Managing digital

The Malatko case: How does the dynamic content influence the KPIs in social network?


We are engaged in SMM promotion of the brand Malatko since 2016. At that time we started the Malatko community, added information there, and during that period the brand became one of the most favorites among the employees of our office. In the summer of 2017, the brand launched a new product – the breast milk substitute. And as a result the target audience was changed. By replacing the benchmark from mothers with children up to 3 years to pregnant women (starting from the 3rd trimester of pregnancy) and mothers with children up to 2 years, the brand adjusted its positioning.

The objectives we had under the new brand positioning:

  1. With the help of the social media we wanted to strengthen the image of the brand as a leader that takes care of the babies` from the moment of birth, supports moms with advice, which is modern and always ready for communication.
  2. Without changing the project budget, we had to increase the engagement and the involvement of the community audience.


Due to the open-mindedness of the brand-team and the complete trust to our expertise, we tested and implemented several effective solutions, ranging from the changes in the content strategy to the development of the media strategy. The most interesting thing is in the details, which will be discussed later.


Over the past few years, we have obtained statistics on the popularity of various content formats among the female target audience.

We already knew that static content drives relatively similar engagement and involvement, except the fact that graphics may bring more user action. Also, dynamic content (where the motion of the objects happen) works better. Focusing on the tasks to enhance KPIs within the previously approved budget, we convinced the client to use the most effective and cost oriented animation formats (as we know, video content is more efficient, but more expensive).


We decided to give the static product posts some motion with the help of the stop motion format. We promoted posts, which are aimed at engagement, with publication on desktop and mobile platforms in the news feed. On average, such posts drive 30% more engagement, and the cost per action (CPA) – for example a click, a share or a comment – was twice cheaper. If you take into account the CPA number of views, the cost was reduced to 0.002 USD against 0.1 USD we planned.

You may see the example of the post and the rubric by following the link.


Since we work with the brand for children and with the targeted women, we decided to animate the posts of the rubric “Being parents”. It was also a good idea as the graphic content is very popular among the audience. The type of posts mentioned above we promoted not for the engagement, but for the involvement. As a result, the rubric got lower engagement and lower number of reactions in comparison to the posts with the stop motion videos. However it exceeded all the expectations in the number of clicks on the post and video views. The final CPA was twice lower than the one that the stop motion format had, and 4 times cheaper than the planned cost. Taking into account the number of video views, CPA was 0.001 USD against 0.1 planned. The effectiveness of the rubric exceeded expectations and plans for all manner of performance indicators.

You may see the example of the post and the rubric by following the link.


With the further posting of the dynamic content we noticed the amount of user reactions was reduced. Such a thing was probably caused by the fact that the audience would have rather watched the video than have reacted to it. And the second reason is that the animated content was more entertaining and defined better territory for the brand. In such a way, it provided the audience with the useful information. Therefore, we decided to restore one of the rubrics with the facts about children upbringing. The rubric is performed in the infographics style that is popular between the TA. The number of the reactions if to compare with the animated content was 3-4 times higher.

You may see the example of the post and the rubric by following the link.


Engagement rate is often computed according to the formula “the number of actions (likes, shares, comments) divided by the number of fans and the number of days within a given period.” Sometimes, instead of the number of fans, engagement is used. However, the engagement rate does not allow evaluating the level of effectiveness of the content so far. And there are several reasons why:

  1. The very indicator of the number of actions that is collected into the statistics of the community page does not take into account the number of video views and the clicks on the publication;
  2. Since August 2017 Facebook replaced the indicator of the number of actions with the indicator of the number of users involved in the community;
  3. All the content is being promoted, what means that most of the engagement is got from the outside, and not from the subscribers of the community. Therefore, it’s pointless to divide the number of actions by the number of subscribers.

Thus, to get a real picture of the situation, deriving ER was not possible. Therefore, we decided to measure the effectiveness of the content through the cost of the action CPA. We compared the CPA obtained with the number we planned to obtain and the results we got during the past patterns, and we saw how much the effectiveness was affected on  our content.

Moreover, the animated rubrics indirectly affected the other two and improved the performance by 10-20%. All of that has made the content on Facebook much more effective than it used to be, and helped us to achieve the objectives we set. However, we decided to go further, and to represent the image of the brand for babies even better. Since on Facebook we have already used all the key tools for working with the image, Instagram was to assist us.


New content formats also improved the outputs in terms of user engagement. Due to the implementation of the dynamic content, the engagement of the static rubrics also significantly increased, and the cost per 1000 involved users was optimized by 30%.

The cost of the subscriber was also decreased from 0.35 USD for one subscriber to 0.08-0.18 in different months.


“Malatko” is the brand that cares about the health of a baby from the very moment of its birth and up to 3 years, and also supports mothers during the motherhood. In order to enhance the brand recall in social networks and to focus attention on defining the brand territory in Instagram, we decided to tell the story of the baby’s development and growth from birth to up to 3 years. And also we wanted to help mothers with useful tips on baby food.
In order to implement our wishes, we used the format of a long landing page. The user goes through the development of “Malatko”, traveling through the row of bright pictures. Every new picture was a follow-up of the story, which we tell the readers.

You may learn about the community by following the link.


As a result, we overfulfilled the plan for quantitative tasks:

  1. Cost per action (CPA) was decreased by 10 times compared to the previous times, if you take into account the number of video views then the CPA decreased by 15 times!
  2. The cost per 1000 users involved (CPR) decreased by 30%.
  3. The cost of one follower (CPF) decreased from 0.35 USD up to 0,08-0,18 c.u. during the different months.

In addition, we have developed and defined the basic principles of the work with communities for the future:

  1. Dynamic content rocks! Boldly integrate it into your content strategy.
  2. Quality is much more important than quantity. Animated posts take lots of time of the creative department, but the effect is twice or even three times better compared with the static posts. Therefore in case of the provided budget that is constant, so that the brand promotion in social networks is effective, it makes sense to do less posts, but better-quality ones (they should be creative and interesting).
  3. You shouldn’t focus only on the number of reactions to the posts, but still keep it in mind. Dynamic content will give you a lot of contacts with the brand content, while static (especially graphic) posts will get more reactions.
  4. Forget about the engagement rate. You’d better focus on the cost per action (CPA). The lower it is, the more effective your content is.
  5. Use for Instagram a different approach than for the Facebook. Try to make Instagram an image platform, while Facebook should be a communication platform.

If you like the project and want the similar results, write to!