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case study

Social Media for a
Security Company

OHORONA I BEZPEKA

CASE
Social Media for a Security Company
location

Location

Ukraine, Kharkiv

calendar

Start date

July 2022

bag

Category

Security

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View

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Task

  • Keep the current ROAS;
  • Enter new markets without reducing efficiency;

Project features

  • Competitive B2B market
  • Very specific audience
  • Many seasonal spikes

Instagram

Facebook

Facebook ads

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Tools and services

Project description

"Okhorona i Bezpeka" is a group of companies that is one of the largest non-state security structures in Ukraine. The company was founded in 1999.

project
SOLUTION

Decision

Social Media for a Security Company

In the initial phase, we conducted a competitor analysis on social media to ensure our content was unique, to differentiate our brand, and to avoid competitors’ mistakes. This analysis also helped us identify the types of content that resonate with our target audience (TA).

Based on the information provided by the client and our research, we developed content categories for social media posts with the following primary goals:

  • Address barriers and increase loyalty to the company.
  • Encourage followers to save posts and learn about services.
  • Capture the TA’s attention and introduce the company.

Social Media for a Security Company

Throughout our work, we tested various post formats to determine which ones performed best and received the most engagement from followers.

Social Media for a Security Company

Social Media for a Security Company

Given the negative stereotypes and numerous myths surrounding security guards and systems, we specifically focused on addressing these barriers. Our surveys revealed several key myths potential customers believe about security systems:

  • “I have a dog, so I don’t need an alarm system.”
  • “Only people who are scared or have something valuable to steal install alarm systems.”
  • “Security patrols are usually unfriendly and rude when they arrive.”
  • “Security takes too long to arrive when the alarm goes off.”
  • “I don’t have anything worth stealing, so I don’t need an alarm system.”

We are gradually debunking these myths on social media and building trust in our security services.

Social Media for a Security Company

Additionally, to enhance the company’s credibility, we regularly post testimonials from real clients in our feed.

In May 2023, the company underwent rebranding, resulting in a new design for our feed and stories that aligns with the company’s updated corporate identity. We continue to address audience barriers and attract new clients.

Social Media for a Security Company

+162 960

Reach

+24 938

Engagements

-$0,03

Cost per action

Results

ARE YOU READY TO IMPROVE YOUR PROJECT WITH #UAATEAM?

We will be happy to discuss your project, along with your main goals and objectives. You can schedule a meeting with one of our managers.

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