Summer campaign for consumers on the Black Sea coast

Our client Valmark came to us with the challenge to increase the visibility and sales of Beliema from Idelin in the summer – it being one of the strongest seasons for the product. Our strategy was to provide quality content plus segmented targeting to reach the right users at the right time.

After a thorough study of the problem that the product solves and the specifics of the audience, we decided that the main digital approach is aimed at mobile geo-targeting in the Black Sea region. This gave us a lot of recognition in a micro-moment when we know that people are very interested and use only their phones. For the purposes of the campaign, we used Facebook and Google ecosystems. The goals were significantly exceeded, we managed to reach over 550,000 target users, and our cost-per-click ranged from 0.02 to 0.01 € in the Black Sea region.

The task

To increase the visibility and sales of Beliema from Idelin in the summer, given the fact that this season is one of the strongest for the product.

The challenge

Together with the Valmark team, we had to create a strategy that allowed us to reach and, above all, engage target users at a time when they are not in their usual environment and with the usual mix of media and devices they use. The strategy and approach we had to create and implement had to be in conformity with the specifics of buying the product from the end users – from a wide network of independent outlets, where Valmark is one of the brands sold.

Approach and choice of channels

Our strategy brought together two important elements – a strong content strategy, including educational articles, videos and posts to add value, and segmented targeting to reach the right users at the right time. After a thorough study of the problem that the product solves and the specifics of the audience, we decided that the main digital approach had to be focused on mobile geo-targeting in the Black Sea region – the place where the problem of target users was most pronounced. This gave us a lot of recognition in the micro moment (consumer behavior whe if there is a specific need, they use a reflex digital device), in which we know that people are very interested and use only their phones. For the purposes of the campaign, we used Facebook and Google ecosystems.

Results

The ads on Facebook reached over 550,000 unique women, having the right demographics and interests, who realized 35,000 clicks with a maximum price of 0.02 euros per click. Geo-targeting on mobile devices at sea further optimizes the cost per click, as this audience fell to 0.01 euros at a CTR of 2%. Google campaigns generated over 18 million impressions with over half a million content interactions in the form of video views and clicks. Display banners showed over 16,000,000 with a click-through-rate CTR close to 1%. The video ad garnered over 220,000 views.

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