Gardie storage systems

Full-service

Client

LLC "PARUS and K" is the first Russian manufacturer of universal storage systems and dressing rooms designed for easy, fast and efficient organization of living space.

Goal

Conduct market research and develop a brand communication strategy in all marketing channels to increase sales.

- Audited all traffic channels: website, contextual advertising;
- Conducted competitor analysis;
- Developed brand communication strategy;
- Created brand pages in social networks;
- Based on the communication strategy, we developed a content strategy;
- On a regular basis, we shoot the company's products with customers of storage systems;
- Developed a new performance marketing strategy: contextual advertising, targeted advertising, remarketing.

Work done

When the client contacted us, he worked under the Parus and K brand, which already had a certain reputation in the market. But since the company wanted to completely update the image, it was decided to carry out a complete rebranding. Then the brand "Gardie" appeared, in which all marketing was built by us together with the client from scratch.

We started with an analysis of existing traffic channels and a competitive analysis of the client area, identified the main domestic players, found visual references that fully satisfy the needs of the modern consumer.

Beginning

After collecting and analyzing all the data, we began to develop a brand communication strategy. Together with the client, we identified the strengths and formulated the positioning of the new brand.

We segmented the audience, and adjusted communication for each group. At the same time, a single Tone of Voice was selected.

We offered the client three platforms: Instagram, VKontakte and Youtube.

Strategy

In Instagram, we focused on visual content and building communication with the target audience. The most important point in building trust among potential customers was the "our projects" topic, in which we shared photos and stories of storage systems implemented by Gardie customers.

In addition, we advised customers on products, used different mechanics to find out which products people like more, which colors are more preferable, and told people about various storage life hacks, and increased awareness of the new brand.

And of course we led people to the landing page to apply for a free design project.

SMM

In VK focused more on an older audience, but the task remained the same: online consultation of people on products, identification of additional customer needs and leading people to the landing pages of the company.

The Youtube platform has become an ideal place for all videos with realised projects. We were able to integrate them into the company's website and also linked them to the VK page. In addition, we added tags to the videos so that they are well indexed by search engines.

Prior to working with us, the client had only product photos for the site and marketplaces. Therefore, we were faced with the task of creating a large amount of both advertising content and additional product photos, which were not enough for high-quality placement of goods on the web-site.

Content creation has been divided into several key aspects:
Photo content
- product photography for the site, catalogs, marketplaces, etc.;
- photos of installed storage systems for the company's clients.

Content

Before starting to work with us, the client used contextual advertising in Yandex Direct. This allowed us
to analyze the formats that were used earlier and identify the most effective of them. Then we continued to experiment with all the tools that the Yandex platform provides.

In addition, we put a lot of emphasis on targeted advertising on Instagram and VK.

Advertisment

As requested by the client, we took part in the creation of a new company website and acted as a consultant.

We analyzed the user experience on the old site, collected visual references with a modern design, developed a new customer journey on the site, thanks to which we managed to significantly simplify the ordering process.

Site update

As a result of the work done, together with the client, we managed to bring a new brand to the market, created a positive perception of the brand, developed a communication strategy from scratch and increased the company's revenue.

Results

Video content
- promotional videos;
- video with realized projects;
- video instructions for product installation.

Since 2019

PE Beloglazov M.V.

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