Digital Communication Strategy | SerCri

SerCri

SerCri, dedicated to the sale of materials related to Occupational Therapy and Sensory Integration, is a project initiated by pediatric occupational therapist Ana Teixeira, who specializes in sensory integration. This successful venture has been partnered with Samsys for the brand's Digital Activation.

The main need would be to increase brand awareness on digital channels in order to promote existing e-commerce.

Between March 9, 2021 and March 9, 2022, the Samsys Communication and Marketing Team, in partnership with Ana Teixeira – CEO of SerCri, increased online sales volume by 125% (an increase of approximately €21,000) compared to the period from March 9, 2020 to March 9, 2021.

Problem & Opportunity Identification

To whom will we be communicating?

Identification and definition of target audience through the creation of personas by communication segment.

Definition of Business Impact on Society

Activity Clarification

SerCri offers products related to Occupational Therapy and Sensory Integration that allow adapting, training and facilitating the way in which certain tasks are performed by children, with the aim of promoting participation and performance in various daily activities/occupations.

Definition of Advantages and Opportunities

Success Metrics

Digital Activation

Social Media

• We make it possible for SerCri insights specific for each social network with periodic monthly reports;
• We increase the degree of relationship with your end customer via email marketing campaigns, automation, loyalty discounts, SerCri birthdays and exclusive promotional campaigns for followers;
• We intensify and renew the user experience with differentiated communications;
• A monthly growth in the number of followers and user retention on the website was obtained;

Reach Pages

New Likes and Followers

Page and Profile Visits

Email Marketing

• The regular sending of communications via email marketing to the database was intensified. Which had a regular growth over the period of the communication plan.
• In December 2020, SerCri had 145 subscribers in its Email database. With the work done, in April 2022 it now has 1300 Subscribers, + 115 subscribers.

The image shows the latest campaigns, with a 100% delivery rate and an average open rate of 70%.

Digital Campaigns

• The ongoing ads were optimized and it was possible to verify the reduction in CPC;
• Creation of specific conversion actions and control of user vanishing points;
• Display campaigns were carried out in Meta and Search in Google Ads campaigns with very positive results.
• Collaboration on Google Shopping and article optimization.

Key takeaways

• Sales increase by 125% in the Online Store (in 12 months);
• Increase of €21,000 in sales (in 12 months);
• On the Facebook Social Network, 505 thousand people were reached (+61%), 636 new followers (+45%), more than 8 thousand interactions (+8%).
• In digital campaigns optimized for a CPC of less than €0,07, with a reduced monthly budget, totaling 5660 clicks;
• Increase from 145 subscribers to the Newsletter to 1300 (+796%);
• The publications accounted for an organic reach in the total of 83 views;