We present you our case study in connection with one of the largest Investor events.

The fifth consecutive “Pregnancy and Child Health Forum” is one of the largest and most recognizable forums of this nature, which this year managed to gather nearly 2,000 guests in two days.


Investor needed professionals to help them with targeted promotion of this year’s (2016) Pregnancy and Child Health Forum on Google and Facebook to relevant audiences consisting of expectant and current mothers. The other channels they used were radios and banners on the band’s websites. They also relied on media partnerships. Our role was to be a trusted partner who, in addition to advising them, had the task of preparing and monitoring the implementation of the strategy on Google and Facebook, as well as the achievement of pre-set performance goals.


To achieve the set goal, we used:


1 1
  • Promotion on the Google Display Network with relevant visual and textual content leading to the event page;
  • Facebook banners leading to the site;
  • Remarketing to anyone who has been on the site but has not declared their presence;
  • Mailing to participants from previous years (who achieved good results).

Our strategy included serious segmentation of audiences and their division into various relevant sub-targets such as:

  • Mothers of children up to 4 years;
  • Pregnant women and those with interests related to pregnancy;
  • Targeting women by relevant interests;
  • Similar and Lookalike audiences (audiences similar to those who visited the site – with similar demographics and interests). They also worked more than well.

The segmented targeting helped us track the funnels more easily and showed us which target and which channel worked best. For example, thanks to segmentation, we found that although we had the most clicks from the “pregnant women” target, their subscriptions were among the lowest.

Also, thanks to the aforementioned approach, we subsequently had the opportunity to exclude certain audiences and leave only the best converters in order to provide as many participants as possible.

In the last days of the event we replaced the banner content and their messages with ones that create the so-called. “Sense of urgency” of the user, mentioning ” limited places ” or that ” there are only 5 days until the end of the recording “. 

A special Facebook page was created to bring together people who are interested in the forum and give them information about the event, speakers, sponsors. We also used it as a place where people could ask their questions and get a quick and adequate answer. 


At the end of the two-month advertising campaign “Pregnancy and Child Health Forum” gathered nearly 2,000 participants, including:

This sets a record number of visits well over previous years. For comparison – the first event in 2013 was attended by 200 guests.

The quick feedback provided by the advertisement and the constant monitoring of the registrations suggested that the hall would be full. This helped Investor to find as many brands as possible to sponsor the forum and attend the event with their stand. Their total number was 28, which is significantly more than in previous years, and among them stood out names such as Lidl, Philips Avent, Mutsy, NUK and Henkel.

In order to show how valuable the audience is, in addition to children’s playground and catering, for the convenience of those present were built:

  • A breastfeeding area – built by Philips Avent – the area was located in the hall so that the ladies would not miss the lectures. All the necessary conditions for the complete comfort and tranquility of the nursing mothers were provided.
  • Swaddle area – built by Lidl – they promoted their own brand of diapers and wet wipes “Toujours”, providing their products free of charge so that mothers can try them.

This year was also marked by the presence of even more interesting lecturers, as well as important partnerships with some of the largest hospitals in Sofia – Alexandrovska and Mother’s Home.
A strong exhibition was prepared for the sponsors themselves so that they could present their strengths. They themselves had the opportunity to carry out commercial activities and to position themselves in terms of image through two big raffles. Due to the large scope of the media group, the partners also received strong coverage.


From a performance point of view, the results are as follows – an average high cost per click of € 0.04, and reaching 1000 people cost us € 0.94 . Given the strategy we set as the basis of our approach, we had the opportunity to test different audiences, and this gave us information about which channel presented itself and how. Subsequently, we optimized all costs to the maximum. We can also boast that we have managed to show that Google and Facebook are great platforms that can be most effective for performance advertising with the right strategy and execution.

If this case study with concrete results has intrigued you – you probably want to know more about our approach. We offer you to meet to discuss whether and how your business can be influenced by a well-established digital marketing strategy and well-implemented communication, taking into account your business and marketing goals. When we work together, we will create a concept tailored to your current and future digital assets, and last but not least, we will commit to concrete results. We will be committed to the realization of digital assets and advertising and you will receive detailed reports on consumer behavior and advertising communication costs. If you like this approach, you can send us an inquiry through our intuitive inquiry form , in which you choose with a few clicks exactly how we can be useful to you. Then we are on the move ????


  • Xplora CaseStudy BONI thumbnail
    The path to successful development of Bonnie's digital advertising presence - goals, processes, testing and results

    "Boni is the largest pig producer with 7 pig farms, a slaughterhouse, 2 meat processing plants and 2 own brands. Their production covers everything from A to Z and in the last 30 years they have firmly established themselves in the FMCG market.

    Read more
  • Xplora CaseStudy Gedeon thumbnail
    Campaigns with a cause or how we managed to engage ladies with educational content

    Gedeon Richter is a specialty pharmaceutical company with a focus on women's health that has combined tradition and innovation in pharmaceutical manufacturing for more than 120 years. With its widely recognised expertise and comprehensive product range, Gedeon Richter is a major player in the field of women's health.

    Read more
  • Xplora CaseStudy Aladin thumbnail 1
    Approach and strategy for the successful development of Aladin Foods TikTok profile

    After we successfully showed you in our previous case study how we optimized the advertising on the dunar funnel of our long-time partner Aladin Foods and increased ROAS to a 4-digit value, it's the turn of consumer engagement.

    Read more
  • Xplora CaseStudy TAT thumbnail
    TAT | #TATasty influencer recipes

    Undoubtedly, the most important part in planning the campaign was the selection of influencers. With the TAT team, we selected content creators who possess enviable skills in jar opening and cooking in the kitchen.

    Read more
  • Xplora CaseStudy Spoko thumbnail
    Changing generations - entering new platforms

    Spoko Waffles is one of the boldest clients we have worked with. Over the years that we’ve been creating content for them, we’ve been able to gain their trust and they’ve given us space to be creative. Together we built the brand’s Instagram account, creating fun content that was just right for their audience.

    Read more
  • Xplora CaseStudy Kozarev thumbnail
    How does culinary photography tell stories?

    The specificity of the product allows us to unleash our culinary imagination constantly. Everyone knows that love passes through the stomach. With Kozarev products and the stories told in our culinary photography, smell the authentic taste of an irresistible dinner, delight the palate with lunch or a healthy snack.

    Read more
  • Toyota Case Study carousel
    Toyota Hybrid - I know why

    Our customer Toyota Balkans turned to us to achieve one of the most important goals of the company for 2016 - 100% increase in sales of the company's range of hybrid cars.

    Read more
  • IUVO Case Study carousel
    Direct response and lead generation campaign for IUVO GROUP OŰ Estonia

    Our client IUVO GROUP OŰ Estonia turned to us with a great challenge - presenting a new investment opportunity for Bulgaria - peer-to-peer. THE TASK The aim of the campaign was to present the platform to the most relevant audience, to gather a sufficient number of leads from interested target users and to create expectations for the next phase.

    Read more
  • Acera Case Study carousel
    When investing in Google advertising carries an ROI of the advertising budget for the year and a half ahead

    The business model of our agency is to have long-term relationships with clients - we go into the details of business and marketing needs, and then we start with services that will add the most value in a short time. If we do well, we know we will have a long-term business with this client and together we will develop and upgrade its digital ecosystem.

    Read more

If you want to watch fresh videos and case studies from us, sign up for our YouTube channel 🙂