The company has several target audiences: clients, job seekers, and subcontractors. We allocated different audiences to various social media platforms in our SMM strategy.
- Facebook — for clients.
- VKontakte — for job seekers.
- Instagram — for subcontractors and partially for job seekers.
This applies to everything: visual presentation, color scheme, tone of voice, and text. Even such details as people’s poses in photos and facial expressions matter.
We designed the VKontakte community header.
We made full use of the platform’s features, such as widgets, in the design.
We decided to train PROVIKON Group employees in the basics of SMM to establish a collaborative workflow between the in-house team and the agency. We quickly found a person on the client’s team who was interested in the idea of working together: it turned out to be a junior internet marketer. She was joined by the operational director — both out of personal interest and to be able to communicate with us in the same language.
The client’s side is well-versed in the real estate and construction industry and has a great understanding of the company’s specifics. Combined with their interest in social media promotion and content creation, this takes the work to a completely new level.
This immediately impacted the quality of social media management: the texts became more expert, and the visuals — more emotional and accessible to the target audience.
The situation where there is a lack of content for new posts or stories is now impossible: the specialist can create new photos and videos without leaving their workspace. Moreover, this content will comply with the rules outlined in the SMM strategy.
The project won a silver medal at the Tagline Awards 2022 in the category ’Best HR Campaign in Social Media’.