Taxi VK. Creative strategy and content supervision
Background
Taxi VK is a subbrand of Citymobil that launched on the VK super app platform in early 2020, coinciding with the onset of the pandemic. Our goal was to define a clear positioning and craft a creative strategy to attract and engage the target audience for this new product.
Idea
Working closely with the strategist, I pitched a comprehensive creative strategy that included a core message, content rubrics, tone of voice, illustration style, and more. The core idea, 'Towards the City', encouraged young audiences to explore their cities and embrace the best moments of their lives with Taxi VK as their trusted companion.
Strategy
After conducting in-depth research into the product's core audience, we created a strategy that focused on highlighting the role of Taxi VK in people's lives—emphasising how it fits seamlessly into their daily journeys rather than promoting the service itself.
I developed the strategic positioning and communication framework for the brand, including a unique tone of voice, relatable content formats, and a strong focus on real-time marketing. By tapping into Gen Z's interests and cultural references, we ensured the brand remained relevant and engaging in a rapidly changing digital landscape.
Execution
This project gave me the opportunity to create the brand strategy from scratch and establish its core communication principles. By blending humour, memes, and catchy phrases, I helped craft a distinctive voice that resonated deeply with the young audience.
Key contributions included:
Developing a comprehensive communication strategy, defining key messages, tone of voice, topics, and content formats.
Creating and supervising monthly content plans to maintain consistent, engaging communication across all platforms.
Implementing a real-time marketing approach to capitalise on trends and cultural moments, boosting audience interaction.
Results
The project delivered measurable results, driving audience engagement and business growth:
Established a clear and unique communication positioning for the brand.
Increased the number of orders by 15%.
Enhanced spontaneous brand recognition from 6% to 29% within less than a year.
Grew Taxi VK's social media account to over 333k followers in two years.
Achieved consistent year-over-year growth across key metrics, such as +243% reactions and +180% average engagement rate (ERR).
This project allowed us to build Taxi VK's brand identity from the ground up, combining creativity and strategy to deliver exceptional audience engagement.
