ANALYSIS
A particularly important confirmation that Alkaloid’s social network efforts are on target, was our
receipt of the Golden Sempler Award given at the
SEMPL media event in Slovenia in 2013. The international jury declared the "Becutan Keepsake Journal" campaign a winner in the “Best Social Network
Campaign” category. This campaign was created
to honour the tradition of creating memory books
while taking advantage of new technological trends.
The campaign garnered huge interest throughout
the region immediately after its launch; more than
10,000 keepsake journals have been created so far.
Users aren’t satisfied with old-fashioned
marketing messages; they need something
more. That “more” is one of the biggest
marketing trends called “content marketing.”
greetings to all parents, regardless of whether they
were part of our Facebook community or not. The
emotions conveyed in the greeting card hit their
mark and it became a viral hit in a matter of days.
This positive experiment in content marketing
encouraged us to integrate similar elements in our
new website, as a unique online space where we
offer customers everything they need. Therefore,
the new Becutan website, which is in the final stage
of its preparation, will not just promote our products,
but will be primarily dedicated to parents. We expect
our target audience to visit our website primarily to
connect with other community members and share
their personal experiences. While doing this, they will
also be able to access information on our products, if
they want to.
With the development of social networks,
people’s habits and expectations are evolving as well; there is a tendency for users to
outgrow or lose interest in social networks.
Users aren’t satisfied with old-fashioned
marketing messages; they need something more. That "more" is one of the biggest marketing trends called "content
marketing." The idea is that brands create and share relevant content that brings
customer value, thus building a long-term
relationship with customers. It is important
to point out that content marketing is not
aimed at directly generating sales; instead,
they are meant to increase brand loyalty
by offering quality content to its target
audience.
We were really intrigued by this type of
unobtrusive communication, since practically no other Macedonian brand had taken
this marketing approach. This inspired us to convey
our New Year’s greetings for 2014 in a different way,
by means of the most widely used video service, YouTube. "The Most Sincere New Year’s Greeting Card"
was a short video in whi