04 / VELUX

LOKALIZIRANA STRATEGIJA VIDEO SADRŽAJA I DRUŠTVENIH MREŽA ZA VELUX

Žena otvara krovni prozor u svijetloj potkrovnoj prostoriji

PREGLED PROJEKTA

STRUČNO ZNANJE PRETOČENO U PRAKTIČNE VIDEO SADRŽAJE

VELUX je globalno prepoznat brend krovnih prozora i rješenja za dnevnu svjetlost. Na lokalnim tržištima globalni marketinški sadržaj ne odgovara uvijek na praktična pitanja niti obuhvaća okolnosti i čimbenike povjerenja koji utječu na odluke kupaca.

Za hrvatsko tržište razvili smo lokaliziranu video strategiju i strategiju društvenih mreža. Česta pitanja o proizvodima VELUX pretvorili smo u jasan, koristan i zanimljiv edukativni sadržaj za vlasnike domova, osobe koje planiraju renoviranje i arhitekte.

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Izazov

Odabir krovnih prozora i planiranje renoviranja doma često otvaraju tehnička pitanja na koja klasična komunikacija proizvoda teško daje sve odgovore. Brendu VELUX bio je potreban pristupačniji način pružanja praktičnih savjeta, uz očuvanje stručnosti i vjerodostojnosti brenda.

Izazov je bio znanje o proizvodima i česta pitanja pretvoriti u sadržaj relevantan lokalnoj publici te korisnim i razumljivim informacijama graditi povjerenje.

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Pristup / Rješenje

Strategiju sadržaja temeljili smo na lokaliziranim edukativnim video pričama. Česta pitanja o proizvodima VELUX i renoviranju postala su polazište za praktične video sadržaje, uz razvoj kreativnog koncepta, oblikovanje priče, produkciju, montažu i postprodukciju.

Sadržaj smo planirali posebno za društvene mreže, s Facebookom kao glavnom platformom za distribuciju. Upravljanje društvenim mrežama i komunikacija sa zajednicom proširili su ulogu videa izvan samog dosega te stvorili kontinuiran kanal za korisnu komunikaciju brenda i angažman publike.

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USLUGE

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Rezultati

Lokalizirana video strategija povećala je angažman publike sa sadržajem brenda VELUX na Facebooku. Pregledi videa porasli su za 48.6%, interakcije sa sadržajem za 18.3%, a pregledi u trajanju od tri sekunde za 337%, što pokazuje snažniji odaziv publike na lokalizirani edukativni sadržaj.

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REZULTATI PROJEKTA

48.6%

RAST PREGLEDA

18.3%

VIŠE INTERAKCIJA SA SADRŽAJEM

337%

RAST PREGLEDA VIDEA OD NAJMANJE 3 SEKUNDE

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VIZUALI

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