“ADEL” Pharmacy Chain
Case: SMM Promotion for the “ADEL” Pharmacy Chain
Service: Comprehensive SMM promotion, including SMM strategy development, design, copywriting, targeted advertising, moderation, and influencer collaboration.
ADEL Pharmacy is one of the largest pharmacy chains in Belarus.
ADEL Pharmacy is one of the largest pharmacy chains in Belarus.
Goals
Result
- Increase the loyalty of the target audience toward the ADEL pharmacy chain.
- Build an engaged community around the brand on social media.
- Increase the amount of feedback from users.
- Increase the number of leads.
We won 1st place in the international competition “MEDIALIDER-2018” in the nomination “Best Social Media Group/Page for Clients.” 🏆.
Types of content for the ADEL pharmacy chain that helped us build a successful brand community on social media:
Useful Tips and “Must-Have” Checklists:
This section included advice on disease prevention and strengthening health. All articles were reviewed by qualified medical professionals before publication.
This section included advice on disease prevention and strengthening health. All articles were reviewed by qualified medical professionals before publication.
Together with specialists, we selected one healthy habit (for example, exercising) and integrated it into everyday life. For 21 days, participants posted photos of their participation in their feed or Stories using the hashtag #adel_marathon. Those who successfully completed the marathon received prizes. 🏆
We invited well-known and successful Belarusians to share what a healthy lifestyle means to them and what healthy habits they follow. Short video interviews with useful and engaging insights were published weekly on the ADEL pharmacy pages.
Healthy Habit Marathons
Special Project “A Healthy Attitude to Life”
The client invited specialists from various medical fields, and we hosted live sessions with them on Instagram. All consultations were later published on the ADEL pharmacy’s IGTV channel on Instagram. 📱🎥
Polls, tests, and quizzes in Stories on topics such as health, sports, and self-care helped us maintain and increase audience engagement.
Live Consultations
Polls, Tests, and Quizzes
Workflow
Strategy & Content Production
Social Media Promotion
Community Management
& Moderation
& Moderation
At the first stage, we developed a clear SMM strategy for the ADEL pharmacy chain, focusing on building trust and strengthening brand loyalty.
The main promotion channels were Instagram and Facebook, where we built an active brand community.
We attracted new audiences through:
• targeted advertising campaigns
• influencer collaborations
• giveaways and interactive activities
• Stories engagement tools such as polls, quizzes, and tests
We attracted new audiences through:
• targeted advertising campaigns
• influencer collaborations
• giveaways and interactive activities
• Stories engagement tools such as polls, quizzes, and tests
Daily moderation ensured continuous communication with the audience and helped maintain a positive brand reputation.
Our team processed all incoming messages and comments promptly.
We actively engaged with users by answering questions, providing product guidance, and supporting discussions.
Both positive and negative feedback were handled professionally, helping strengthen customer trust and loyalty to the ADEL brand.
Our team processed all incoming messages and comments promptly.
We actively engaged with users by answering questions, providing product guidance, and supporting discussions.
Both positive and negative feedback were handled professionally, helping strengthen customer trust and loyalty to the ADEL brand.
Step 1
Step 2
Step 3
Influencer Project: “A Healthy Attitude to Life”
To promote the idea of a healthy lifestyle, we launched a special collaboration with some of the most popular influencers. Together with ADEL Pharmacy, we created a series of engaging video stories where bloggers shared their personal views on maintaining a healthy attitude to life.
Results
255 201
32 791
8507
1093
Monthly post reach
Monthl stories reach
Average daily post reach
Average daily reach of stories
Instagram account results and performance.
Current monthly statistics for the Instagram account of ADEL:
Current monthly statistics for the Instagram account of ADEL:
Results
+576
3.2%
3.51%
46.03%
Average monthly growth of target subscribers
Engagement Rate (ER) per month
Engagement relative to reach per month
Average post reach to monthly subscribers ratio
Instagram account results and performance.
Current monthly statistics for the Instagram account and VK account:
Current monthly statistics for the Instagram account and VK account:
Subscriber dynamics for the month
Results of targeted advertising
$285
1754
199 599
0,56$
Sum
likes
Reach
Cost of 1 subscriber
1,43$
1358
CPM
comments
Results of the garage door advertising campaign. Promotion period: July 2018 to November 2025. The audience was led to a quiz.
Summary
- Through a structured content and promotion strategy, the Instagram account was transformed into a consistent communication and lead-generation channel.
- Targeted advertising campaigns delivered 199K+ reach with a $285 budget, achieving a $0.56 cost per subscriber and generating over 1,300 user interactions.
- The account now maintains stable organic performance with +506 average monthly follower growth, 3.2–3.5% engagement rate, and 255K+ monthly reach.
- The profile functions as a fully operational brand platform
Client review
Regina Arakelova
Brand Director, ADEL
The SM2 team showed a high level of professionalism and creativity. The video content and social media materials they produced helped make our pages more engaging and valuable for our audience.
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