Case study: Social Media Strategy and Management for CHIO
Alex Caliu
Client: Intersnack Romania
Chio is a European Snack Brand owned by Intersnack Group. Chio has been present in the European market for over 15 years, and its main competitor is Lay's, both brands holding incredibly significant shares in the Romanian market.
Objective: Increase the share of voice in the Snacks Category, on the Romanian market.
Strategy
Developed and implemented a comprehensive social media strategy, which included User Generated Content campaigns, Influencer Marketing, and Social Activations at music festivals like Neversea and UNTOLD. The strategy aimed to create a buzz around the brand and increase its visibility among the target audience.
Took over the Chio brand and its social media presence in the Romanian and Moldovan markets in 2018, and I managed to build a more consistent and efficient online communication than the direct competitor and other local or regional competitors in less than a year.
Content Strategy
Changed from their product centric strategy to well-targeted User Generated Content campaigns, Influencer Marketing, Giveaways and Social Activations.
Started with creating content that didn't revolve around the product, but the experience and the brand's universe. Since this moment, we started to establish a more authentic engagement with the brand's audiences.
Then we started participating in the filming of CHIO's TV commercials and extracting content from the filming and turning it into content for Facebook and Instagram.
Social Activations
UNTOLD - #HumansOfIntenseFun Campaign
UNTOLD is one of the biggest electronic music festivals in Europe, competing year by year with Tomorrowland. We went to UNTOLD with CHIO and the House of Intense Fun. We built a wooden house with our DJ playing intense rhythms of electronic music together with a ramp you can jump from and offer our fans a very intense experience full of adrenaline and fun.
Together with a copywriter, we started the #HumansOfIntenseFun campaign, where we were on the ground, at the House of Intense Fun, talking with the brand's fans and making their personal stories known on our Facebook and Instagram pages. This posting category was well welcomed by our fans.
Before and after that, we started collaborating with influencers from the cooking category. This way, we started cross-posting with Chef Foa, one of the well-known figures on the Romanian Market.
Results
The social media strategy was a resounding success, with the share of voice in the Snacks Category increasing from 11% in August 2018 to 35.1% in May 2019. The User Generated Content campaigns generated a lot of engagement and helped create a loyal fan base for the brand. The Influencer Marketing campaigns helped reach a wider audience and increased brand awareness. The Social Activations at music festivals helped create a unique brand experience for the audience and helped establish Chio as a fun and exciting brand, both in online and offline.
Conclusion: The social media strategy developed and implemented was instrumental in achieving the objective of increasing the share of voice in the Snacks Category, on the Romanian market. The User Generated Content campaigns, Influencer Marketing, and Social Activations at music festivals helped create a buzz around the brand and increased its visibility among the target audience.
2018
