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Jacobs
New rules of the SMM game from Jacobs or how to have a dynamic conversation with your audience

RAN IN: Russia

CLIENT
Jacobs Douwe Egberts Rus

AGENCY
SUMMARY

Social media is the major field where thousands of brands compete for users’ attention while the audience confluence escalate the struggle. To engage the audience, Jacobs required an utterly different approach for SMM.   In 2018 Jacobs pulled back from standard SMM promotion scenarios in favour of audience segmentation based on four psychotypes: analysts, seekers, keepers and diplomats.   For each psychotype, Jacobs is able to: - Generate original relevant content, which opens opportunities for more dynamic audience engagement in the communication; - Customize programmatic buying, which helps to launch personalized advertising campaigns with a more accurate hit in the target audience.

CASE VIDEO


Audience: Target audience – active users of social media aged 25-35 (focus on the core – millennials). Target: audience segmentation by psychotypes (interests, online behavior).

Objectives: Major objectives – provide incremental reach of the young audience, enhance communication with the brand in social media and differentiate from competitors. Communication goal – develop and implement Jacobs’ communication strategy “Dream with your eyes open” in branded social media.

Type: B2C

Language: English, Russian