LotOk
Our Task
- Developing a streamlined positioning for the brand
- Communicating the chain’s benefits to the audience
- Increasing awareness for the chain’s brand
- Building an association “LotOk is a chain of grocery mini-markets near home”.
- Increase audience trust in the chain
Realization
- Conducted initial audience analysis for the category and the chain
- Identified main barriers to choosing the chain as a shopping destination
- Identified core audience segment for initial communication
- Identified key communication touchpoints for the audience
- Identified the chain’s key benefits as a basis for communication
- Developed promotion ecosystem for the brand
- Developed media and communication strategy for promotion
- Developed creative concept and brand positioning
- Developed social media strategy for the brand
- Picked relevant communication tools
- Calculated optimal media plan for communication
- Conducted image-building campaigns
- Conducted promotional campaigns
- Held weekly analysis of campaign progress and audience response to creative messages
Result
- Ensured 3+ frequency in weekly contacts with the audience
- Increased in-store traffic
- Increased the number of online orders
- The number of potential customers who would not shop in the chain’s outlets decreased 5%.
+7%
visitor numbers
+10%
loyalty increased
- 5%
not a loyal customers