Successfully Social Rebranding with Tactica: An Inside Look at the Terranova Story

Summary

Terranova is one of the most popular fashion retailers in Europe, with stores throughout Kosovo and a strong presence on social media. The company reached out to us during Covid-19 when walk-ins in their store had drastically dropped, looking for a way to rebrand their social media exposure for the post-Covid period.

Goal

The main goal of the project was to create a fresher look on both Facebook and Instagram, while also ensuring that Annual KPIs were met despite the situation.

Challenges

Before joining us, Terranova faced numerous challenges with their social media management: 

• Lack of an effective advertising strategy 

• Low engagement rates on posts 

• Difficulty in staying up-to-date with trends in order to capture new followers

Strategy

Our focus was mainly Instagram, as it is the primary channel used by younger adults in South-East Europe – our client’s main target demographic. We implemented a comprehensive strategy that included creating aesthetically pleasing visuals, optimizing content for organic growth, utilizing targeted advertising campaigns tailored for specific demographics, regularly engaging with followers on other channels such as Twitter and YouTube, and expanding our reach through influencer marketing partnerships. 

Terranova hired Tactica to rebrand its social media exposure during Covid-19 and the post-Covid period, a time when walk-ins in their store throughout Kosovo dropped, as with any other fashion retailer. The company was looking for a fresher look on both Facebook and Instagram, and an advertising strategy that ensures that Annual KPIs were met regardless of the situation.

List of Activities

From designing eye-catching visuals that accurately reflected Terranova’s brand identity to implementing an effective social media strategy; from reaching out to influencers who could promote their products to users on multiple platforms simultaneously; from running cost-effective campaigns tailored specifically to different demographics; from continually refining and improving creative strategies based on analytics feedback; instilling dynamic practices such as follower polls across various channels; scheduling posts regularly throughout the week; responding promptly to customer comments and queries—all these activities were conducted in order to bring about measurable success for their client in terms of increased followership, engagement rates and conversion rates.

Results

This fantastic relationship resulted in a very positive 2020 and a so-far very strong 2021 in terms of both online sales and walk-ins. The famous retail store grew its brand reputation significantly during the last 12 months, growing from 6.5k followers Instagram page to over 20k. This, with a very conservative ad budget and a strategy primarily focusing on sales rather than engagement numbers.

We redefined what the target market of Terranova is – who are we creating content for and what type of content and messaging would speak best to each group.

We designed themes, products, and elements that targeted each group and seasonal trends in a specific way, both in the images, gifs, and videos we produced, but also in the copy and advertising. We communicated regularly with the brand managers to understand what products aren’t getting enough traction, what discount initiatives should be pushed stronger, and how to develop a content plan that includes a healthy balance between brand-focused content and product-focused content.

After years of no proper advertising, we immediately started looking at ways how to engage better with the target demographics. After analyzing data and information provided by the Terranova team, we identified three specific personas that buy regularly at the store or online and developed targeted campaigns for each of those, for specific products and discounts that were tailored to them.