Case:
On April 11, 2023, falabella.com, the e-commerce platform of the Falabella Group, officially launched in Colombia, bringing thousands of brands and products together in one place.
Goal:
- Build a strong community from the ground up on Instagram and TikTok.
- Establish falabella.com as a new brand recognized by Colombian consumers.
- Create valuable content focused on audiovisual formats to boost metrics like views and interactions.
- Generate unique content that helps the brand stand out in its category.
Solution:
Create audiovisual content focused on storytelling and people, allowing users to connect with the brand on an emotional level through identification and empathy. Our content strategy varies by social network to cater to each audience. On Instagram, we emphasize high-quality, visually appealing content while incorporating trending topics and relatable formats. On TikTok, we emphasize trends, memes, and content that feels organic and easily consumable.
Execution:
Since the launch, we’ve maintained a consistent posting schedule of two pieces of content per week on each platform, highlighting stories and personal connections. We’ve also leveraged influencers as a strategy to reach new audiences and generate valuable content. Digital advertising has been another effective tool for building communities on both Instagram and TikTok, promoting videos and “winning over” users through engaging audiovisual content, with follower growth as an indirect goal.
Results:
From April 11 until December 31, 2023.
38.895.453 views on Instagram.
35.009 followers on Instagram.
25.161 followers on TikTok.
8.000.000 views on the launch video on Instagram
19.300.000 views on the launch video on TikTok
139 Instagram Posts
132 TikTok Posts
