60 leads for elite decor of private homes for the New Year
Daria Volchkova
About the project
The client is a decor studio that deals with the decor of everything - birthdays, weddings, gender parties, etc.
Before the launch of advertising - a lot of work was done, which helped to immediately see the pains and needs of the audience, with which it was worth starting an advertising campaign.
Before the launch of advertising - a lot of work was done, which helped to immediately see the pains and needs of the audience, with which it was worth starting an advertising campaign.
What was done?
- The target audience was analyzed.
- I think this is the most important thing before we start. General advertising has not worked for a long time, the audience needs to be broken down into segments and solve their pain. It's one thing to do generic creative with a beautiful video - which will show examples of decor. It seems - what could be better.
It's another thing to break down the audience into segments. Identify their main problems and needs and broadcast that we can help solve these problems
- Analyzed competitor advertisingWritten out key observations on offers, audiences and creatives
- 3 - Mapped the interests and audiences that will be systematically tested
- 4 - Analyzed quizzes that were launched by competitorsThe initial strategy was to launch advertising on the quiz.
- 5 - Carried out technical work with FacebookCreated the necessary bindings, unlocked office, tied the map, etc.
- 6 - Created a quiz on the pixel and Yandex. Metrika
- 7 - Created advertising layouts, texts and running ads.
All the preparatory work was displayed in the myna-map, where the client could always enter and see - at what stage of work. The client also kept the mind-map even after the end of the work and could use it independently.
What does the mind-map look like?
We began to work at the end of October - originally tested the advertising on the wedding decor quiz. But the result was bad. So in November we decided to start an advertising campaign for the decor of private homes for the New Year.
Paying audience
We realized that home decor for the New Year - a service that not all homeowners can afford. Our task was to find a solvent audience. For whom the price of 30,000 for renting a Christmas tree for 2 months is a small amount. Plus other decor and decorators' work. Ie. The decor was costing customers a pretty penny. Audience must be found solvent.
Initially - was tested by advertising on the elite cottage communities in and around Moscow. Was collected a list of settlements and run them on advertising. But the price per application was expensive and the Leads were of poor quality.
Therefore, we decided to test the paying audience.
The following interests were tested
- Elite jewelry brands - Bulgari, Tiffany & Co. or Cartier
- Investment related interests
- Clothing and handbag brands
- yachnitg, yacht clubs, etc.
All interests were narrowed down to homeowners.
All interests were narrowed down to homeowners.
Example of creatives:
Screenshots from ad account
Results
- Spent - 280$
Received - 60 requests
Price per request - 4,7$.
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