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Pyaterochka, with the help of the Perfluence platform, supported the launch of the service in new cities using influencers. We will tell you how the system selected bloggers, what hypotheses were tested and which publications turned out to be the most effective.
Pyaterochka began actively scaling up its grocery delivery service in March-April. The delivery area already covered all of Moscow and several districts in Kazan, although just a month earlier only 30 stores in the south of the capital were delivering. Restrictive measures due to the pandemic made the delivery service super popular, and in April Pyaterochka began delivering 12,000 orders every day - 20 times more than in February.
At the initial stage, Pyaterochka Delivery was promoted through wordpress web design agency medium and large bloggers on Instagram* and YouTube. When working with large bloggers, the main problem is that it is impossible to accurately predict the ROI of an advertising campaign. Therefore, when the opportunity to work with microbloggers using the CPA model appeared, we decided to try this format.
The joint task of the network and the platform was to test a new advertising channel, tell the audience about fast and convenient delivery and interest those who had already heard about it in using the service.
How did the work go?
Selection of bloggers. Pyaterochka's communication strategy is based on maintaining four brand values: low prices, leadership in convenience, freshness and quality, and care for the community. Therefore, the main requirement for influencers was related to reflecting these values. For example, bloggers who used obscene language or published negative or provocative content were not suitable. It was also important that bloggers were not associated with competitors and did not participate in their advertising campaigns.
There are 96,000 bloggers registered on the Perfluence platform — this is a large pool, but sometimes even that is not enough. Bloggers are sought out by scouts — managers who attract influencers to work on the project. They use systems to search and select bloggers based on the “similarity” of profiles (the system can find bloggers similar to those who brought conversions). Scouts negotiate with a large number of bloggers, because many want to take part in advertising a famous brand. However, not everyone has this opportunity, many bloggers are rejected when applying for the project, because the quality indicators of the profile may not meet expectations. 578 influencers wanted to participate in the project, but based on the results of the first account check, only 175 people were suitable. In October, 287 bloggers were already working on the project.
When talking about delivery, bloggers added one or more key messages to all advertising posts:
convenience of home delivery of products;
no need to carry heavy bags home;
delivery is a lifesaver if you have a small child on your hands;
you can order groceries for your parents;
saving time;
discounts and special offers.
Not all cities of presence are equally effective. The leaders are Kazan, St. Petersburg and Voronezh. More than half of the bloggers are Muscovites.
Not all influencers have quality accounts where a major brand targeting a wide audience can place ads. When planning an advertising campaign, it is important to test as many hypotheses as possible: otherwise, how would you know that knitting blogs generate so many customers for a grocery delivery service?
Hypotheses and reality. We bet that Pyaterochka advertising would work in discount blogs, recipe accounts, and among "mommies." In general, the hypothesis was confirmed: most orders came from such influencers. However, we tried to make publications with bloggers of various topics and were very surprised when viewing the reports: an impressive number of orders came from knitting blogs. Influencers who write about psychology also turned out to be effective.
Also, as practice has shown, a personal story works well. For example, when a blogger shows a photo of products and then provides information about where he made the order and how much it helped save.
Example of a post from a beauty blogger
Examples of publications from bloggers who talk about all the current discounts
The most effective posts were those that appear simultaneously with stories, as well as regular photos with a minimum amount of information:
We tried different approaches and came to the conclusion that everything depends on the blog’s topic: personal content of the blogger, a living story bring more results for mothers and beauty bloggers.
Another interesting observation is that the second publication is usually the most effective. After the first publication, subscribers learn about the new service, but often pass by or postpone the order for later. The blogger's second publication reminds about delivery and attracts more people to follow the link and make a purchase.
Effect, comments and conclusions. September was the first month of working with Pyaterochka. Perfluence and Pyaterochka tested 26 topics in 9 regions. We invited 175 bloggers to cooperate, 170 of whom worked with us. They published 616 posts and stories and attracted more than 4.8 thousand new clients (who made their first order).
"We are very pleased with the results of our collaboration with the Perfluence team. The service helped us take our work with bloggers to a qualitatively new performance-based level. This format allows us to effectively attract new clients within the target CAC (Customer Acquisition Cost) and actively increase awareness of the Pyaterochka Delivery service through publications from a large number of microbloggers"
Denis Nuzhdin, Head of Marketing Department, Express Delivery
In October, 287 bloggers worked with us, leaving more than 1.3 thousand advertising publications. This attracted almost 12.9 thousand new clients.
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發表於 2024-11-9 18:54:46