[EN / US | HET]

Who are we?

„We are Fairy Tailors. We sew brands‘ stories that arouse interest, evoke emotions, and

become an unique experience. All of that on social media which we just love.”

What can we do?

Light bulb moments

How do we think?

What?

What do we follow?

values

What did we accomplish?

Keep on browsing!

Quick overview

Creation of a brand communication strategy on social media in accordance to product portfolio, archetype and key attributes.

Promotion of a customer contest with 22 tablets worth 200.000 CZK as a prize.

1) 19.219 contestants attended our contest. Each of them bought at least one HET paint tin.

We reached over 150.000 Czech Facebook users with Facebook Ads. More than 1.200 of them visited a contest web page after that.

2) We extended the contest on client‘s request and created a photocontest (while using a tailor made Facebook App) with 4 hi-tech smartphones with top cameras as a prize.

3) Our targets during the contest:

– To get user-generated content from contestants (pictures of how they used the paint in the most creative way)

– To obtain new fans thanks to increased activity and engagement of current fans

– To find new brand ambassadors of HET

4) During 7 weeks of the photocontest we reached more than 277.000 Facebook users with Facebook Ads.

– 1.585 of them visited our app

– 13.538 voted for one of 36 competing pictures

5) During 7 months of our communication we bulit a community of 2.299 active fans of HET.

Results

Brief

Insight

1) I‘m painting because I have to (dirty walls, just moved in)

2) I‘m painting because I‘m creative 3) I‘m painting because I have a specific problem (blight, stains) 4) I need a custom paint for my mason (facade paint, plaster, special paint)

To create an interactive page/place for current and new HET customers to

find and share inspiration and knowledge and discuss different

possibilities of using their paints.

Customer segmentation

Challenge

Why

Idea

• To emphasize Creator as HET‘s archetype. • To inspire others. Painting is not just a job that must be done. It can be

fun and an opportunity to beautify your house/flat. • To get user-generated content that we would not be able to create

ourselves. • To engage people, call them to action and get new fans, customers and

brand ambassadors, who will promote HET.

• A common contestant is not someone who just puts white paint on his

walls, but a creative person that combines different shades and makes sure that paint works with furniture. It‘s someone who wants to share his work and maybe show off a little.

For whom

Strategy

Archetype

Ruler

Creator

Innocent

Sage

Explorer

Hero Sage

Jester

Outlaw

Everyman

Lover

Caregiver

Change Order

Social

Ego

Creator „If you can imagine it, you can also do it.” To create something of enduring value. To materialize a personal vision. Dreams, fantasies, flashes of inspiration. 1) Creativity and resourcefulness in imitation. 2) Fulfilling a personal vision. 3) Creating works that affect others, culture, and society.

Strategy

Archetype

Motto

Core desire

Challenge

Stages

Call

Strategy

The Creator is inherently unconventional, does not try to fit in, but to express himself. The Creator moves wherever creative projects are born. The Creator brings innovations - new products, production processes, new approaches to marketing. The Creator is usually not tolerant of sloppy mass production and a lack of creativity and quality. The Creator uses things not to impress, but to express himself. The Creator in each of us is also attracted by other people's artwork. It can be not just a picture in a gallery, but also a well-designed product. The Creator - as an artist - paints a picture that reflects his soul. The Creator - as an entrepreneur - does business in his own way and often has no idea how to do it. The Creator - as an innovator at any field - is turning his back on the traditional concept and uses his unique ability to see the world differently.

Character

Communication

Photo-contest

Facebook Ads CONSUMER COMPETITION SUPPORT

*) DESKTOP Ads reached 2,8% CTR.

Facebook Ads PHOTO CONTEST - A/B TEST

Facebook Ads PHOTO CONTEST - A/B TEST

*) DESKTOP Ads reached 6,9% CTR.

*) MOBILE Ads reached 10,6% CTR.

Facebook Ads PHOTO CONTEST - A/B TEST

*) DESKTOP RETARGETING Ads reached 25% CTR.

Facebook Ads PHOTO CONTEST - A/B TEST

Competition photo BRAND AMBASSADORS

Competition photo BRAND AMBASSADORS

Competition photo BRAND AMBASSADORS

Competition photo BRAND AMBASSADORS

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