Campanie
General Information:
Strategic approach:
| Strategic approach: |
Glovo is a multi-category platform that offers access to a wide variety of products and services, the preferred delivery app of Romanians and a market leader in its category, with over 24% growth in searches during 2022 (over 1 million searches) according to Economedia.ro. WHEN YOU ARE A BIG PLAYER, YOU ARE ALSO EXPOSED TO SOCIAL MEDIA CRITICISM. When you service millions of consumers, you cannot be perfect, a fact that has been day-to-day reflected on the brand's social media channels, with a high volume of recurring negative comments. Either we’re talking about mistaken orders, delays, missing products or in-app issues, Glovo’s online communities had a habit of using the comments section and social networks direct messages solely as a way to contact the customer support team and address their complaints. Therefore, during April 2022 - July 2023, 11% of the overall comments registered on brand’s pages were negative. The brand's social media content lacked dynamism, using the same recurring visual and caption template for communication topics, which resulted in a lack of positive interaction from end users. As a result, the majority of users’ comments were negative, correlated with the operational flow within the app. OUR Challenge was to TRANSFORM OUR SOCIAL MEDIA ASSETS FROM A COMPLAINTS CENTER INTO A REAL BRAND EXPERIENTIAL CONTEXT. Thus, our MAIN OBJECTIVES were: 1. Transforming the brand into a beloved brand and reducing the volume of negative comments. 2. Maximizing engagement on brand pages and improving results through constant content optimization based on real-time monitoring. To drive consideration for the brand, increase relevance, generate positive interactions and change consumers perception, we ran a thorough research on the types of brand content that regularly generate positive engagement (e.g. mouthwatering and consumer-related content, memes, and trends) and updated communication pillars to align with social media consumption trends. Since the negative reactions were a day-to-day issue for the brand on social channels, instead of implementing seasonal campaigns to redirect the focus, we took the challenge to be relevant every day and crafted a tailored always-on content strategy meant to provide users a relatable experience, based on specific consumption moments, sprinkled with creative activations that enabled the consumers choices and empowered them. |
Execution:
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