Zdorova Rodyna
Pharmacy chainZdorova Rodyna is a brand that has been growing for 25 years. It’s getting stronger, expanding, and has spread its branches to 12 regions of Ukraine, with a network of 598 pharmacies. It’s a family brand that embraces a wide audience of Ukrainians with care: infants, teenagers, parents, grandparents, and even that lonely aunt. To remain engaging and valuable to its customers, Zdorova Rodyna is constantly improving. The brand has approached us to revamp its social media presence.
SMM Strategy
Our main objective was to bring the brand closer to the audience and make their relationships warmer. To achieve this, we introduced new segments that unveil the life behind the scenes of pharmacies, inform about the opening of new locations, and provide helpful advice. Additionally, we incorporated entertaining content, transforming the everyday lives of employees into a segment called “Pharmacist Superpowers.”
We made the brand’s voice more friendly, transforming the “hit price” segment into “caring discounts.” The page’s style also changed to become more cohesive and expressive, accompanied by more live photo and video content. For promotion, alongside targeted advertising, we decided to utilize partnerships with thought leaders, audience contests, and collaborations with other brands or experts.
SMM Support
During 6 months, we conducted several content shoots, published 64 posts, and shared over 600 stories. We launched 36 advertising campaigns and hosted 15 contests.
Our results over 6 months:
We introduced Zdorova Rodyna to 3,806,646 unique users.
The strategy helped increase audience engagement, resulting in:
- twice as high content interaction rate (ERR = 5.2%)
- over 60,000 reactions and likes on content
- over 12,000 comments on posts and messages
- over 4,500 shares and saved posts
- approximately 30,000 new visits to the company’s website
