Games, contests, quizzes and other interactive gamification mechanisms involve the audience more than any other type of content on social media, and more so when we want to address a younger demographics.

In the eyes of the consumer, the games become not just another message aimed at sales, but a generator of positive emotions, which significantly increases loyalty. The focus on gamification along with a relevant and engaging content - like trivia questions based on shared social experiences - have driven engagement rate with 382% and talk rate with 300%, in just three months.

The social trend in the industry is less is more. That is, the best content should be posted on the best days and times. We analyzed the posting frequency of Flanco's competitors, identified the best performing posting days and times, and established a balanced posting frequency for Flanco.

Plus, we haven't stopped optimizing our strategy in accordance with observable trends and results. We're increasing, month after month, the share of posts for each content pillar to check the impact, we continuously test different graphics and text formats, and adapt each content pillar according to the days and times of posting.

Since Flanco addresses a wide and diverse audience, the challenge was to provide useful and pertinent content for different types of public, from the thirty-something professionals interested in home appliances to the tech-savvy Generation Z. For example, the electric home radiators were promoted in the context of Bucharest's constant central heating problems, while small appliances like sandwich-makers or electric kettles were part of post dedicated to students living in dorms.

We also changed the tone of voice to become more approachable, less stiff and impersonal. Simple, tongue and cheek language explained unsalted technicalities. By developing this fresh new identity, the number of young people(aged 18-24) we've managed to reach out grew by 70% in the first 3 months of collaboration.

Transactional content is just one of the elements in a well performing social media marketing strategy and when used exclusively can negatively impact user engagement and brand stickiness. In order to capture and involve customers in the early stages of the sales funnel on social networks, the editorial calendar must use transactional content in conjunction with other types of communications.

With this idea in mind, we have proposed a mixture of communication pillars: 30% connecting (engaging content focused on games, trivia and fun facts), 30% informational content (news and facts related to tech world and the interests of the targeted audience), 20% learning (educational content, recipes, how to’s), 10% inspirational (ideas that will appeal to our young audience) and 10% transactional (offers and commercial call-to-actions).

Besides the drastic increase in engagement rate which we mentioned previously, the content diversification influenced the average CTR which saw a 120% growth and the number of website visitors coming from social media, that grew with 42%.