SMM for Bonava Deasign Russia
Task
- Creating content for Vkontakte and Facebook pages - Corresponding to the brand tone of voice and its three values (boldness, friendliness and reliability) - Maximally differentiate the brand from other developers
Ideas and solutions
Bonava is a Swedish housing developer and one of the leading companies of this segment in Northern Europe. Bonava has been building houses and uniting neighbours since the 1930s. We made content more people-oriented and useful. Instead of writing about ourselves, we were writing about people, sharing inner space planning tips and inspirational content. Bonava brand pages showed the highest audience engagement compared to other developers in Saint Petersburg. A lot of developers have noticed that and started addressing their followers in a more casual language. They began to show dreams, life and ideal image: light kitchen, smiling stock family and freshly baked croissants. That works rather well. Yet, it is far from reality. In our new strategy of 2018, we showed that we are not perfect, we are real. In real life, children misbehave and croissants leave crumbs. People loved that. We added more stories from the life of people who already live in Bonava houses to our posts and changed our tone of voice. We stopped being nice and fluffy. Communication became bolder and more ironic.
