In September, the first Krispy Kreme coffee shop opened in Kazakhstan. The goal was to launch a local Instagram account to introduce the audience to the brand.
First and foremost, we developed an SMM strategy taking into account marketing goals, audience interests, and competitor analysis. To increase brand awareness and build a loyal community, we divided the content into four categories
Informational — announcements and coverage of events, description of the product range, information about products.
Image-building — brand history, reputation management, emphasis on the freshness and quality of donuts.
Engaging — polls and surveys, interactive content, games, contests, and challenges.
Entertaining — storytelling and consumption scenarios, donut culture in other countries.
Through posts and stories, we talk about donuts as a way to bring joy to loved ones or to enjoy them yourself. We emphasize that donuts are great for sharing – whether at lunch with colleagues, hanging out with friends, or at family gatherings.
In our design, we adhere to the brand's color palette and play with the shape of donuts through graphics and illustrations. We balance stylized images with vibrant photos.
We actively engage with our audience: responding to all comments, maintaining dialogue, and showing genuine interest in every follower. We encourage UGC by promoting dedicated hashtags for this purpose.
In just four months of managing the account, we've organically gained
JAS
Amalia Turdieva — project managers
Anel Abisheva — community managers
Zarina Tulegenova, Anastasia Moskalenko — copywriters
Julia Liuzgo — designer
Sofya Stepanova — producer
Vladislav Lukinov — photographer
Alena Che — creative director