Money Roses is the largest chain of flower salons in Eastern Siberia, which contains 21 salons.
The brand is a premium flower salon and has direct deliveries from the Netherlands and Ecuador. The chain has its own three-stage system for determining the quality of flowers. The client monitors not only the quality of goods, but also the qualification of florists – they get certified 4 times a year.
- Through the use of SMM make «Money Roses» brand is the leader in the mid-price segment in the host city
- Develop and implement an SMM strategy for an Instagram profile, introduce users
to the company, and convey the benefits to them
- Increase brand awareness in the mid-price segment, form a brand association
with quality, good service and style among the target audience
- Increase the number of sales
1. Auditing and audience segmentation
We conducted an audit of the client’s Instagram account and website, made a list of recommendations and developed a promotion strategy. We examined the target audience, segmented it by age, gender, interests, needed to launch targeted advertising and create an SMM strategy. As a result, we got 8 portraits of men and women, on which we then target advertising.
2. Visual design of the profile
We prepared the text for the bio, made highlights with the addresses of salons, reviews
and options for flower compositions of different thematic, and developed a grid with photos. We specified a technical specification for the photographer from the client’s side. We used photos of bouquets and invited real buyers and subscribers to TFP photo sessions through the Stories.
3. Strategy for maintaining a profile
We divided publications in the feed and activities for Stories by type of content into informational, involving, selling, image-building and situational, for conducting subscribers through all stages of the purchase funnel. For example: events in salons, interesting facts about flowers, contests and giveaways, selections of bouquets by price categories
or on-trend flowers for a certain event.
We remind people with daily publications that it is important to give flowers to each other no matter the occasion. We also started testing Reels, since, judging by the statistics, after the implementation of this format by the platform, people began to view Reels much more often than posts, Stories and usual videos in the profile.
4. Launch targeted advertising
Before the launch, we developed a mindmap, where we spelled out details of the segments of the target audience and the concepts of creatives. Ads was launched in various formats: Stories, regular promo posts, carousels and image-building posts from the feed. The creatives used photos, layouts, videos and animation. The purpose of the advertising campaign was to get clicks on the link to Instagram profile.
5. Collaborations and giveaways
We made collaborations and conducted giveaways with brands and bloggers with similar target audience. 1-2 times a month we conduct bouquet giveaways to attract new subscribers, increase loyalty and activity in the profile. For example, we have already had collaboration with the restaurant «Mirage «and the cosmetics brand «Tony Moly».
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