The client is a Spanish doll brand Llorens. A special aspect of this brand is a high price segment: the price of one doll runs to 500 dollars. Llorens came to us on the New Year holiday season; the client needed to increase brand awareness and also awareness of Miss Minis collection in Moscow and Saint Petersburg. Furthermore, the client wanted to increase sales on Wildberries and Ozon marketplaces. Now he turns to us seasonally; he launches ad campaigns before holidays to ensure that people buy dolls as a gift.
For the targeting of display creatives, we’ve created specialized audiences:
For that campaigns, we’ve collected and worked on semantics that relates to the Llorens brand.
We’ve selected more than 3000 children’s channels for the video ad. Also, we recorded a song and edited a video, which were used for the promotion of the Miss Minis collection. Thus, we launched an ad campaign using 4 «Llorens dolls» image videos; users watched them in a certain order.
For the display ad targeting on Instagram, we selected the audiences by socio-demographic profile: sex, age, educational background, region, social status, etc. Also, we improved video creatives for Instagram.
Apart from ad launching, we translated the Spanish website version and advertising videos into Russian language.
people — video
ad reach
the price
for one view
potential
customers
Video ad reach has succeeded 4 500 000 people from the target audience; view conversion was 60%, and 20% of users have watched the whole video. The price for one view was only 0,0002 dollars.
We’ve attracted more than 3000 potential customers to marketplaces. Conversion into the purchase was 3,5%; 90 dolls were sold after a month of ad campaigns.
We’ve achieved users’ interest: while running ad campaigns the requests number of Miss Minis dolls has increased 7,5 times.
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