Business School of the New Economy Superludi
In the framework of studying the product, communicating with the client and analyzing competitors, we defined the core audience — young girls and parents of children from 4 to 15 years old. Men, looking for pajamas as presents, also became active over the holiday periods.
At the launch of ads campaigns, the client had already developed a full-fledged online shop with Facebook pixel and set up events, which enabled it to immediately launch with the campaign for «Conversion» and connect campaigns for those who had visited the site before, but didn’t check out with a purchase.
Proceeding from the target audience, we worked out the following communication messages:
The main problem in the development of materials was that there were too little photos of products initially, some of them contained Asian people images, which was unsuited for Ukrainian market. Subsequently, the problem was solved by professional photo shoots.
According to the technical task, the client’s developer prepared a product feed, which made it possible to significantly expand a set of tools for ads on the website:
When the audiences by interest began to gradually burn out and updating creatives no longer result in positive results, we switched to advertising to a wider audience of girls aged 23–45 without targeting their interests. Thus we didn’t limit Facebook’s algorithms, giving it maximum room for those who are more likely to purchase our product. Based on user’ reactions to the ads, Facebook shall target the proper groups of users and direct the impressions on them in order to get the maximum effect resulting in lead forms and sales.
During the project we achieved the following results: