Overview
Tasks:
- Help with developing a business concept;
- Creating a brand strategy with an emphasis on long-term communication;
- Promotion with minimal budget;
- Developing and implementing a sales strategy
Duration:
08.2020 ‒ 01.2022
Target audience
Yulia, 27 years
Job: full-time office job
Travel goal: wants to unwind and enjoy life after a work week
Monthly income: ₴18.000; pays ₴8.000 for rent, while saving to buy her own place
Marital status: lives with a boyfriend
Yulia is one of those women who both work and run a household. She sorts her waste and asks her boyfriend to take plastic to the recycling center. Yulia can influence her partner’s choices in shopping, ideology and things they do together. She is an activist who promotes equal rights for every gender, sexual orientation and race. When traveling, she packs sandwiches for her boyfriend and fruits for herself, but sometimes can’t help but buy coffee and snacks at gas stations.
Kateryna, 22 years
Job: photographer
Travel goal: to see the world, to brighten up everyday’s life with positive emotions
Monthly income: unstable, up to ₴20.000
Marital status: has a boyfriend
Katya is outgoing, ambitious and creative. She spends her free time traveling, looking for new experiences and meeting friends.
She’s unable to sit around doing nothing, has an active social life and prioritizes self-development. Her hobbies are reading, traveling, photography, volunteer work, pursuing equal rights and opportunities.
She gets information from social media: Instagram, Facebook, Telegram.
Denis, 32 years
Job: auditor
Travel goal: to enrich weekends with fresh experience
Monthly income: ₴17.000
Marital status: single
Denis has been working at the same place for a while, and doesn’t want to change anything.
He is interested in history and loves watching documentaries. A bit childish, jokes a lot, likes telling fascinating stories and facts.
Gets information from Facebook and websites.
Implementation
1. Conducting an analysis of competitors and target audience;
2. Coming up with the name “Kukuha Tour” and the slogan “Join us on a tour, so that stress doesn’t get to you” (Ukrainian wordplay on the name “Kukuha”);
3. Choosing the main and the secondary communication channels.
- Social Media — the main sales and communication channel
- Website — the secondary channel
- defining the tone of voice — friendly, gender neutral, slightly humorous and ironic;
- developing the visual identity in collaboration with the designer:
- the two corporate colors, blue and green (referencing the most prevalent colors in Ukrainian landscapes);
- shapes — straight lines with rounded elements, that would highlight Kukuha’s simplicity and friendliness;
- the additional colors for seasonal design (yellow, orange, light blue).
4. To better understand our customers, I went along with them on trips and conducted in-depth interviews while having friendly conversations.
5. We created the Kukuha Club — a private community with an entry fee, providing the member benefits: discounts, the option to shape future tours, the bonus program and other interesting opportunities.
Social Media — the main sales and communication channel
I was responsible for:
- a customer engagement strategy;
- warming up the audience to make them interested in our tours;
- social media conversion — driving traffic to the website.
Implementation:
- the content strategy focused on quality rather than quantity;
- maintaining the consistent tone of voice in posts, stories, direct and comments;
- creating clear, simple and engaging content;
- developing templates for texts and images, as well as a flexible content plan, to make content creation easier.
Links:
Website — the secondary channel
- defining the tone of voice — friendly, gender neutral, slightly humorous and ironic;
- developing the visual identity in collaboration with the designer:
- the two corporate colors, blue and green (referencing the most prevalent colors in Ukrainian landscapes);
- shapes — straight lines with rounded elements, that would highlight Kukuha’s simplicity and friendliness;
- the additional colors for seasonal design (yellow, orange, light blue).
Examples of images for Instagram and Telegram posts:
Results
- creating the travel company people can trust with their weekends;
- done over 15 Ukrainian tours during COVID times;
- all the tours selling out (above 80%);
- turning a profit with only 50 followers;
- over 20 active members joining the Kukuha Club and going on every tour;
- UGC: the travelers became Kukuha ambassadors, telling about their trips on social media and posting tour photos.
Kukuha Tour brought dreams to life and proved that low-cost, comfortable, unique one-day tours can be real.
