Pilipalili – strategy and social media.

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Scope:

Goals:

  • Creating the brand personality
  • Building the brand awareness
  • Proto-personas verification

Challenges:

We started working with the client at the stage of renovating the new place. The biggest challenge, both for the client and the KomuKoncept team, was to develop the character of the emerging brand, which was to be the first drink bar and shisha bar in a small town. We did not know the target groups, and the client did not outline the character of the brand for us. We started working with a blank slate and without research.

Pilipalili used the service of creating a so-called mini-communication strategy. This is a limited strategy, but it allows you to operate well in social media based on it. The result of over 1.5 months of work was, among other things, determining potential target groups to which we want to direct messages. Based on the analysis of the competition (Tarnów and surrounding cities) and due to the fact that the place is unknown to residents, we decided to start with fairly broad groups.

Women and men aged 30-40+, living in Tarnów and the surrounding area, including:

    • single women coming with their friends for girl talk,
    • men who sometimes come on a date with their wives, sometimes with their friends for a good drink,
    • A circle of friends who relish spending quality time together with good drinks.

Tourists who visit Tarnów and stay overnight at the Tarnów Information Centre.

Archetype


The owner wanted the new brand to have a slightly humorous character - with a pinch of salt. The interior being created was intended to have a playful character (including cherry lamps) and the vessels in which the cocktails will be served send just such a message.

Knowing also that one of the distinguishing features of the place will be cocktails with bubbles, and that alcohol and shisha are associated with spending free time with friends, we decided to go with the archetype of THE JOKER.

The joker is the life of the party who doesn’t really think about serious matters. He’s a good fit for brands that want to stand out and communicate through fun and humor.

Storytelling


We divided the storytelling into two parts: general and related to the cocktail theme (which changes once a year). The first part referred to the pop culture icons of the 60s, 70s and 80s, so the storytelling was related to it. In the general narrative, we refer to "unfastening the roller skates", "a solid mix-up" or "cocktail revelries". We also allow ourselves to use humorous quotes, e.g.: "It doesn't matter what you drink, it matters where".

The newest card is called “Young Poland,” so the references in the text are related to inspired texts of Polish literature from that period. Example: “The new card is a memory of summer, sounds of the forest, golden fields of grain, forgotten embraces in the green thicket.”
 

Actions – specific ideas for running social media


Our strategy does not end with the assumptions. One of the elements is working on ideas for specific actions. While working on the mini-strategy for Pilipalili, we proposed 26 actions divided into three locations: Facebook, Instagram Feed and Stories.

The main ideas are cocktails from the theme menu, "high-end" alcohols and shisha. We activate recipients through alcohol riddles (surveys, quizzes) or humorous quotes in the style of Paolo Drinkhello ("It's the possibility of drinking drinks that makes life so fascinating").

On Instagram, we focus in particular on reels and daily Stories. We want to convey the Pilipalili climate and its distinguishing features in these formats.

In addition to the actions planned for the strategy, they are updated, among others, during quarterly meetings with the client.

Agnieszka Wolińska-Kulpa

Agnieszka Wolinska-Kulpa

Owner of the Pilipalili drinkbar

"CoWorking with KomuKoncept is pure pleasure. When entrusting them with any task, you are guaranteed a professional approach to the subject and excellent execution. They are articulate, friendly and immediately understand the client's needs.”

CONTACT WITH KOMUKONCEPT:

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We provide:

  • we will only send you an offer once we understand your business
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  • close contact with top managers
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Aleksandra Dzwierzyńska

Aleksandra Dzwierzyńska

Head of Social

ola@komukoncept.pl

Michał Opydo

Michal Opydo

Managing Director

michal@komukoncept.pl

    Marketing Consultation - 30 min - Schedule a meeting