TOPOVI (before rebranding: TRANSSTONE)
#SEO, #SMM, #PPC, #targeted advertising
The rebranding process can significantly affect the previously achieved results of long-term integrated promotion. Moving a website can lead to a deterioration in the SEO performance; changes in ads can worsen the effectiveness of advertising campaigns and reduce their profitability. It, in turn, will lead to a decrease in traffic, conversions, and sales, which will negatively affect overall business metrics. To prevent it from happening, you need a competent professional approach that will not only help you not to lose the results you’ve achieved but also improve them. The specialists at our digital agency know how to do it. Using the example of a case study for a TOPOVI client, we’ll show you how to improve your brand’s performance during a brand update using digital marketing tools.
TOPOVI is one of the leaders in the stone market in Ukraine, with more than 10 years of experience. During this period, the company has become a leader in the acrylic and quartz stone segments, as well as the official representative of the world’s best manufacturers. To expand its product range, the brand has also entered the field of porcelain tiles and HPL panels. In December 2023, the company decided to rebrand, including changing the name of TRANSSTONE to TOPOVI and updating its corporate colors, logo, website, and domain. With the new name, the company aims to emphasize its stable, long-term position in the Ukrainian stone market.
The client set several tasks for our specialists. Among them:
Maintain SEO positions.
Effectively communicate the brand's positioning.
Create a strong presence for the updated brand in the digital space.
In order not to lose the positions achieved before the rebranding but, on the contrary, to improve them, our specialists carried out several tasks using the following tools:
Of course, rebranding, which involves moving a website, can significantly affect the promotion results and offset previous achievements. SEO specialists at Lanet CLICK have aimed to maintain the current position of the web resource, combine two domains (trans-stone.com.ua and topovi.com.ua), and popularize the new brand online. To do it, the specialists had to:
create a checklist for the website migration;
prepare product requirements document for the new website;
check the new website before its release;
specify the domain name change in the Google Search Console (GSC);
implement a link-building strategy.
While working on the website migration and promotion, our SEO specialists performed the following actions:
Before the move, the website trans-stone.com.ua had the following indicators in November 2023:
Three months after the move (March 2023), the site received the following results:
Data from Google Search Console before the move in November 2023:
Data from Google Search Console after the move:
Comparison of organic traffic and conversions for the periods before and after the move:
As a result of the rebranding, some of the key queries from the top 3 have not regained their positions, and organic traffic has also dropped by 25%. At the same time, our experts have done their best to increase the number of conversions by 12.36%.
Nataliia Deineka, Search Engine Optimization Specialist, comments:
As a result of additional efforts aimed at updating the presence of key queries in the content part of the site, as of the beginning of the fourth month after the move, key queries are continuing to regain their positions. During the case preparation, the site's performance is growing. We continue to work on the development of the site structure and the coverage of new key requests.
Social media is a great communication channel, which our experts naturally use to tell about the rebranding and demonstrate changes in design, tone of voice, headings, etc. Thus, the following tasks were given to our SMM specialists:
to develop a new design concept that would have a unique recognizable visual style for the social media pages and implement it;
update the tone of voice;
adapt content headings and formats;
change the visual presentation of video content, including Reels.
Using Facebook and Instagram, our specialists informed the audience about the new brand name, corporate colors, and website address. Together with designers, SMM specialists created a series of posts that revealed every aspect of the rebranding in stages. In addition, our specialists actively interacted with users, responding to their comments, which helped maintain interest in the brand and keep the level of engagement high. Below, we will tell you more about each step:
We updated the visual concept of the page, including the logo, Instagram highlights, and Facebook cover, and introduced a laconic, consistent style. Among the key changes:
On the day of the rebranding, we posted a post highlighting the new unique brand proposition (USP) and talking about the company’s values after the rebranding. We managed to reach more than 8 thousand target users.
We increased the number of Reels and updated their visual presentation. In particular, for the advertising section, SMM specialists created aesthetic mood videos with decorations of brand materials or demonstrations of them in finished projects.
We adapted the expert section, highlighting unique information useful to the audience that is difficult to find in the public domain.
To expand the reputation section, we used photo and video content shot directly at the company’s locations.
The advertising section was supplemented with examples of the use of brand materials in real projects:
The texts for social media were supplemented with a clear call to action, and the tone of voice was updated to make it more friendly and light.
