targeted advertising
Water factory
Purification and delivery of bottled water
Water factory - healthy waterThe company is engaged in the purification of drinking water using reverse osmosis and its delivery to houses and apartments.
задача:Attracting new and returning old customers to the online store, promoting the delivery of water in 19-liter bottles.
initial data:Previously, there were no advertising launches on social networks.
Area of work: Kyiv, Chernihiv.
what they did:1. Strategy development
Initially, the main goal of the client was to attract customers to the online store in order to sell various items of water in small containers. To do this, we used the following advertising approaches: website conversions, reach posts with promotional codes, and catalog sales. The last ad target performed the best.
The client identified 4 priority areas for which audience segmentation was required:
a general campaign for a water supermarket - a wide audience;
medicinal mineral water - an audience with interests related to health;
water for children 0+ - an audience of parents;
water of well-known brands - an audience of engaged buyers.
The highest clickability was recorded according to the catalog with medicinal water.
The next stage in the development of advertising campaigns was the promotion of bottled water delivery services in Kyiv, the Dnieper, Kharkov, Odessa and the White Church.
For a more accurate understanding of the profitability of traffic from social networks, the goal was chosen - lead generation.
2. Working with audiences
The main task was to attract new customers, so we created a negative audience so that advertising was not shown to existing customers.
Also, after collecting a sufficient base, they launched advertising to return inactive customers. Even taking into account the fact that the audience was quite narrow - less than 10,000 people, we managed to collect 95 leads with an average cost of $4, thereby extending the client's LTV.
Also, to scale the number of leads, we used audience segmentation by various interests, with individualized communication for each. This approach helped to get an additional number of leads, but the audience quickly burned out.
3. Working with ad formats and lead forms
Lead forms with autocompletion and additional questions were used to direct water delivery. The first option gave a cheaper cost per lead, but the conversion to order was lower: 30% for autofill and 45% for a lead form with additional questions.
As part of the work with creatives, we used ordinary static banners, a carousel and stories. The last placement has the highest performance. At the same time, additional information about the promotion was added to the text of the lead form so as not to overload the creative itself with text.
результаты:
271 days
duration of the project
4673
number of applications per period
$ 4,22
average cost of an application
$ 64
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