Seen
Successful Consumer Interaction
Research has shown that consumers typically seek information about products on social media when they perceive utilitarian and/or hedonic value. Such information, obtained through social media, influences consumer preferences, shopping behavior, and decisions. In today's digital world, it is crucial for brands to remain visible and relevant on social media, where much of the interaction with consumers takes place. Supernova, the largest chain of shopping centers in Slovenia, faced two challenges: how to communicate as effectively as possible with multiple target groups simultaneously, and how to combine the diversity of events and offers at various locations.
| Client |
Supernova
|
| Service |
Social media
SMART marketing
|
| Team |
Lara Burkat Vončina
Amelija Umek
Darja Štukelj Rus
Valerija Oblak
|
| Year | 2024 |
Building a Fresher, Less Conservative Image
The main goal of managing social media for Supernova is to communicate the brand's personality through diverse and authentic content. This responsibility lies with the actors who regularly appear in posts and are recognized by followers as brand ambassadors. They are supported by carefully selected influencers (both larger and smaller), which helps us further target specific groups. We conduct monthly boost campaigns tailored to current events in the centers, allowing us to target specific groups. On TikTok, the focus is on fun content to engage a younger audience, while Facebook mainly serves for informative posts about events and discounts, covering a broader audience. On Instagram, we focus exclusively on the primary target group.
Video Content Production
The trend on all social media platforms is video content. The social media management project for Supernova stands out due to our in-house content production, allowing for authentic and user-friendly communication. Profiles are based on real people and UGC content, strengthening the connection with followers. Being agile, we quickly adapt to new trends and platform features, and by using the biggest Slovenian influencers, we further increase reach.
Results
Our efforts in managing social media for Supernova are yielding exceptional results. In less than five months, we gained over 7,000 new followers on TikTok and Instagram. Profile reach increased by 8%, while engagement on posts improved by 6%.
