The Hosts
Year 2016
Finalist and third place in the LATAM Digital awards organized by Interlat Colombia, 2017.
Problem
The recent growth of fan pages like Tasty and Tastemade led to a decline in the community’s interest in Supermercados La Colonia’s content, even though we have always been the go-to Facebook and website for recipes and cooking tips.
How do we regain people’s interest in our Facebook content and thus drive more visits to our website?
Solution
We created ‘The Hosts’ – characters who led the page’s communication for a year with audiovisual and graphic content.
How did we differentiate ourselves from the competition?
The characters provided all the necessary information, introduced country traditions, represented different demographics, and showcased established consumption situations as well as those they created throughout 2016.
We created short and medium-length videos, addressing tips, traditions, and ingenuity to stand out and not follow the prevailing trend but create our own content.
Results
We achieved a 113.76% increase in website visits, and the bounce rate dropped by 43% compared to 2015. We grew by 183.35% on Facebook engagement compared to 2015. On Instagram, we grew by 22.26% compared to 2015. We started 2017 with 14 thousand users accessing the website. For all videos, we achieved 12,691 interactions, an average of 1,245 per video, reaching 1,088,616 people, and an estimated 1,886,400 total views, averaging 97,789 per video.
CASE BOARD
-SPANISH-
