New Year's publications about plastic Tonya Kutovaya
Task
Our main objective was to upsurge the amount of engagement with our client's content in all social media channels. Other goals of campaign included: promotion of the ideas of the SIBUR brand as an employer and preserving the policy of the company through social media, supporting SIBUR's position as a technological leader and an expert in Industry 4.0 and to provide a correct contemporary vision of the company's main product - plastic
Ideas and solutions
Our client - one of the biggest petrochemical companies in Russia, SIBUR. Only through careful investigation we could fully engage with the material and create a powerful campaign. We had learnt about every aspect of the Client’s products, their raw material and synthesis of various chemicals, about their business process, ecological and social projects and even about their facilities without exception. As a result of project initiation stage we highlighted risks and zones of predicament in the project, which had been controlled with greater level of precision. We approached the challenge from various angles. Firstly, we prepared a content strategy and editorial policy. We based them on the contentions of SIBUR and on CJM and EJM models. As a result of interviewing SIBUR’s employees responsible for client experience we created the complete CJM for social media, which complemented all contact points of SIBUR’s clients. Regarding factors mentioned above and contemporary news , we shaped the plan for the week. We integrated the first-person publishing (for the employees of SIBUR), interactive questionnaires and tests, UGC and challenges. Community management was partly automated by routing all the channels of contact with the user to Chotam. All incoming questions and requests were satisfied by our moderators. To preserve the overall tonality and facticity we referred to Q&A matrix and operational communication with our client online. To summarize outcomes of the project, the average ER increased twofold in comparison with the matching period from last year. We also observe a stable monthly audience growth of the client’s societies from 2000 to 3000. The monthly exposure progressed to 1000000 contacts in targeted segments of our audience. We introduced the system of contact points with the client. SIBUR has become one of the top pages by engagement coefficients within the industrial companies in social media in opinion of analytical service JagaJam
