Client: BOFORT, a company that manufactures and sells slats and panels made of natural wood for walls, as well as tabletops, stairs, partitions; has three offline showrooms (two in Kyiv and one in Lviv), as well as an online store.
Problems:
– high cost of the product;
– long decision-making cycle;
– competitive niche in which the brand needs to be presented favorably;
– insufficient brand awareness.
Term: 7 months
The team faced the following tasks:
SMM specialists developed a content strategy with an updated design concept and TOV, forming a clear association with home comfort, stylish interior and exterior.
The following principles were maintained in the construction of the feed: minimalism, warm colors, maximum live content, but adapted for Instagram. The texts used a friendly presentation without complex terminology. We also decided to add a clear call to action to the texts: call by phone, write in private messages, etc.
During the period of cooperation with the brand, our specialists managed to visit all BOFORT showrooms, in particular, in Lviv and at the production facility in Zhytomyr. Once they even visited the site of one of the customers, where a team of fitters was installing wooden panels manufactured by BOFORT. The client was also willing to meet us halfway and send us the content they had filmed for Instagram.
This allowed us to fully show the work process, the installation of products at customer sites, and the beauty of each BOFORT product made of natural wood. In addition, the owner of the company willingly took part in the filming of expert Reels, which was well received by the audience, and thus helped his brand «humanize» and become more open.
Thanks to the promotion, the number of subscribers increased by more than 60%: from 2,459 to 3,970. However, despite the paid promotion, the page subscribers were already active: they interacted with posts and stories, liked them, and asked about product prices in the comments.
With the help of paid promotion, as well as carousel and Reels posting, the reach has tripled.
The strategy update and fruitful work on live content have made the brand page not just visually attractive and modern. The client’s Instagram looks cozy and literally saturated with photos and videos of various brand products, the color of their textures and their embodiment in finished projects throughout Ukraine.
Targeted advertising: how to reduce the budget by 23% with the help of audience segmentation and optimization and doubled the number of target leads in such conditions
Our agency's targeting specialists focused on:
Several target audience segments were identified for targeting:
general;
designers and architects;
families with children and recently moved families;
female entrepreneurs.
After the first test launch, we received a large number of leads at a low price, but the quality of the leads was also low – about 15% of the targeted ones. Most of the leads were looking for cheap MDF/chipboard rails.
In order to reduce the workload of managers and increase the quality of target leads, it was decided to improve the landing page and advertising banners: on the client’s web resource, the call to action was changed from «Find out the price» to «Get a quote», and in the advertising banners, the emphasis was strengthened on premium, emphasizing the company’s professionalism in the production and creation of unique design solutions.
Before:
After:
After preparing new personalized banners, we divided the campaigns by offers, where we differentiated the target audience based on the development of a customer portrait for each product.
During the entire period of work, with the help of the efforts of targeted advertising specialists, we managed to get:
– impressions – 3 696 879;
– reach – 1 093 250;
– leads – 4 592.
During the entire period of cooperation, we also managed to more than double the percentage of targeted applications in the B2C segment; thanks to precise audience segmentation, we were able to find B2B clients who were no less valuable to the client.
Before launching, it is important to clearly convey the value of the product, show its differences from cheap analogues and build trust in the brand. The success of the promotion directly depended on high-quality content, correct targeting and working with the audience through retargeting and warming up.
Joint work on the promotion of the project showed that the combination of SMM and targeted advertising is an effective tool for achieving the client’s business goals
Integration of updated content formats helped attract more users and increase their interaction with the brand page. Testing various audience segments and creating relevant creatives allowed us to significantly increase the effectiveness of advertising, in particular, reduce costs and increase the number of subscribers and leads.
Thanks to consistent promotion, the manufacturer’s brand not only became better known online, but also strengthened its image, emphasizing quality and professionalism. The developed and successfully implemented strategy not only increased interest in the client’s products, but also led to an increase in the number of orders, which had a positive impact on the profitability of the business.
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