#1 case
Yah’ya
Cooperation period:
Oct 2019 – Feb 2021 (16 months)

Project description:

Yah'ya is a company that manufactures premium handmade chocolate in the Kyrgyz Republic. The brand positions itself as a trendsetter in the country’s confectionery industry, combining the best recipes from European chocolatiers with unique recipes.


Our main goal was to introduce a new premium brand on the market. Our primary objectives were to gain recognition and attract attention to the new name in the market, create a base of regular customers, engage the audience with the history of chocolate production, and uncover the advantages of natural products over mass-produced analogs.

WORK PROCESS

1
Our company developed a marketing strategy to achieve our goals. The strategy included a thorough analysis of the competition in the market, identifying the unique selling proposition of Yah'ya, creating a portrait of the target audience, using SWOT analysis, developing the AIDA model, and creating social media pages. We determined the requirements for our content and product packaging design to match the premium segment of the market. We used the SMART model to pursue our goals, determined KPIs and coordinated our strategy with the customer's vision of brand promotion.
2
After we finished the work on the brand identity concept, we started to make all ideas real. Our team began creating, publishing, and promoting content on social media platforms. This included video and photo shootings, graphic design, and copywriting. We collaborated with health food stores, worked with influencers, and participated in various public relations events to attract customers. Our team used paid/targeting ads in Meta to reach our audience, engage with them, and generate leads. Yah’ya had a style that was not just catchy, but also incredibly recognizable - it's no wonder they had won the hearts of so many customers!
3
We regularly analyzed the results of all implemented marketing activities, monitored KPIs, made necessary changes to our strategy for further brand promotion, and reported our results to the customer.

RESULTS:

Over the course of a year and a half, the company was successful in obtaining more than 12,000 subscribers on Instagram, launching a few branded stores, and building a base of loyal customers which included both retail buyers and corporate clients. The company made use of news events, holidays, and collaborations with influencers to increase the brand's awareness. Yah'ya brand actively participated in exhibitions, and fairs and even organized its own events and masterclasses. Our team completed all advertising campaigns with positive ROAS. With time, the company expanded from being solely an online business to a chain of physical stores and managed to establish a regular customers base along with wholesale customers. We have gone through a fascinating journey with the brand, finding ourselves at the very origins of its creation. It was a great experience and a productive cooperation!
The yah’ya cooperation overview table
  • Market segment:
    Premium confectionery, chocolate
  • Cost:
    10$-200$,
    20$ is an average price
  • Sales market:
    B2C
    Kyrgyz Republic
  • Main goal:
    Positioning a new brand on the market
    Primary objectives:
    • Create brand identity
    • Create brand awareness
    • Work on consumer loyalty
    • Move from online sales to offline sales
    • Create a base of regular customers
    • Increase in sales
    • Point of sale and packaging design
  • Implemented:
    • Creation of social media resources (Facebook, Instagram)
    • Portrait of the target audience
    • Competitors’ analysis
    • SWOT analysis
    • AIDA model
    Social media marketing:
    • Media planning & posting
    • Content creation for Instagram/Facebook, (copywriting, graphic design, video editing)
    • Hashtags database
    • Targeting ads
    • Communication with the client
    • PR events
    • Product packaging design
    • Design of advertising materials for points of sale
  • Results:
    • Brand identity created
    • 12,000+ subscribers on Instagram
    • A network of branded stores was opened
    • 15+ sales per day
    • 20+ regular corporate customers were attracted
    • 10+ PR events organized
    • Positive ROAS (ratio: 4.1 to 1 – 8.3 to 1)
  • Services provided:
    • Marketing analysis
    • Digital Marketing
    • Social media marketing
    • Targeting ads
    • Photo/video shooting
    • Graphic design
    • Media planning
    • Public relations
    • Indoors advertising design
    • Packaging design
  • Content production:
    • 8 photo/video shootings per month
    • 12 videos per month
    • 24 posts feed per month
    • 120 IG stories per month
    • 6 Meta ads campaigns per month
    • Packaging design
    • POS design
  • Software usage:
    Adobe Photoshop, Adobe Illustrator, Adobe Premiere, Corel Draw, Canva, Capcut, MS Word, MS Excel, MS PowerPoint, Ads Manager, WhatsApp
  • Digital resources:
    • Instagram
    • Facebook
  • Paid ads budget:
    200$/month
  • KPIs:
    • Reach = 400 000+ per month
    • CPM = 0.15$ - 0.25$
    • CPC = 0.11$ - 0.18$
    • Leads = 12 - 18 per day
    • ROAS = 410% - 830%
  • Cooperation period:
    Oct 2019 – Feb 2021
    (16 months)
  • Documents provided:
    • Business offer
    • Marketing strategy
    • Payment invoice (every month)
    • Media plan (every week)
    • Report (every month)
    • 3 presentations
  • Work hours:
    80 hours per month
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