YORK is Europe's leading manufacturer of household products. It offers a wide range of cleaning products that stand out for their high quality and variety of form, design and color.
York.
The pure side of life
social media
Client: York
Tasks
- Creating a communication strategy on Facebook
- Increasing brand awareness as an expert in the household industr
- Increasing the number of interactions
- Increasing the range of brand communication in the target group of women aged 25-54
Tasks
- Creating a communication strategy on Facebook
- Increasing brand awareness as an expert in the household industr
- Increasing the number of interactions
- Increasing the range of brand communication in the target group of women aged 25-54
Meet Mrs. York.
What should be the communication of a brand whose name is irresistible? First of all, it should be sharp. Competition in the household sector is tough, that's why we carefully analyzed their profiles and got down to work. Our goal was to create communication that would strongly distinguish the brand from the other players. We focused on storytelling and a natural brand hero – the (not-so-) perfect Mrs. York.
The heroine of the narrative refers directly to the philosophy of the brand. She does not strive for perfection and values effective solutions. Cleaning is not her passion - she likes to make her life easier, and spends the time she saved on pleasures or with her family.
Mrs. York has a sense of humor, a distance to life
and... a home full of people.
She likes to surround herself with nice things, so when it comes to cleaning accessories, she chooses the products that will surprise her not only with their effectiveness, but also with their original design.
We engage our fans in dialogue
All the fans of the brand are encouraged to create content together with us. One example of such activity involves an engagement post which we have conducted by using a bot.
After entering the password, which was visible on the graphic, in the comment section of the post, the users received an automatically generated, personalized message.
The number of responses has gone beyond our expectations! As announced, the most interesting tricks were published on the brand’s wall, and their authors were rewarded with a selection of products and were tagged in the post.
Cleaning is a manly thing!
To celebrate International Women's Day we visited profiles of well-known brands and our competition. Although the division of household chores should be in place every day, we wanted to remind everyone of it because of this special date. Did the brands we wrote to stand up to the challenge? Decide for yourself!
Results?
68
%increase
in content sharing
40
%increase
in the number of comments
32
%increase
in engagement
50
%increase in reach
in the target group
of the brand
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