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Award-winning communication strategy for a nightlife brand
Client - GoldenCube Night Club Mostar
GoldenCube Night Club in Mostar already holds one of the leading positions in the nightlife scene in Bosnia and Herzegovina, and Dalmatia. They are widely known on social media, mainly on Facebook and Instagram, as well as TikTok which they joined later on to better connect and engage with their audience.
What sets GoldenCube apart in the region is its unique website, which allows users to make reservations for club events with only a few clicks. They have also cultivated a very positive image among their target audience across Central Bosnia, Herzegovina, and Dalmatia. This audience consists of men and women aged between 18 and 40 years old, including both millennials and generation Z.
They wanted us to help them improve their digital and social media presence in order to attract more diverse audiences and to cover wider markets, which included creating a new digital strategy, making improvements in their branding, creating content and social media strategy, advanced advertising and performance marketing, design, and copywriting for multiple purposes and platforms, from social media and advertising to certain designs for the website.
Services
- Digital strategy
- Branding
- Content strategy
- Social media strategy
- Performance marketing
- Design
- Copywriting
PROCESS AND GOALS
Our main goal was to create a complete digital strategy for social media, PR and influencer marketing, performance, and advertising on Meta and Google. As a part of the campaign, we also wanted to create a new slogan for the night club.
We kickstarted the process with an in-depth analysis and research. This included analyzing the client’s current social media profiles, media coverage, website, trends in the nightlife scene in the region, as well as globally, consumer segmentation, and an analysis of competitors’ strategies.
NEW SLOGAN, WHO DIS?
The next phase involved creating a slogan to serve as the foundation for the rest of the strategy. Our creative team came up with several slogan ideas, among which the winning slogan became “Zabava na CUB3” (translating to “Fun CUB3D” or “Fun on CUB3” in English). The inspiration for this slogan stemmed from the club’s name, as the word cube in Croatian resembles the concept of something being multiplied by three (you might know it as cube in the context of arithmetics and algebra). Locally, being on a “cube”, signifies peak quality, the epitome of excellence. This allowed us to play creatively with the visual aspect of the slogan. We decided to replace the ‘E’ in the word ‘cube’ with the number 3, further enhancing its symbolism.
BRANDING AND VISUAL IDENTITY
GoldenCube, as a night club brand, already had a good foundation for its branding and visual identity. Darker colors predominated visually, complemented with gold and yellow details aimed at enhancing brand recognition. This initial setup gave us a solid groundwork for our continued development of the GoldenCube branding. So, we introduced additional accent colors and visual concepts tailored for social media content.
The moodboard for social media content creation, which served as inspiration for further branding and new ideas for brand’s visual identity, incorporated bold visuals featuring geometric shapes, particularly squares and rectangles with sharp lines, highlighted by accents and details in gold, yellow, red, and purple neon colors. The typography has a bold and playful design that works great for both photo and video content on social media profiles.
SOCIAL MEDIA
Apart from using social media platforms to promote concerts and events at the GoldenCube club, we opted to initiate a trend by posting humorous and relatable content. All with the goal of engaging followers and fans and sparking a few conversations about the club.
To connect with the locals, we had to talk like them — so, local jargon and expressions specific for Mostar and Herzegovina, as well as those unique to the club itself found their way into the communication. By blending a bold, expressive, and modern visual style that resonated with our target audience, alongside funny, relatable, and engaging written content, we successfully attracted fans and built strong connections!
ADS, AD CAMPAIGNS, AND MORE ADS
Given our goal of attracting new visitors from outside Herzegovina, creating compelling advertising campaigns became imperative. So, we did exactly that.
Our primary performance and advertising formats included Meta Ads, GDN Static, GDN Responsive, and Discovery Display Ads. We launched the campaigns each time we needed to promote an event or concert at the club. The results were impressive: Meta sponsored posts reached nearly 11,000 users, while Meta Ads for events reached over 95,000 users, resulting in 460 new reservations. Moreover, Google Ads for upcoming events gained more than 1.5 million impressions.
RESULTS IN 3, 2, 1…
Our work for GoldenCube Night Club Mostar truly paid off! Not only did we achieve the goals set at the beginning of our collaboration but also exceeded several of them, including setting new standards in the regional nightlife scene, strengthening brand awareness and recognition, creating strong relationships with fans, and strategically positioning the brand as intended. All this was recognized and won us the No Limit 2023 Silver Award in the Communication on Social Media category!
If you want to see what we accomplished during six months of our collaboration with GoldenCube, and how we earned the Silver No Limit award, watch this 2-minute video. But beware – the happy hour might start earlier than you expected.