Crunchy
Social media.
Social media
Miva Nitra
Client Introduction
Traditional Slovak Chrumky are a great snack product that has been produced in the Nitra region by MIVA since 1974. It is well-established on the Slovak market, the brand is widespread among everyone who has spent at least one Christmas, Easter or just a classic family celebration here in the last 50 years. We all grew up with Chrumky (crisps) and we love them precisely because they are what they are.
“Find a way to authenticity on social networks,”
was the client’s assignment.
The need to strengthen the bond between dedicated fans of Chrumky and the brand itself was triggered by the fact that Chrumky, with their enormous popularity, were the target of people who created fan pages with the company’s name and abused its good name.
Objectives
The main goal of the campaign was to bring real Chrumky fans back to the real Chrumky fanpage. We needed to get them back home from fanpages that presented themselves as the client’s brand but did not share its values. Their long-time, loyal supporters were confused and disoriented in a lot of unverified information and content. Our task was to build awareness of the brand correctly and increase the number of fans of the official page.
Strategy
We connect families and keyboards – that was our mission. At the beginning of the cooperation, we faced a very confusing image of the brand online. The community was scattered on social media. We bet everything on one card – building the credibility and reliability of the iconic Slovak brand on social media. We applied the strategy based on interactions with the audience to Facebook and Instagram.
Ideamaking
If you want to have a successful and trustworthy brand, engage your fans in communication. Every post we create for Chrumky is created with the intention of engaging the audience and inviting them to interact. We published videos, images, interactive quizzes and competitions and kept the audience active.
Building a strong bond with customers is extremely important for a brand like Chrumky. They have been on the market for 50 years and bring with them an indispensable dose of family nostalgia. Communication with Chrumky fans cannot be underestimated and since Chrumky is synonymous with family for them – we communicate with fans as with our family members.
Results
Our strategy led to real and measurable results.
Over
20 000
people visited the
Facebook page
Over
30 000
post
interactions
Over
7 000
minutes
of video viewing
Client testimonial
,,We cannot praise the cooperation with ptagroup enough. From the initial presentation of the strategy, through communication, to individual creatives across networks. I especially appreciate how they are always willing to explain various professional terminology to us in a way that is easy to understand and at the same time we are constantly learning.”
D. Kučová
Marketing Director