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Fluffy SMM for
“Khomka”

Головний герой - хом'як Хомка

“Hi, fluffies!”

This is how Khomka, the best expert in seeds and the mascot of the well-known self-titled brand, would address you.


For the sixth year running, “Khomka” trademark has got an award "The Best Seed of the Year" according to the Ukrainian People Award. The secret of its success is that the brand always offers its customers only high-quality selected seeds. Соняшникове чи гарбузове, звичайне або ж солоне, маленьке, велике, а для лінивих - навіть очищене!


Sunflower or pumpkin ones, ordinary or salty, small, large, and even peeled ones - especially for lazy guys:)

Though nationwide love and consumer loyalty should be always maintained. So marketing on social networks has been chosen as the most effective tool.

Who is he - our
consumer?

We started our work on the project with a thorough study of the target audience, analysis of its socio-demographic features as well as behavior on social networks.

Оксана, 42 роки

Meet Oksana, 42 years old. She is a music teacher at a village school in Poltava region. She has a husband and adores two kids of their own


Between classes, she’s online on FB just to send her friends greeting cards from Viber, find a tasty dish recipe for dinner and take a breath after those naughty boys from 7-A class. In the evenings she likes watching TV series while peeling "Khomka" seeds. This is a special kind of meditation for Oksana.

New
strategy

Our marketing research has shown that the brand audience wants to get useful lifestyle content. But at the same time, people don’t mind being entertained and kept away from routine, at least for a moment.

For the brand we’ve defined the archetype of “boy next door” - simple, sociable and always open to communication.

Communication on social networks was based on storytelling method - 1st person narration - from the hamster Khomka. We turned him into a real blogger with his own unique legend. He lived an active life, did lots of sports, loved watching movies, often cooked tasty treats, traveled a lot and was a true eco-activist.

In addition, we’ve set a specific tone of voice for Khomka: cheerful and friendly, sometimes instructive and a little bit ironic. He speaks the same language with his audience, gently calling it "fluffies" (“pukhnastyky)”.

New
content

Within developed SMM-strategy we’ve divided our content into the following sections:

1. 1000 and 1 transformations of Кhomka

Within this section Homka has turned into Harry Potter, David Bowie, and on World Philosophy Day even to Hryhoriy Skovoroda - a famous Ukrainian philosopher.
We have successfully used situational marketing to increase reach and improve brand awareness. Such posts always caused positive feedback from the followers.

2. Greta Khomka Thunberg

Khomka strongly supported the environment: he taught his audience to sort plastic, told why people shouldn’t use disposable utensils and condemned those who burn leaves in autumn.
Thus, owing to the eco-theme, we’ve managed to manifest the ecological position of the brand and the naturalness of its product.

3. Khomka is a Master Chef!

Khomka’s recipes - is simple but useful content that our followers were always looking forward to. This section comprised those ones that included our product - seeds. And popular seasonal dishes as well, such as “okroshka” in summer.

4. Travel with Khomka!

Having studied our consumers’ behavior, we found that they often take seeds on their trips. So we introduced a section in which our brand character traveled the world and told his audience about the most beautiful places on the planet.
Though after the announcement of global lockdown, the geography of Khomka's trips narrowed to the borders of Ukraine.

5. Shall we play?

In this section we tried to entertain our audience with contests and various interactives: "Find the difference", "Solve the labyrinth", "Solve the puzzle" etc.

Nationwide love:
competition #myKHOMKA

Our followers had the opportunity to take part in the competition and draw Khomka’s portrait. Later with the help of a randomizer, we selected 10 winners who received gifts from the brand. In return, their drawings decorated the avatar of the brand account on Facebook for a month.


As a result, with a minimum budget for promo and creative mechanics, 76 participants, took part in the competition, and the post itslef received more than 1000 likes and about 150 comments!

Fluffy
Community Management

We’ve created clear page moderation rules for closer contact with our audience. According to them, we’ve replied to our followers only on behalf of the brand character, sticking to our original tone of voice.
Khomka was always happy for his followers, he could wink at him, send funny gifs and sometimes give good advice.

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What we achieved?

Anyway, only key indicators will tell better about the effectiveness of our strategy.

Number of page likes:
January 2020 - 35000+
November 2020 - 61000+


+ 42% of page likes in 11 months

Total coverage for 11 months 
 - 6294273 users

The average coverage of the post is 
 - 41962