In this weeks assignment at the Ad&Pr lab we were asked to select any brand in the Greek market and create a social media strategy for that brand. Our team after a lot of consideration and brainstorming ideas, decided to create a social media strategy for Wolt Greece.
First and foremost, Wolt is a technology company known for their local commerce platform that was created in 2014 in Helsinki, Finland and then expanded into Greece in 2019. The company’s mission is to ‘make cities better places for customers, merchants and couriers alike’ and the platform makes it easier for costumers to order whatever they are in need of.
There is however quite an important amount of competitors in the market. Specifically e-food, box food and delivery.gr are some of the most powerful competitors. In order to see what Wolt needed to do differently, we observed how the competitors behave in the social media industry. E Food has the most followers in all social media platforms, providing almost daily new content to its platforms. Efood uploads Gen-Z friendly content, memes and approachable posts.Box Delivery comes second when it comes to popularity of social media. Attracting a committed audience that is directly connected with What’s Up users as well as offering them discounts and promoting its publicity through many giveaways, and lastly Delivery.gr is the least popular application, uploading only simple and limited content, promoting only its services.
The goal of this social media plan is to Increase our brand awareness about our services, to build a committed community around our business, to Increase influencer mentions and Boost our brand engagement. Furthermore, not a lot of costumers are aware of the many services that Wolt provides since not only does it work with restaurants and cafeterias but also super markets, pharmacies and more. It is also part of our goals that after this campaign there will be an increased of usage of these services that Wolt provides.
Moving on to our target group, we are aiming for people aged 18–30 that have a low budget and are in the look out for discounts. They are university students or young adult workers and are usually busy to cook for every meal.
How would we reach these users? First of all we would introduce our brand to Tik Tok were we would upload a variety of content like (mukbangs, food reviews) and trends (asmr, contests). Then on instagram were our user spends quite a bit of time during his busy day, we would have more giveaways and collaborations with his favorite influencers (both for discounts and giveaways) and there would also be content about the variety of services we can provide to our audience other than food delivery (supermarkets/ flower shops, pharmacies etc.). While as Facebook would be used mainly for advertising and informative content. Our strategic content framework consists of education, engagement, inspiration and convincing and our content will be adjusted depending on our target group in each social media channel.
We hope that this will be a fruitful campaign and its success will be based upon four aspects:
•a 20% increase in followers on Instagram.
•Increased interactions (giveaways, Q&A’s, trends).
•A more frequent use of all the services we provide (brand awareness).
- Maintain our customers and aim for a 30% increase in application installations.
The social media platform strategy and content.
- Facebook.
Tone of voice: Formal, respectful, friendly, matter-of-fact.
Role: Mostly informative.
Primary Audience: Elder ages of target group.
Secondary Audience: People out of our target group who spend time on Facebook regularly.
Posting Frequency: Twice a week.
Formats: Carousel, Single Video&Image, Slideshow, Collection.
Ideas: Videos about the right use of our application, Reminding our customers our environmental ethics (delivery by bicycles), links with discount codes, promoting images of our products,Memes.
KPI: Gender, Reach by post, Age, Action on Page (Likes/Comments).
2. Instagram
Tone of voice: Enthusiastic, Funny, Casual, Authentic.
Role: Informative, entertaining, engaging audience, inspiring, making our customers feel valued and heard.
Primary Audience: Gen Z, University Students looking for discounts.
Secondary Audience: Users of our applications intrigued to explore all our services.
Posting Frequency: Three times a week for a post. (more frequent activity on Instagram stories).
Formats: Photos& Videos, Stories.
Ideas: Giveaways, Informative content, Aesthetic Posts and Stories, Repost of our audience, reviews, content of our events, Videos with famous celebrities rating our services through live streams, tips about the products our brand provides,Q&A’s,Memes.
KPI: Gender, Age, Interaction with giveaways, Likes/ Comments/, participation in Q&A’s, Followers.
3. Tik Tok
Tone of voice: Funny, friendly, amusing, enthusiastic, casual.
Role: Making our customers
Primary Audience: Gen Z.
Secondary Audience: Advertisers.
Posting Frequency: Twice a week.
Formats: TopView, Brand Takeover, In-feed Ads, Branded Hashtag Challenge, Branded Effect.
Ideas: Videos with trending ideas (mukbangs, contests), videos of famous TikTokers promoting our brand and reviewing products. Funny moments from our working environment, answering to questions of our audience, duets with customers.
KPI: Gender, Age, Likes, Comments, Views, Followers, Interacting to our content, Duets, Hashtags.
Thank you for your time!
Team name: AdvertiZing Academy.
