With lokal.help, yumeda has developed and managed the largest completely voluntary Corona help platform for local businesses in Germany. The website was created in the first Corona wave within less than 48 hours and after only a very short time, a team of over 30 volunteers supported us.
The Challenge
With over 900 listed businesses and tens of thousands of regular returning users, it was important to keep the platform structured and efficient. The navigation had to be intuitive so that it was easy for visitors to buy vouchers and thereby support their favourite threatened places.
Due to the urgency of the situation, we started with a simple architecture that had to be fundamentally redesigned several times within a few weeks to meet the growing challenges. For example, new companies were initially registered on the platform by volunteers. After the effort for this became too much over time, we developed a solution in cooperation with the company firstvoucher with which companies could register themselves independently on the platform.
Also the simple purchase of the voucher via Paypal.Me eventually gave way to a professional shop system with several payment methods, shipping options of printed vouchers as gift cards as well as many other technical gadgets.
BRANDING
Typography
Headings
FONT: AMATIC SC | STYLE: BOLD | WEIGHT: 700
Text
FONT: ROBOTO | STYLE: LIGHT | WEIGHT: 300
Colors
LIGHT FIRE BRICK RED
C0 M70 Y70 K12
R224 G67 B67
#E04343
DODGER BLUE
C85 M26 Y0 K16
R33 G158 B214
#219ED6
CHANNEL ANALYSIS
1
2
1
Through a strict social media marketing strategy, a regular appearance in germany-wide online and offline newspapers and a close cooperation with communes and lokal advertisors the direct channel gained about 43% of all users – making it the biggest channel.
2
The social media channel follows closely after with 41%. A direct addressation of the consumers, highqualitiy content and a detailed advertising tagging were responsible for this big number. Additionally we cooperated with other plattforms, responded quickly to requests and asked the users to interact.
Hover over hotspots to view information
SOCIAL MEDIA ANALYSIS
1
2
3
1
The targetgroup analysis made it clear, that facebook would be the central channel of marketing activities. Therefore we had to put our focus of content and advertising on this channel.
2
As the second main focus we choose instagram to adress the younger audience.
3
In less than a few weeks we managed to gain an organic and resource-saving increase by having a innovativ, fast-moving and modern strategy.
USAGE
By working with a regularly upload sequence of up to 5 single posts per day, the reposting of related content, a selective advertising activity and a fast interaction with the users facebook reached a lot of dynamic in a short time. The marketing strategy was based on fast reaction regarding the pandemic, cooperation and the inclusion of personal fate as well as other extraordinary happenings
ANALYSIS
The users were always directly addressed with videos, pictures, newspaper articles and illustrations. The plattform reached – with about 3000 likes on many days – significantly more than 15.000 people. This was made possible by using targeted use of advertisement as well as varying and highgraded contentposting. The cooperation with other sites, prominent personalities of the culture and politics genre and the appearance in newspapers speed up the range of the site massively and was – since day one – a central strategical goal to build up the scope as fast as possible.
POSTS
ANALYSIS
LANDING PAGE
PRESS PAGE
FAQ PAGE
CITY OVERVIEW PAGE
SHOP EXAMPLE PAGE
TEAM PAGE
REGISTRATION PAGE
With lokal.help, yumeda has developed and managed the largest completely voluntary Corona help platform for local businesses in Germany. The website was created in the first Corona wave within less than 48 hours and after only a very short time, a team of over 30 volunteers supported us.
The Challenge
With over 900 listed businesses and tens of thousands of regular returning users, it was important to keep the platform structured and efficient. The navigation had to be intuitive so that it was easy for visitors to buy vouchers and thereby support their favourite threatened places.
Due to the urgency of the situation, we started with a simple architecture that had to be fundamentally redesigned several times within a few weeks to meet the growing challenges. For example, new companies were initially registered on the platform by volunteers. After the effort for this became too much over time, we developed a solution in cooperation with the company firstvoucher with which companies could register themselves independently on the platform.
Also the simple purchase of the voucher via Paypal.Me eventually gave way to a professional shop system with several payment methods, shipping options of printed vouchers as gift cards as well as many other technical gadgets.
BRANDING
Typography
Headings
FONT: AMATIC SC | STYLE: BOLD | WEIGHT: 700
Text
FONT: ROBOTO | STYLE: LIGHT | WEIGHT: 300
Colors
LIGHT FIRE BRICK RED
C0 M70 Y70 K12
R224 G67 B67
#E04343
DODGER BLUE
C85 M26 Y0 K16
R33 G158 B214
#219ED6
Logo
GRAPHIC DESIGN
ILLUSTRATIONS
We choose to create a large number of playful illustrations to adress as many people as possible. The visitors of website and social media should remember the cute figures which especially focused on representing teamspirit and charity. To support this concept we used shining colors an soft background tones as well as fonts resembling handwriting. All this resulted in illustrations emitting a warm feeling and arousing curiosity for more.
GENERAL
SPECIAL
UPDATE
WEBSITE ANALYSIS
OVERALL VIEW
The website reached 148.000 pageviews and 32.000 users in less than 6 weeks. This was made possible especially by the strategic marketing concept as well as external support from many honorary helpers. The average session duration being over 2 minutes results from a good combination between content and social media marketing and verifies that the users are being kept on the website by interest.
CHANNEL ANALYSIS
1
2
1
Through a strict social media marketing strategy, a regular appearance in germany-wide online and offline newspapers and a close cooperation with communes and lokal advertisors the direct channel gained about 43% of all users – making it the biggest channel.
2
The social media channel follows closely after with 41%. A direct addressation of the consumers, highqualitiy content and a detailed advertising tagging were responsible for this big number. Additionally we cooperated with other plattforms, responded quickly to requests and asked the users to interact.
SOCIAL MEDIA ANALYSIS
1
2
3
1
The targetgroup analysis made it clear, that facebook would be the central channel of marketing activities. Therefore we had to put our focus of content and advertising on this channel.
2
As the second main focus we choose instagram to adress the younger audience.
3
In less than a few weeks we managed to gain an organic and resource-saving increase by having a innovativ, fast-moving and modern strategy.
USAGE
By working with a regularly upload sequence of up to 5 single posts per day, the reposting of related content, a selective advertising activity and a fast interaction with the users facebook reached a lot of dynamic in a short time. The marketing strategy was based on fast reaction regarding the pandemic, cooperation and the inclusion of personal fate as well as other extraordinary happenings.
ANALYSIS
The users were always directly addressed with videos, pictures, newspaper articles and illustrations. The plattform reached – with about 3000 likes on many days – significantly more than 15.000 people. This was made possible by using targeted use of advertisement as well as varying and highgraded contentposting. The cooperation with other sites, prominent personalities of the culture and politics genre and the appearance in newspapers speed up the range of the site massively and was – since day one – a central strategical goal to build up the scope as fast as possible.
POSTS
ANALYSIS
Instagram users commonly interact with for them interesting sites and are therefore the ideal multiplicators to increase ones range. The stories and highlights were especially made for this reason.
In these stories we posted self produced videos and made it possible for politicans to promote the plattform. Every day three posts with different topics were posted. The first post of the day was an illustration to either effect an interaction or the purchase of a coupon. The second post was an extern voice of a prominent personality or someone from the press. Every day was closed with an update of the day to inform about the newest developement and to further raise the inspiration for the project.
WEBDESIGN
LANDING PAGE
CITY OVERVIEW PAGE
SHOP EXAMPLE PAGE
TEAM PAGE
PRESS PAGE
REGISTRATION PAGE
FAQ PAGE
SOCIAL MEDIA MARKETING