THE CLIENT<\/h2>\n
Photosynthesis offers photo and video equipment for both amateurs and professionals. The brand is built around the idea of being a place for photography, people, and ideas.<\/p>\n
In addition to maintaining extensive stock availability, Photosynthesis is consistently among the first distributors in Bulgaria to offer the latest equipment models in the niche. The company operates two physical locations \u2014 in Sofia and Varna \u2014 and has established a significant market presence in the digital space in recent years.<\/p>\n
THE PROBLEM<\/h2>\n
The main challenge for the new campaign was the need to build on the strong marketing and business performance achieved in previous years, including improving the results of the 2022 Black Friday campaign.<\/p>\n
THE TASK<\/h2>\n
Our objective was to present the promotional offers for the period in the most engaging way possible, without shifting the focus away from the brand or the products themselves.<\/p>\n
THE APPROACH<\/h2>\n
Since we already had digital assets from previous campaigns, we were able to incorporate a variety of formats across our proven core channels, including:<\/p>\n
- \n
- Performance Max<\/li>\n
- Demand Gen<\/li>\n
- YouTube<\/li>\n<\/ul>\n
Alongside these, we also relied on established high-performing channels such as:<\/p>\n
- \n
- Google Search<\/li>\n
- Google Display<\/li>\n
- Email Marketing<\/li>\n<\/ul>\n
We divided the campaign into several phases.<\/p>\n
<\/p>\n
- \n
- Teaser Phase<\/strong><\/li>\n<\/ol>\n
We created a separate landing page through which we aimed to collect leads to be used in the next (Live) phase. This approach allowed us to add value to the experience of registered users by giving them the advantage of unlocking the offers before everyone else.<\/p>\n
Active formats during this phase were:<\/p>\n
- \n
- Facebook:<\/strong> Video, Banner, Story<\/li>\n
- Google Ads:<\/strong> Demand Gen, Performance Max<\/li>\n
- Email Marketing:<\/strong> Newsletter campaigns<\/li>\n<\/ul>\n
<\/p>\n
- \n
- Live Phase<\/strong><\/li>\n<\/ol>\n
During the Live phase, we activated the Black Friday offers with the goal of generating the maximum possible number of sales.<\/p>\n
Active formats during this phase:<\/p>\n
- \n
- Facebook:<\/strong> Banner ads, Carousel ads featuring different discount groups targeted to the most relevant audiences based on interests and previous campaign behavior<\/li>\n
- Google Ads:<\/strong> Search, Performance Max, Demand Gen campaigns optimized using accumulated audience and lead data<\/li>\n
- Email Marketing:<\/strong> Newsletter campaigns<\/li>\n<\/ul>\n
<\/p>\n
- \n
- Reminder Phase<\/strong><\/li>\n<\/ol>\n
As the name suggests, the goal of this stage was to remind users that the promotional period was ending and that this was their final opportunity to take advantage of the offers.<\/p>\n
Active formats during this phase:<\/p>\n
- \n
- Google Ads:<\/strong> Performance Max, Demand Gen, Search campaigns excluding users who had already converted<\/li>\n
- Email Marketing:<\/strong> Reminder newsletters<\/li>\n<\/ul>\n
WHAT WE ACTUALLY DID \u2013 DETAILED APPROACH
<\/b><\/h2>\n<\/h3>\n
Formats, Audiences, and Messaging<\/h3>\n
We aimed to integrate the newer automated formats as effectively as possible to discover additional audiences outside our clearly defined segments through:<\/p>\n
- \n
- Performance Max and Demand Gen campaigns in Google Ads, both highly automated in terms of creatives and audience targeting<\/li>\n
- Automated email flows for users registered during the Teaser phase<\/li>\n
- Additional settings such as \u201cTargeting Expansion,\u201d \u201cSeasonality Adjustments,\u201d and \u201cSearch Themes\u201d in Google Ads<\/li>\n<\/ul>\n
Due to the specifics of the brand and the large product catalog, we relied heavily on DSA (Dynamic Search Ads) campaigns alongside keyword-based campaigns.<\/p>\n
- \n
- DSA campaigns played a particularly important role in our strategy, proving highly effective because of the wide product range and dynamic search demand. At the same time, keyword campaigns helped us maintain strong visibility for strategically important searches.<\/li>\n
- We analyzed search behavior across different product categories daily, allowing us to optimize budget allocation according to current demand and user interest. This ensured highly efficient budget spending while maximizing product visibility and reach.<\/li>\n
- We also monitored key metrics daily, including impression share and lost impression share due to budget limitations. These insights helped us continuously improve campaign efficiency, maximize ROI, and maintain a competitive market presence.<\/li>\n<\/ul>\n
Our key message relied on a play on words designed to provoke interest while maintaining direct and clear communication appropriate for a professional audience.<\/p>\n
What does every photo and video professional strive for? Capturing the perfect moment. To achieve that, they must stay focused behind the lens and use the right equipment. That is where they meet Photosynthesis and its promotional offers.<\/p>\n
This led us to unify all channels under the key message:<\/p>\n
\u201cDon\u2019t Lose Focus of the Offers\u201d<\/em><\/p>\n
We adapted the message across channels and formats while keeping it relevant throughout the campaign phases. Variations such as \u201cDiscounts Are in Focus\u201d helped maintain consistency without becoming repetitive.<\/p>\n
