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Who are we?

„We are Fairy Tailors. We sew brands‘ stories that arouse interest, evoke emotions, and

become an unique experience. All of that on social media which we just love.”

What can we do?

Light bulb moments

How do we think?

What?

What do we follow?

values

What did we accomplish?

Keep on browsing!

Strategy / Communication

AladinE is a French premium brand producing creative products for kids and adults, which are characterized by high quality and high added value.

Our goal was to define a brand‘s communication strategy on social media

in accordance to the brand archetype, key atributes, and product portfolio. The main topic of the brand‘s communication is modern education; education

of parents who "enjoy being parents"; collaboration with experts at the field of special education; support and motivation for everyone who wants to create and inspire others.

Almost 50% of customers who made a purchase at the e-shop (direct or assisted

conversion) pursuant to Facebook communication were new customers. In just 2 months of our work Facebook became the third most powerful tool that had been generating more than 20% of e-shop turnover in a given period of time.

Within 3 months of collaboration we increased conversions by more than 200%. *) We did not use any kind of paid advertising during the campaign (Facebook Ads).

Results

Brief

ROI

318 % after 2 months from the beginning of the FB campaign.

414 % after 3 months from the beginning of the FB campaign.

Idea

Strategy

Strategy

Archetype

Ruler

Creator

Innocent

Sage

Explorer

Hero Sage

Jester

Outlaw

Everyman

Lover

Caregiver

Change Order

Social

Ego

Creator „If you can imagine it, you can also do it.” To create something of enduring value. To materialize a personal vision. Dreams, fantasies, flashes of inspiration. 1) Creativity and resourcefulness in imitation. 2) Fulfilling a personal vision. 3) Creating works that affect others, culture, and society.

Strategy

Archetype

Motto

Core desire

Challenge

Stages

Call

Strategy

The Creator is inherently unconventional, does not try to fit in, but to express himself. The Creator moves wherever creative projects are born. The Creator brings innovations - new products, production processes, new approaches to marketing. The Creator is usually not tolerant of sloppy mass production and a lack of creativity and quality. The Creator uses things not to impress, but to express himself. The Creator in each of us is also attracted by other people's artwork. It can be not just a picture in a gallery, but also a well-designed product. The Creator - as an artist - paints a picture that reflects his soul. The Creator - as an entrepreneur - does business in his own way and often has no idea how to do it. The Creator - as an innovator at any field - is turning his back on the traditional concept and uses his unique ability to see the world differently.

Character

Communication

Communication

Communication

Communication

Communication

Communication

Communication

Communication

Communication

Strategy

1. Activate an existing fan base and turn over the guest ratio from

70:30 (current vs. new) to 30:70 (current vs. new).

2. Create a communication language that differs from a competition.

3. Event management (connect on-line and off-line events). Promote events and make sure there‘s a lot of people there.

1. We based the coffeehouse communication concept

on the character of Charles The Coffeeman who has a genuinely unique and inimitable style of communication and personality.

2. We created a concept of events, that, thanks to FB communication and newsletters (The Coffeman Gratifier), have been sold out regularly.

Brief

Solution

Communication

Communication

Communication

Communication

Communication

Communication

Strategy 1. Introduce the LEE brand and its products to younger target group

(18 - 35 years).

2. Bring customers to LEE Original Stores and other LEE shops.

3. Promote a new collection, offline campaigns and LEE presentation at Prague design and fashion week Designblok.

1. Demographics of all Facebook users and visitors corresponded

with the desired aim to attract the younger target group (See Pic no. 1).

2. We addressed a total of 893,608 users by our communication on Facebook.

3. More than 75% of users we had been speaking to on behalf of the LEE brand were 18 – 35 years old.

4. Each picture we published on FB profile was viewed by 2,500 users on average.

Brief

Results

Insights

Picture 1: Facebook fans age structure.

Picture 2: Age structure of those Facebook users, who were shown at least one post by LEE FB page.

Communication

Communication

Communication

Newsletter

Strategy

1. Partial content production for selected Facebook profiles of

Nova TV group with following objectives to improve: – Organic reach – Engagement – Total number of Likes – Total number of Comments and Shares

2. Communication "before" / "after" analysis, reporting and

generating recommendations for further improvement.

Brief

Output FAN BASE *)

1. Number of Facebook fans was increased by 3,5 %. 2. The average weekly increase was 1.327 fans.

TOTAL ORGANIC REACH (not-paid) *)

1. Total Reach was increased by 12%. 2. Posts published on the Facebook profile TN.cz during the reporting period

were viewed on average by 183,000 more visitors / week than during the previous period.

ENGAGEMENT and USERS ACTIVITY *)

1. Engagement was increased by 0,4 %. 2. Number of active (engaged) users was increased during the reporting

period by 31,026 users / week on average compared to the previous period.

