Goals and target audiences of the social media campaign
The goal of the campaign was to build an active social media presence, and a brand that people like to connect with: one they don't just see on social media but feel attached to. It was also important that the message of the regular, purchase-linked prize-game campaigns, which raise the average basket value, reach as large an audience as possible, and that required a large, active following and continuous, predictable reach for the content.
With all of this, we had to make sure that when it comes to grocery shopping, people choose Perfekt over other food stores, deciding not only on price but because the brand comes with an experience and a sense of attachment.
The store chain is present in several towns, so the target audience was primarily local shoppers living in those places, families and young people who do their everyday shopping locally, as well as travellers passing through, for whom Perfekt can become a familiar stop along the road.
Strategy, platforms and content planning
Strategy and concept
The campaign is built not on standalone videos but on long-term, organic brand building, with two pillars. The first is the face of the brand: Norbi, a recurring character who shows the everyday life of the stores and the prize games with humour. The second pillar is the community itself: in the stores we film interactive games with real shoppers (a 30-second lightning shopping spree, Activity, a wheel of fortune), and in these videos the shoppers are the stars. Members of the community who follow the channel and its content can join the interactive games themselves and win valuable prizes. This way shoppers leave the store with a positive experience, that carries the brand forward, and it turns viewership into a real, active community.
We also adapted the campaign mechanics to the store chain's business goals. When Perfekt's goal was to promote its loyalty card programme, we tied the games to it: for a period, only those who had a loyalty card could take part in the interactive games. The loyalty card thus did not become a separately advertised product but an entry ticket to the community's experiences, and the game gave a direct incentive to sign up for the card, while the videos showed, naturally and woven into a story, what the card is worth in everyday life.
Characters and story arcs
With a single actor we bring in several characters: there is always a lead character, alongside episodic characters, which makes the communication far more varied. The recurring characters keep developing, and viewers look forward to where their story goes next. We don't make videos that say "buy our product": we build stories around the videos that the target audience can connect to, and weave the advertising into them. We build every video with what the algorithm rewards in mind, so good content actually reaches its audience.
Platforms
When choosing platforms, we started from where Perfekt's shoppers can be reached and what each platform is best suited for. The main platforms are TikTok and Facebook: this is where the community is built best, where people comment, tag their friends and share the content. We also broadcast the prize draws live on these two platforms, so the draw itself becomes a community event: hundreds of followers watch live, cheer each other on in real time, and the face of the brand meets the audience directly. The same short-form content is also posted on Instagram and YouTube, so the four platforms are not four separate channels but a single ecosystem where the same characters and stories are built, while each platform brings its own audience.
Content planning and production
Since October 2024 we have produced at least 12 videos a month, at a steady, predictable pace. Content planning is supported by data feedback: we analyse the performance of every video, develop the formats and characters that work further, and drop the weaker ones. The content is thus built on feedback, and every month we learn from the previous one.
The whole production is in one hand: from casting the actors through ideation, scriptwriting and the in-store shoots to editing, subtitling and publishing. The shoots take place in turn in Perfekt's different stores, which also brings the stores closer to the audience: viewers often recognise which store a given video was shot in and proudly point it out in the comments. So far more than 250 videos have been made, without a break.
Cost structure of the campaign
The cost structure of the campaign is simple and transparent: spending is concentrated almost entirely on content production.
The largest part of the costs is the fixed monthly production fee, which covers the whole process: creative planning and scriptwriting, fees for actors and performers, in-store shoots, editing, subtitling, post-production and publishing, as well as project management. From a predictable monthly budget, this ensures a continuous presence of 12+ videos a month across four platforms.
The second cost item is the prizes of the prize games, which are provided by the store chain. These are at once marketing costs and direct tools for driving sales: participation is tied to a purchase, so the money spent on prizes comes back as in-store sales, and the prizes themselves also become content, since the handovers and live draws produce new videos.
On paid ads we spend only a monthly budget of 500 RON on TikTok, solely so that the message reaches the local audience even more precisely. All other reach is organic: the millions of views on each platform came from the strength of the content itself.
Results and impact
The campaign has been running without a break since October 2024 and has reached all three of its goals: a living community has been built around the brand, the message of the prize games reaches the masses, and all of it is felt in the stores as well.
The TikTok channel has built 52,000+ followers and 350,000+ likes since launch, the Facebook page has grown from 7,000 to over 43,000 followers with more than 250,000 interactions, and the YouTube channel has 31,000+ subscribers. TikTok and Facebook each have more than 10 million views, and YouTube 12.5 million, all organic. The strongest videos reached millions of views: "Vegyél valamit" (Buy something) stands at 1.5 million, "A rafinált boltos" (The cunning shopkeeper) and "Mi a kedvenc színe?" (What's your favourite colour?) at 1 million each, and the best Facebook Reel at 1.4 million.
More telling than the numbers, however, is what kind of community has been built around the brand. This is something no advertising can buy: a community that feels the brand is its own.
The impact of the campaign has meanwhile outgrown its original frame. Based on the buzz around the creative content, a YouTuber with more than 1 million subscribers chose one of the stores as a filming location. It cost the brand nothing, yet the video, which is over 18 minutes long, stands at 2.2 million views, bringing Perfekt exceptionally valuable free exposure. And the lead character is by now practically the brand's own influencer: he has appeared on the store chain's posters, and a branded tote bag was made with the characters, which shoppers happily carry, taking the brand further.
On the business side, the purchase-linked prize-game campaigns turn reach directly into in-store sales through the community that has been built: the store chain reports a noticeable increase in sales, and customer feedback is absolutely positive.
The campaign also successfully supported the chain's loyalty card programme: in the period when taking part in the interactive games was tied to the loyalty card, the game gave a direct incentive to sign up for the card, so social media reach built not just sales but returning, identifiable regular customers for the brand.
Two videos from the campaign
The videos are in Hungarian.