THE CHALLENGES<\/h2>\n
The main challenges during the campaign included:<\/p>\n
- \n
- Increased advertising noise caused by numerous Black Friday campaigns<\/li>\n
- Strong competition from already established brands in the photo and video equipment segment<\/li>\n
- Rising cost-per-click levels driven by RTB (real-time bidding) competition and more aggressive advertising activity<\/li>\n
- Integrating the core message across channels and formats with varying levels of automation and creative flexibility<\/li>\n
- The need for rapid campaign adjustments based on real-time advertising performance metrics<\/li>\n<\/ul>\n
Performance Max:<\/p>\n
[\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/07\/5_ok.png” title_text=”5_ok” _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/07\/2_ok.png” title_text=”2_ok” _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/07\/3_ok.png” title_text=”3_ok” _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/07\/4_ok.png” title_text=”4_ok” _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”text” module_class=”pa-bullet-list-1″ _builder_version=”4.22.2″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ global_colors_info=”{}”]<\/p>\n
Facebook banner:<\/p>\n
[\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/07\/5_ok.png” title_text=”5_ok” _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”text” module_class=”pa-bullet-list-1″ _builder_version=”4.22.2″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ global_colors_info=”{}”]<\/p>\n
Carousel:<\/p>\n
[\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/07\/6_ok.png” title_text=”6_ok” _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”text” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
WHAT WE ACHIEVED<\/h2>\n
The following results are compared to the same period in 2022:<\/p>\n
<\/p>\n
- \n
- Google ROAS \u2013 5291.96%<\/li>\n
- Facebook ROAS \u2013 2179.90%<\/li>\n
- Email ROAS \u2013 22712.56%<\/li>\n
- Turnover \u2014 doubled compared to the same period in 2023<\/li>\n<\/ul>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” _builder_version=”4.18.0″ _module_preset=”59cafe43-3129-4c20-9535-c222b6cd632d” collapsed=”off” global_colors_info=”{}”][et_pb_row admin_label=”Contents” _builder_version=”4.16″ _module_preset=”12df3daa-ee7c-4514-99a9-e41cd7b471aa” locked=”off” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” custom_padding_tablet=”” custom_padding_phone=”|||5vw|false|false” custom_padding_last_edited=”on|phone” global_colors_info=”{}”][et_pb_video src=”https:\/\/youtu.be\/eOnzPgkrfC0?si=LGO_pKg8PMpxRx3C” _builder_version=”4.22.2″ _module_preset=”b2850611-b73f-4c26-ab35-4f9fc8dbc112″ global_colors_info=”{}”][\/et_pb_video][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” disabled_on=”off|off|off” admin_label=”Case studies” _builder_version=”4.18.0″ _module_preset=”default” z_index=”1″ width=”100%” max_width=”100%” min_height=”60vh” min_height_tablet=”” min_height_phone=”” min_height_last_edited=”on|tablet” custom_margin=”||0px||false|false” custom_padding=”0px||0px||false|false” pac_drh_column_numbers_tablet=”pac_drh_tab_col_one” pac_drh_column_numbers_phone=”pac_drh_phone_col_one” saved_tabs=”all” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”1_2″ module_class=”second-column” disabled_on=”off|off|off” _builder_version=”4.16″ _module_preset=”default” background_color_gradient_direction=”145deg” z_index=”10″ custom_padding=”||||false|false” custom_padding_tablet=”||0px|0vw|false|false” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” pac_drh_add_staking_order_mob=”pac_drh_order_mob_two” global_colors_info=”{}”][et_pb_text admin_label=”Text” _builder_version=”4.16″ _module_preset=”ce12ef05-ebcf-49c6-b245-261aed6e2944″ background_enable_color=”off” width=”60vw” width_tablet=”100%” width_phone=”” width_last_edited=”on|tablet” custom_margin=”10vh||5vh||false|false” custom_margin_tablet=”0px||5vh||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||||true|false” custom_padding_tablet=”0px|17vw|0px|0px|true|false” custom_padding_phone=”|10vw|||true|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”]<\/p>\n
superHUMAN PORTFOLIO<\/h2>\n
[\/et_pb_text][et_pb_text module_id=”case-studies” _builder_version=”4.18.0″ _module_preset=”default” link_font=”||||on|||#FFFFFF|” link_text_color=”#FFFFFF” width=”70vw” width_tablet=”” width_phone=”85vw” width_last_edited=”on|phone” custom_css_main_element=”margin-left: -7vw!important;” global_colors_info=”{}” custom_css_main_element_last_edited=”on|desktop” custom_css_main_element_phone=”margin-left: 0!important;||” custom_css_main_element_tablet=”margin-left: -7vw!important;”]<\/p>\n\n
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- \n
- \n
- Email Marketing:<\/strong> Reminder newsletters<\/li>\n<\/ul>\n
- Google Ads:<\/strong> Performance Max, Demand Gen, Search campaigns excluding users who had already converted<\/li>\n
- Google Ads:<\/strong> Search, Performance Max, Demand Gen campaigns optimized using accumulated audience and lead data<\/li>\n
- Facebook:<\/strong> Banner ads, Carousel ads featuring different discount groups targeted to the most relevant audiences based on interests and previous campaign behavior<\/li>\n
- Google Ads:<\/strong> Demand Gen, Performance Max<\/li>\n
- Facebook:<\/strong> Video, Banner, Story<\/li>\n
- Teaser Phase<\/strong><\/li>\n<\/ol>\n