BILLA. Social Catalogue.
“
We started by looking at the consumers and how they interact with BILLA on Social Media.
Denisa Pielescu
Creative Director • Digital Star
Challenge.
BILLA wanted to increase their visibility on Social Media, creating meaningful interactions with the users, while also pushing sales during the campaign period. Also, they wanted to position the brand as the go-to store for discounts.
Journey.
For consumers interacting with brands, likes are the easiest way to show interest & support in what those brands have to offer. Yet, we felt that likes offered no true connection between the brand & the users, so we decided to give them more meaning.
We wanted to convince BILLA Facebook fans that their likes matter and give them the power to influence discounts in BILLA stores. So we created the first Social Catalogue – a catalogue in which Facebook users decided daily the discount value of the products with a simple like.
People were invited to like the product if they were interested in purchasing it with a discount. According to the number of likes reached in 24 hours, the product could be bought in all Romanian BILLA stores with a discount up to 50%.
With this simple action we proved that in BILLA stores, customers’ likes do matter.
“
We successfully managed to show Social Media users that BILLA can answer their wishes and quickly adapt prices.
Denisa Pielescu
Creative Director • Digital Star
Outcomes.
All Facebook indicators exploded and BILLA had the highest share of interactions in the category during the campaign, surpassing our biggest competitor’s results (although their fanbase was over x7 times bigger than ours).
