targeted advertising
Keratime
Network of beauty salons in Poland
Keratime - time to think about hairBeauty salons are engaged in keratin hair straightening, eyebrow correction and manicure. Salons operate in Warsaw, Krakow, Wroclaw, Katowice.
task:To provide a monthly attraction of 120 new clients to each salon, at the lowest price. In total, it is necessary to attract from 480 new customers.
initial data:Previously, the client ran ads with the help of a freelancer. The ad was launched with the “Traffic” bidding strategy, the audience was girls who were interested in beauty. There was no reporting and understanding of the effectiveness of advertising.
Area of work: Warsaw, Wroclaw, Krakow, Katowice. It is planned to launch in new cities.
what we did:1. Strategy development
Initially, the client launched an ad to attract someone, without a clear goal and with a budget that is not a pity to spend. At the initial analysis, the budget deficit became obvious, with a sale price of $ 4, the daily budget was up to $ 10. Audience segmentation in advertising by interests was ineffective, since by and large, all girls are interested in beauty.
Together with the customer, we created 3 main offers:
- discount for the service;
-when ordering an expensive service, a cheaper one at a discount;
- recovery efficiency;
To track the effectiveness of advertising, the client, for his part, filled out daily reporting on Facebook and Instagram requests, as well as sales. Thus, we could assess when a drawdown occurs and eliminate it promptly.
Later, such tools were introduced into advertising as:
- Chatbot on Facebook and Instagram, for quick contact with customers;
- worked out the fears of clients with the help of a free consultation and a guide for care after the procedures;
-created a website to automate the recording and unloading of managers and administrators, with a convenient calendar;
We helped to implement the idea of an upsell, so that customers ordering one service could buy either cosmetics or related services.
2. Working with audiences
Based on the analysis of advertising campaigns on Instagram and Facebook, the most effective approaches and audiences were:
- wide audience, women from 21-36
- narrow audience, women are interested in hair cosmetics (too narrow for permanent use)
- warm audience (remarketing)
-look-a-loke (similar) audience of women
3. Development of creatives
From the very beginning, we used offers that worked well according to the customer.
Later, with the help of tests, we determined the most effective offers and used them.
Video for creatives is provided by the customer, editing and graphics are done by our team.
Initially, it seemed that in order to constantly attract customers, a discount should always appear in the banner, but over time, we came to the conclusion that creatives need to be changed every 1.5 months, and advertising needs to be restarted every 4 weeks.
результаты:
240 day
duration of the project
11520
number of applications per period
$ 1,48
average cost of an application
$ 70
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