How to Increase ER by Integrating the Brand into Works of Art and Creativity
To raise engagement rate of the Dilmah branded pages on social media and to raise brand awareness of Dilmah tea in Russia
Background
Dilmah is a trademark of MJF Group, known for its quality in more than 100 countries worldwide
Goal
To raise the engagement rate of the Dilmah-branded pages on social media VKontakte, Facebook, and Instagram, and to raise brand awareness of Dilmah tea in Russia
Solution
In the period of self-isolation, Russians became more interested in art and self-education, and tea consumption rose. We decided to combine these preferences and incorporate them into a new social media content strategy for the Dilmah brand.
We integrated the Dilmah tea brand into works of art and the biographies of famous historical figures. Through educational posts, we introduced users to interesting cultural facts associated with the brand.
The brand's content strategy on social media included educational branded posts on two topics:
Integration of tea into masterpieces of world art, for example, Botticelli's painting "Spring" and the legendary "Mona Lisa" by da Vinci.
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A fantasy about how Dilmah tea could influence the creativity and scientific activity of historical figures, including great scientists and writers.
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Social media users actively liked and commented on the posts. As a result, the new concept demonstrated higher engagement rates across all three social networks compared to standard branded promotional content.
To reach a larger audience, we set up targeted ads on three social media platforms for the most relevant audience segments identified through the analysis of previous advertising campaigns.
Results
As a result, we have reached more than 3,7 million target users during the three months of the brand promotion from December 23, 2020, to March 31, 2021. The brand's pages saw an increase of more than 2,500 followers.
