Customer experiences
Success stories and satisfied customers
Customer experience, Sotka
The starting point for success
Sotka is a long-lived and traditional furniture store with an affordable and comprehensive product selection. The Sotka chain, with 49 stores and an online store in Finland, is known as a shopping place for customers who value easy transactions. An aging customer base and marketing investment in television and print led to a decline in results in the under 35 age group. However, Sotka has a strong need to develop and the desire and resources to do new things - in a different way!
Implementation with streamers
Grail Group created a comprehensive content production solution to support the publishing marketing of a new brand of gaming products that appeals to young adults. Four influencers participated in the month-long campaign and the audience under 35 was the target.
During the event, which was mainly implemented on Twitch, relevant content was made, culminating in "superlives" from the Sotka store. The content production dedicated to the brand and the carefully selected channels successfully reached and activated the desired audience.
The end result exceeded expectations
The campaign exceeded expectations by reaching 103,000 unique consumers and 429,000 impressions for Sotka's product launch campaign. The age group of the targeted viewers was almost perfectly aimed: 91% were between 16-35. At the same time, Sotka was able to collect significant consumer data, positive feedback and the attention of the target audience in a very cost-effective way. The commercial result was that the first batch of the new product line was immediately sold out.
"I didn't even know you could get something like this from Sotka!"
Chat comment from a viewer
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Shall we have a short 30-minute meeting about the campaign that suits you?
Frankful, Let’s Taco about the Climate
Marketing circulation through streaming
Frankful Frankful is a Tex Mex brand launched in 2021, the purpose of which is to produce high-quality and climate-friendly Tex Mex products at a reasonable consumer price. The first marketing push was implemented in the spring of 2021, and for this implementation we offered a new route to the target group of young people.
Implementation with streamers
We created a marketing solution for Frankful that leveraged streaming services and streamers' influencer collaboration. Together with the client, we put together an effective campaign in which we would reach at least 50,000 unique pairs of eyes through the streaming service and content producers' channels, in just two (2) weeks, and we enhanced the impact with various dedicated content. As activation content, our influencers implemented, among other things, live cooking, couch potatoes movie night with tex mex snacks and small competitions throughout the campaign, where products were distributed to the winners all over Finland. The target group of the campaign was young people aged 16-36.
Outcome
The campaign was very successful as a result. In just two weeks, we reached 55,000 unique pairs of eyes and 185,000 views for the campaign. Thanks to the interactive and interesting content, 34,000 viewing hours were accumulated and at least a few new fans of climate-friendly Tex-Mex food.
"It makes me want to buy those nachos just for fun, they look so good"
Anonymous viewer
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Cutters - Cut hair. Cut time. Cut cost.
Starting point
Cutters is the most popular drop-in barbershop chain in the Nordics: haircuts without an appointment, just when it suits you. Cutters offers a high-quality service to everyone at the same price, regardless of the customer's gender or the style of the cut.
Cutters was interested in the audience of young adults and their natural attitude towards technology and services. Grail created a two-part approach to the content campaign: making the new brand familiar and, on the other hand, emphasizing customer acquisition.
Implementation
The contents were concretely built around the use of the service – downloading the application and displaying it. At the same time, it was presented how the entire customer relationship is managed through the Cutters app.
In the discussion with the audience about the brand, high-quality haircuts, even though the price is affordable, and the ease of doing business were brought up. Viewers were directed to Free Visit and the "invite friends" button emphasized the acquisition of users.
The event, implemented on Twitch, culminated in a barbershop live from a local shopper, presenting Cutters' entire customer experience.
Outcome
The campaign exceeded the goals by reaching 38,000 unique consumers and 196,000 impressions. Each unique saw the contents more than five times, which is a good multiplier. The average viewing time of nearly 56 minutes for the content was also high.
Content production dedicated to the brand and guidance on the use of the service successfully activate the target audience. At the same time, Cutters was able to collect significant consumer data, a lot of positive feedback and the attention of the target audience in a very cost-effective way.
"It was really nice to make the Barber live show!"
-VIMMA
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