REEL 01
A cold treat on a hot day
A seasonal reason to visit, connected to the shop’s summer range.
Watch on Facebook (new tab)Local retail · Chelopech
Siniyat Magazin — local retail marketing and social media
Introducing a new shop in Chelopech through Instagram, product content, short videos and its first advertising campaigns.
CLIENT & CONTEXT
What was the brief?
Siniyat Magazin is a physical shop in Chelopech, on Bulgaria’s Sub-Balkan road. The brief was to introduce it to nearby residents and people passing through: what they could buy, when to stop and what made the range worth exploring.
What needed to be addressed
Opening a shop does not, on its own, give people a reason to visit. The content needed to show recognisable occasions — coffee and breakfast, food for a journey, ice cream or something to take home — and connect them to the location.
APPROACH & DELIVERY
The work delivered
- 01
Launching Instagram
We created the shop’s Instagram account and developed its content as another place for people to discover the business and its products.
- 02
Products in everyday situations
We planned posts and created visuals and videos around practical occasions: a short stop on the road, supplies for a hike or a cold treat on a hot day.
- 03
Starting paid campaigns
The first advertising campaigns began around a month after the shop opened. The marketing strategy connected the content with the goal of reaching a relevant local audience.
Deliverables
- Instagram account created.
- Marketing strategy and content planning prepared.
- Product visuals and published short videos produced.
- Initial advertising campaigns launched after opening.
MARKETING SEQUENCE
From a new shop to reasons to visit
- 01
Opening
Define the product range, location and audience.
- 02
Instagram
Give the shop’s products a dedicated profile.
- 03
Content
Show the range through posts and short videos.
- 04
Advertising
Distribute the messages to a relevant audience.
- 05
Customer base
Maintain communication so people can get to know the shop.
PUBLISHED CONTENT
Video content for social media
Six videos produced as part of the shop’s marketing. The original posts are in Bulgarian; the descriptions below explain their purpose in English.
REEL 02
Coffee and a short stop on the road
Introducing the shop as a stop for coffee, bread and a short break.
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REEL 03
A crunchy snack
A product video built around choosing a snack in the moment.
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REEL 04
Supplies for a mountain hike
Food, drinks and practical supplies for people heading to the mountains.
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REEL 05
Buffalo milk ice cream
A specific product from the range, introduced through flavour and choice.
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REEL 06
Cold beer for a summer day
Seasonal product content for the shop’s adult audience.
Watch on Facebook (new tab)PROJECT MATERIALS
Specific products, different occasions
RESULT & PRACTICAL VALUE
What was delivered
The project connects the Instagram launch, product visuals, videos and advertising into a consistent introduction to the shop. People can see what is available and find a practical reason to stop. Building a customer base is the purpose of this work.
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