Number of Instagram followers before and after rebranding:
The number of Facebook followers before and after the rebranding:
Instagram page reach before and after rebranding:
Facebook page reach before and after rebranding:
Number of interactions on Instagram before and after rebranding:
Number of interactions on Facebook before and after rebranding:
Five months after the rebranding, the number of Instagram followers has increased by almost 10%, and the page’s reach has doubled. As for interactions, their number has increased by 47%. On Facebook, since the rebranding, the number of followers has doubled, the reach has increased by 65%, and interactions have increased by 86%.
Commentary by Tetiana Voinovska, social media promotion specialist:
It was due not only to the active promotion of the page but also to publishing high-quality and interesting content for different sections and using various formats. The pages now have a complete, coherent look that is consistent with the brand's positioning and emphasizes its style.
In the process of rebranding the company, including changing the name from TRANSSTONE to TOPOVI, our specialists performed several tasks related to targeted advertising to ensure the continuity of the flow of targeted leads and messages, as well as to adapt advertising materials to the new brand.
Updating ad texts
Targeted advertising specialists rewrote all the ads to reflect the new TOPOVI brand name and to match the new positioning of the company.
Updating advertising banners
New advertising banners were created using the updated visual style of the company. New messages were also taken into account, which correspond to the updated brand identity.
Update of the lead generation form
The lead generation forms were adapted. It included changes in the design of the forms as well as updating texts and sentences to match the new style and positioning of TOPOVI.
Updating welcome message templates
Experts updated the templates of welcome messages for leads to include the new brand name.
Maintaining the flow of targeted leads and messages
The main task was to ensure the continuity and stability of the flow of targeted leads and messages during the transition period. To do it, the specialists carefully monitored and adjusted advertising campaigns in real time.
Comparison of ads before and after rebranding
Before the rebranding:
After rebranding:
Despite all the difficulties associated with the need to re-optimize advertising campaigns and test new banners, we managed to maintain the same cost per lead. We reached the previous figures within a week after the rebranding, minimizing losses and maintaining a steady flow of leads.
The rebranding of TOPOVI required an integrated approach to updating contextual advertising to ensure the continuity of advertising campaigns and not to lose the previously achieved results. Below are the main tasks that our specialists performed to adapt PPC advertising to the new brand.
Updating ads
The specialists rewrote all the ad texts, adding the TOPOVI brand name and demonstrating the updated positioning of our client.
Updating the extension (logos, additional links, images)
Contextual advertising specialists updated all ad extensions to match the new brand.
Updating banners
The specialists created new banners for contextual advertising using the updated logo and corporate colors.
Informing people about the change of brand name
PPC specialists added information about the rebranding to the ad copy and banners to let users know about the change in the company’s name. It helped to avoid confusion and maintain customer trust.
Maintaining the effectiveness of PPC during website changes and campaign updates
The specialists constantly monitored and analyzed the effectiveness of advertising campaigns after they were updated. They used analytical tools to track key metrics (number of clicks, conversions, etc.) and promptly made adjustments to maintain the effectiveness of the ads.
The main focus was on the contextual display network campaigns, as the banners needed to be updated. To do it, the specialists developed two lines (the first in the color scheme of the previous site, the second in the color scheme of the new site) and conducted A/B testing. According to the results, even though the red banner had a higher cost per 1,000 impressions, it had a higher CTR and a lower cost per click.
In general, after the rebranding, we managed to increase CTR and reduce the cost per click, which indicates the successful adaptation of advertising campaigns to the new TOPOVI brand and the effective use of the advertising budget.
We managed to achieve the goal of not only maintaining our current positions, but also improving a number of indicators. Thanks to tools such as SEO, SMM, contextual, and targeted advertising, the TOPOVI brand was able to smoothly move to a new level without losing the previously achieved achievements.
So, if you feel that it’s time for qualitative changes, great results, and increased sales but are afraid of losing your achievements and wasting your budget, contact Lanet CLICK. We will provide thoughtful support for your brand upgrade and help you turn your bold idea into practical business benefits.
Order an individual consultation to discuss your project!
A good strategy, perfectly selected digital tools, and their effective application will allow the business to increase profits, grow the customer base, and form recognition and loyalty. Do you want something like that? Contact us.
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