NRG Uzbekistan
Agency - Meraki:
CEO, Creative Director - Zokir Khasanov
Art Director, project manager - Igor Kim
SMM manager - Yasmina Makhamedova
Account manager - Alina Muslumova
Editor - Aleksey Ten
Designer - Anna Kovalenko
Designer - Navro'z Allamberganov
Operator - Dilshod Yashatillayev
Operator - Shuxrat Kenjaev
Copywriter - Nigina Daminova
Community manager - Rixsixon Ibragimova
Problem:
Contrary to the common practice of focusing on promotion through Instagram, it is worth paying attention to other effective platforms. Lack of attention to YouTube can be a missed opportunity, especially in Uzbekistan, where the social network is showing impressive results. According to data from Hootsuite, YouTube is the leader among popular platforms in Uzbekistan, with 5.7 million users.
While construction companies are chasing popularity on Instagram, creating the largest YouTube channel in this niche could be a revolutionary step. After all, YouTube provides an opportunity not only to demonstrate the product, but also to immerse potential customers in the atmosphere of projects and share expertise. It's time to recognize that in the world of social media, there is more than one road to success.
Solution:
We made a strategic decision focusing on a carefully crafted concept that is specifically tailored to this platform and aimed at an Uzbek-speaking audience. Moving away from standard advertising and sales approaches, we realized that the key to achieving the goal is to create content that will entertain and inform the audience.
We have been actively involved in documenting the construction process of the new project, NRG U-TOWER. Regularly, at the beginning of each month, we presented new videos under the heading "No Filter". This allowed our audience to immerse themselves in the atmosphere of the creation of the project, watching each stage.
Our strategy is not limited to construction. We have developed and launched a show called "Business GAP", in which we tell the stories of successful entrepreneurs who have opened a business in NRG residential complexes. We also did not forget about detailed reviews of our residential complexes and the introduction of our employees. In addition, we actively used the "Shorts" format, publishing interesting and exciting short video clips.
Results:
These solutions allowed us to effectively overcome the problem and approach the promotion of a new brand platform, creating unique content that attracts, entertains and informs our audience.
During the year we released 34 shorts and 19 full-length videos, which played a key role in our success.
By December 2022, our numbers were impressive:
• Our channel has reached 10 million views, which is 999% more than the previous year.
• The total viewing time of our content is 126,000 hours.
• The number of subscribers on our channel has grown to 36,000 (+31,000 for the year).
• Our videos have received 390,000 likes.
As a result, our YouTube channel has become a powerful tool for increasing brand awareness in the digital space. We achieved this organically by attracting new audiences. Thanks to this, we not only created the largest YouTube channel among developers but also turned the young company NRG Uzbekistan into one of the most recognizable in Uzbekistan.