Dia% is a low cost mid-market with an aggressive in neighborhood store strategy focusing in São Paulo state, fighting with Brazilian and international brands that are present all over Brazil. Due to this positioning the brand needs to have lots of small stores to be present in as much as possible neighborhoods. To keep low costs the in store experience is not great, specially in comparison with other brands that focus its efforts in customer service, what makes their prices higher, but the buying experience greater. The competitors, with better brand image, also have much more online investment, with great initiatives, online services and media buy.Dia% challenge to be present on Facebook was to fight against Golias brands with only one great asset: Low Cost. The strategy led to an insight that the Facebook presence must deliver a greater brand experience (that the stores do not deliver), so we propose the brand to start exploring new territories to sell what they are most great at: Saving Money. We add two main territories: Household tips (how to save money by better products usage ideas, recycling materials, low cost recipes) and Humor, where we started creating several new ways of selling from toilet paper to fruits. The response was great. No one expected the brand to help one's life become easier, money and product usage savings and most important: funny. Dia% Facebook page is almost equal fan numbers than its competitors and is number 1 in engaged fans in its category, fighting with TOP brands, with greater online investment, national presence and better in store experience. In 2012 we had an average engagement rate of 14%, Also, we helped the brand by developing an army of brand lovers by delivering great, useful and funny content, changing completely the brand perception and the user in store experience. Our 2013 challenge is to add the social strategy to the in store experience.
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