencers
- Giveaways
- Partnerships with distributors
Results
The new approach helped the tyre retailer's brand build a strong connection with its users and customers by making them laugh, thereby making them emotional and engaged. All these activities together have led to a threefold increase in visits to the social media accounts and thus a gradual increase in sales via social media.
