Digital marketing strategies for increasing brand awareness: A case study of Silpo

Kiril Sukhov

Bakalářská práce

Abstract:

This bachelor thesis examines how digital marketing strategies are communicated in food retail with a focus on brand awareness, using the Ukrainian retail chain Silpo as a case study. The aim is to identify recurring content themes and observable communication elements in Silpo’s digital communication that are relevant to brand-awareness-oriented messaging. The theoretical part defines digital marketing, brand awareness, and key strategy categories relevant to retail communication (online advertising, loyalty programs, gamification, content marketing, and influencer marketing). The practical part applies a structured observational approach to Silpo’s official YouTube content. The main observation period covers October-December 2024 and is complemented by a reference snapshot from May-June 2022 to enable a limited descriptive comparison over time. Each selected video was coded by format and thematic category (price/discount, product/assortment, loyalty/app, brand/entertainment), and the presence of brand cues and calls-to-action was recorded. Publicly visible performance indicators, primarily view counts, were captured descriptively. In addition, the website and mobile application were mapped descriptively as contextual owned-media touchpoints, without item-level coding or cross-platform quantitative comparison. Consistent use of brand identifiers and calls-to-action across the sampled YouTube content is indicated by the findings. In the October-December 2024 sample, price and discount communication dominates the thematic mix, while the May-June 2022 snapshot shows a stronger relative presence of loyalty/app messaging alongside price-oriented content. Recommendations focus on strengthening the execution of short-form video content on YouTube and improving the clarity and consistency of calls-to-action. Future work may extend systematic, item-level analysis beyond YouTube to additional platforms and touchpoints.

Keywords

digital marketing, brand awareness, Silpo, Ukrainian retail, YouTube, content strategy, loyalty programs, gamification, customer engagement, supermarket branding

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 18. 3. 2026

Obhajoba závěrečné práce

• Vedoucí: Ing. Kristýna Kučírková, MSc
• Oponent: Jared Daniel Jacques

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Informatics