MERX AG is the first online kitchen planner and consultant in Switzerland. To help the brand gain more awareness and visibility among its core target group and position MERX AG as a must-have for young kitchen planners, Kontx Kommunikation was awarded the digital marketing mandate at the beginning of 2020. The brand is to be given an unmistakable/ unique face. Finally, sales promotions are to be advertised on the channels in an appealing but less promotional way.
The starting point of the solution approach was a comprehensive analysis of MERX’s existing channels and the social media presence of the competition. In order to create a recognition value for MERX and generate awareness among the target group, we decided to develop a comprehensive content plan for the social media channels based on the analyses. The comprehensive strategy comprises the 3 sections, Homestories, Tips and Inspiration. This makes the brand more approachable and the core competencies of MERX are brought into focus more strongly via stories and content. Through consistent storytelling and the development of graphic frames, we have created recognition value for the brand. Sales promotions find a place on the social media channels by being promoted with a thematic hook.
BUILDING THE SOCIAL MEDIA CHANNELS
Develop an comprehensive content strategy with 3 headings for MERX’s social media channels
Create recognition value for MERX through consistent visual language and storytelling
Develop a detailed monthly editorial plan based on the collective content strategy
Strengthen awareness of the brand among consumers through consistent use of social media channels
Continuous monitoring of channels and monthly reporting. Adapt the content strategy and address consumers on the basis of the evaluations
Development of a focus topic for the social media channels in order to emphasise MERX’s USP even more. For this purpose, we developed a kitchen encyclopaedia and used interviews with experts that contain information on a wide range of kitchen topics and trends
Structure LinkedIn February 2020: 26 followers
Status August 2021: 381 followers
Build up Instagram February 2020: 327 followers
Status August 2021: 829 followers
Consistent visual language: redesign of MERX’s Instagram channel