*) We did not use any kind of paid advertising during the campaign (Facebook Ads) Total Reach = The number of people who viewed any activity of the Page including Page

posts, posts to the Page by other people, Page ads, mentions and check-ins.

People engaged = The unique number of people who liked, commented, shared or clicked the Page posts.

Results

Communication

Communication

Communication

Communication

• Summary statistics and monitored factors on selected Pages for 10/2014.

Analysis

• Content distribution in relation to the number of reactions to the posts.

Analysis

Analysis

1. Reach and Engagement is highest on Thursday between 10AM and 8PM.

2. Posts are most commented 2 hours after being published.

3. Average post lifetime is 9 hours and 45 minutes.

Analysis

1. Link posts are the most common form of content on TN.cz profile.

2. Engagement caused by this type of content (Link posts) is very low.

3. The most efficient way to improve engagement is posting pictures.

4. Communication lacks any video content that would be hosted directly on Facebook.

Analysis

1. Geographical distribution of fans

2. The number of fans‘ reactions to content

Quick overview

Creation of a brand communication strategy on social media in accordance to product portfolio, archetype and key attributes.

Promotion of a customer contest with 22 tablets worth 200.000 CZK as a prize.

1) 19.219 contestants attended our contest. Each of them bought at least one HET paint tin.

We reached over 150.000 Czech Facebook users with Facebook Ads. More than 1.200 of them visited a contest web page after that.

2) We extended the contest on client‘s request and created a photocontest (while using a tailor made Facebook App) with 4 hi-tech smartphones with top cameras as a prize.

3) Our targets during the contest:

– To get user-generated content from contestants (pictures of how they used the paint in the most creative way)

– To obtain new fans thanks to increased activity and engagement of current fans

– To find new brand ambassadors of HET

4) During 7 weeks of the photocontest we reached more than 277.000 Facebook users with Facebook Ads.

– 1.585 of them visited our app

– 13.538 voted for one of 36 competing pictures

5) During 7 months of our communication we bulit a community of 2.299 active fans of HET.

Results

Brief

Insight

1) I‘m painting because I have to (dirty walls, just moved in)

2) I‘m painting because I‘m creative 3) I‘m painting because I have a specific problem (blight, stains) 4) I need a custom paint for my mason (facade paint, plaster, special paint)

To create an interactive page/place for current and new HET customers to

find and share inspiration and knowledge and discuss different

possibilities of using their paints.

Customer segmentation

Challenge

Why

Idea

• To emphasize Creator as HET‘s archetype. • To inspire others. Painting is not just a job that must be done. It can be

fun and an opportunity to beautify your house/flat. • To get user-generated content that we would not be able to create

ourselves. • To engage people, call them to action and get new fans, customers and

brand ambassadors, who will promote HET.

• A common contestant is not someone who just puts white paint on his

walls, but a creative person that combines different shades and makes sure that paint works with furniture. It‘s someone who wants to share his work and maybe show off a little.

For whom

Strategy

Archetype

Ruler

Creator

Innocent

Sage

Explorer

Hero Sage

Jester

Outlaw

Everyman

Lover

Caregiver

Change Order

Social

Ego

Creator „If you can imagine it, you can also do it.” To create something of enduring value. To materialize a personal vision. Dreams, fantasies, flashes of inspiration. 1) Creativity and resourcefulness in imitation. 2) Fulfilling a personal vision. 3) Creating works that affect others, culture, and society.

Strategy

Archetype

Motto

Core desire

Challenge

Stages

Call

Strategy

The Creator is inherently unconventional, does not try to fit in, but to express himself. The Creator moves wherever creative projects are born. The Creator brings innovations - new products, production processes, new approaches to marketing. The Creator is usually not tolerant of sloppy mass production and a lack of creativity and quality. The Creator uses things not to impress, but to express himself. The Creator in each of us is also attracted by other people's artwork. It can be not just a picture in a gallery, but also a well-designed product. The Creator - as an artist - paints a picture that reflects his soul. The Creator - as an entrepreneur - does business in his own way and often has no idea how to do it. The Creator - as an innovator at any field - is turning his back on the traditional concept and uses his unique ability to see the world differently.

Character

Communication

Photo-contest

Facebook Ads CONSUMER COMPETITION SUPPORT

*) DESKTOP Ads reached 2,8% CTR.

Facebook Ads PHOTO CONTEST - A/B TEST

Facebook Ads PHOTO CONTEST - A/B TEST

*) DESKTOP Ads reached 6,9% CTR.

*) MOBILE Ads reached 10,6% CTR.

Facebook Ads PHOTO CONTEST - A/B TEST

*) DESKTOP RETARGETING Ads reached 25% CTR.

Facebook Ads PHOTO CONTEST - A/B TEST

Competition photo BRAND AMBASSADORS

Competition photo BRAND AMBASSADORS

Competition photo BRAND AMBASSADORS

Competition photo BRAND AMBASSADORS

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