DigitalMust

WANDBstore – this is a Russian brand of stylish and modern plus size women’s clothing. Its collections include limited edition outerwear, business and casual wardrobe. The brand has a fairly concentrated target audience, which is difficult to find on the Internet using available targeting in advertising accounts.

Tasks

• Increase the number of orders
• Reduce the Cost Revenue Ratio to 30%

Solution

1. Image promotion for warming up the audience
In the first stage, we actively increased a new audience. In the Facebook/Instagram advertising account, we targeted ads to women with Plus Size and “Beauty” interests. We also did look-a-likes for users who interacted with WANDBstore posts on social networks and watched 95% of at least one video there over the past 180 days.

2. Launching of Conversion campaigns
Everyone who clicked on the ads, liked posts, or wrote comments under them, was transferred to a warm audience. In the same database, we included visitors to the store’s website who did not buy goods and did not add them to the cart. We also segmented the audience that was on the client’s website and interacted with posts on social networks into smaller groups.

3. Feed Campaigns
For selling more expensive or promotional clothing, we launched feed campaigns. We showed the product carousel on Facebook and Vkontakte only to those users who had interacted with the site.

Because of quarantine, the seasonality shifted and we saw the peak of sales in July (usually it is a calm period). As the brand has a limited collection, we had to quickly turn off ads with sold-out items and change them to in-stock items, said Alexey Taranov, DigitalMust CEO.

4. Scaling and Launching a Global Campaign
We launched the promotion of the global brand account in July 2020 and we are preparing to increase sales in Europe.

Results
We have increased the number of orders and the number of orders. 20% CRR across all advertising channels.

Our client is a large construction chemicals plant. In addition to production, the company is engaged in the restoration of architectural monuments and world heritage sites, so the reputation for the client is a significant intangible asset. The NDA does not allow to disclose the name of the company, but we will share the details of a successful project with pleasure.

OBJECTIVES
Increase brand awareness for 8 months, build a positive reputation in search results, set up tracking of negative mentions of the company on the Internet.

Tools: Brand Analytics reputation monitoring system, working with negative reviews, SEO, guest posting, crowd marketing, threading on forums.

SOLUTION
We have divided the project into 5 tasks, the solution of which is described below. It is worth saying that the maintenance of social networks remained completely on the client’s side.

1. MONITORING MENTIONS
2. SEARCH SERP
3. FORUMS
4. REVIEWS
5. ARTICLES

RESULT
As a result, first of all, we will give a diagram of the dynamics of search results in the format WAS – BECAME.

We have increased brand awareness for 8 months: the diagram shows an increase in the number of mentions by more than 12 times, in reality – more than 70 (manually calculated), since when building this diagram, posting of the customer is not excluded from the output. Up to 10 new discussions from brand advocates appeared on the forums every week. A positive reputation in search results is formed by 99%. There are not only positive messages, but also neutral messages in the discussions are counted, since the real picture in fact cannot consist of nothing but praise.

We talk about how to increase ticket sales to a children’s educational and game park by 3 times through targeted advertising.

Kidzania is a network of children’s educational and game parks, popular all over the world, where you can get acquainted with more than 100 professions in a playful way: from a firefighter to a perfumer. One of these centers is located in the Aviapark shopping center in Moscow.

Project Features
The target audience of the project is children, but the decision of buying tickets in most cases is made by adults: parents or givers who buy a visit to the park as a gift.

Tasks

• Increase ticket sales via the Internet;
• Reduce CPL (cost per lead).

Period: May 2019 – March 2020
Tools: contextual advertising (search and YAN), targeted advertising on Facebook, Instagram and Vkontakte, and media advertising on YouTube.

Solution
1. Audit of contextual advertising campaigns
We’ve analyzed the current contextual campaigns and found many mistakes.

2. Update campaign strategy in context
Query Clustering. We have adjusted ad groups so that they were shown continuously and for all queries there was a sufficient number of impressions. We also segmented the audience that was on the client’s website and interacted with posts on social networks into the more smaller groups.

3. Preparation and launching of YouTube media campaigns and targeted advertising on Facebook, Instagram and Vkontakte

Results

• Reduced the cost of a click by 2 times
• The profitability of the project increased by 3 times
• Project income increased by 3 times

The aim is:

• to increase sales
• with organic traffic

What we have done:

There were many technical errors on the site: pages were often duplicated and there were problems with the uniqueness of meta tags. Because of these errors, the site did not rank well in search engines. We have collected a semantic core from more than 1500 queries. We worked out product cards and optimized the content. Also created filters in wine categories.

What we are proud of during the work, we eliminated technical errors on the site. We increased the number of sales from search engines up to 70%  and brought more than 150 queries to the TOP-10.

The aim is

• to increase conversion
• and accelerate apartment sales.

What we have done:

We have launched various campaigns formats:

• In the context-media net
• Gmail campaigns
• Search campaigns
•  For mobile devices “Call Only”

We have tested more than 30 creative ideas and identified the most efficient CTA and visual. All campaigns were set up by the narrow navipoints that are situated across Moscow and Moscow region.

What we are proud of since 2017 we have increased conversion up to 17% and the number of targeted addresses up to 20%

The aim is to maintain social networks for getting to know the show, building up subscribers and native sales.

What we have done:

• Creation of content for social networks Instagram and Facebook
• Visual design of the profile
• Promotion of posts in order to increase the audience
• Work with reviews and comments

What we are proud of In two weeks, we have increased the number of subscribers from zero to 3 257.  We have received more than 8 000  interactions with content on social networks.

The aim is to attract and engage new clients in projects, increase sales of new products and enhance user loyalty.

What we have done:

1. We have developed a comprehensive strategy in social media, worked out tactics and a detailed roadmap. We have chosen brand-platforms which are suitable for promotion. Made communities, drew them and filled  with the content.
   
2. We have created a chat-bot for Facebook.  We have been promoting communities on a regular basis, monitoring and analyzing them.

What we are proud of the audience of the company's community on Facebook is over 2000 people  and receive targeted requests, moreover, request period has been reduced to 27%.