By DDB Brasil
Tok&Stok is the largest decoration and furniture chain in Brazil. It has 33 stores, 3 thousand
employees and more than 1 million products sold every month. With the growth of the
economy, Brazilians, especially the younger ones, are buying every time more furniture. The
search is even larger for furniture people can assemble themselves. Our challenge was to tell
this new audience that Tok&Stok's furniture is very easy to assemble. Therefore, we chose a
new and interactive way. We put the assembly instructions of Tok&Stok's furniture on a Twitter
profile. The manuals were reduced to a maximum of 140 characters, including a link to the
furniture's diagram. Consumers only have to look for the hashtag with the name of their
furniture. And then, follow the instructions.
We created a Twitter profile gathering Tok&Stok's manuals. In each tweet, instructions to
assemble furniture and a link to its corresponding diagram. All that within a maximum of 140
characters. Twitter itself was used to promote this profile's existence. We put stickers on the
furniture showcased in stores and also on its boxes, with orientations for the consumers, the
Twitter profile's address (twitter.com/manuais_tokstok) and the furniture's hashtag.
That was an innovative way of showing everyone, especially the younger, that Tok&Stok's
furniture is easy to assemble. The promotion caught the media, the current and new brand's
fans, architects, designers and those who were simply considering buying furniture's attention.
Through the social network, the relationship between company and clients was strengthened.
Whoever already had Tok&Stok's furniture gained a useful tool: to assemble it, now all they
have to do is consult Twitter. Whoever didn't know the brand, now knows how innovative and
modern it is. Finally, that was also a way of introducing Tok&Stok's concern with the
environment: each manual in 140 characters saved a sheet of paper.
Overall Rating: (6 votes)
Reviewed April 15, 2013 by mari78aad
This article has some great and useful information about this subject. Thank you for sharing it in an easy to read and understandable format. Report Inappropriate Review
Reviewed April 15, 2013 by niki13ser
I am in the middle of working on a school report on this topic and your post has helped me with the information I needed to complete it. Thanks. How To BlogReport Inappropriate Review
Reviewed April 11, 2013 by rosieReport Inappropriate Review
Reviewed December 30, 2012 by james
I think this is so good to see that you post all the info that the customer needs is on twitter. They will always have access to this info when they want. This makes this so good. Toronto short term rentalReport Inappropriate Review