Case Price guide
Strategic planning and local social media content to support growth
Starting point
Price Guide is an impartial price comparison service operating in seven countries, with the aim of helping consumers make smarter purchasing decisions. Price Guide lists price and product information from more than 1 000 online stores in Finland. Social media communication between the different countries was centralised from Sweden.
Korner acts as a Price Guide as a media communications partnerbut the cooperation was also extended to social media development. The objectives of the cooperation were to integrate social media communication into the other communication activities of the Price Guide, to increase awareness and use of the service, to grow the social media channels and to communicate to the Finnish target group with a local angle and tone of voice.
Solution
The social media partnership started by clarifying the roles, target groups, objectives, communication metrics, visual lines and advertising guidelines for the different channels together with the international team of Price Guide. This led to the creation of five different content types and a comprehensive, channel-specific content plan. Regular activities are supported by appropriate forms of influencer collaboration and seasonal and campaign-specific concepts.
Results
Through local and systematic content production, we grew Instagram followers by 1,415% and Facebook followers by 27% in the first year. Since then, the follower base has grown steadily at around 6-24% per year.
The content has supported the growth of brand awareness and directed people to the service. A loyal following was built around the social media channels, which also actively communicated with the brand.