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How to reposition a brand in social media with data and content strategy

Flanco is a leading Romanian consumer electronics retailer with a history of almost 30 years on the local market and over 5 million happy customers. Flanco has been, since its beginnings, ahead of trends, revolutionizing the market by inventing the credit loan with ID and bringing the Black Friday concept in Romania.

Solutions and key initiatives 

When we took over the Minifarm account, the email contribution was only 0.62% out of the total number of transactions and 0.27% out of the total website traffic. After one year and 6 key initiatives we’ve managed to see a 570% increase in the number of transactions brought by email and 74% more website traffic.

Solutions and key initiatives 

While looking at historical data of previous search campaigns revealed a very actionable insight: search queries can signal how close the user is from making a purchase.

More exactly, the degree of specificity in the search input placed the user into one of the 3 categories - Prospecting / Pondering / Shopping.
The hypothesis was that treating those three categories differently would greatly increase the campaign effectiveness.

Therefore, strategically, we imagined a funnel inside the overall shopping funnel, based on the input from the search intent. We split the campaigns into 3 categories, based on how close to conversion the customers are.

How to win the Zero moment

YOXO is one of the most innovative telecom products on the market, launched by Orange Romania in 2020. It is a 100% digital telecom subscription that comes as an app and it’s meant to change the traditional contractual relationship with a telecommunications provider.

How to scale your direct marketing actions 

F64 is the biggest photo-video concept store in the South-East of Europe, with a history of over 20 years on the Romanian market. Launched in 2001 as a brick-and-mortar store, F64 has since become a hub for photography enthusiasts, boasting an impressive 1000-square-meter showroom, an online shop, a blog and an Academy offering courses and accreditations.