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Development and promotion of pages in social networks for online linen shop

LLC Arteko is a Russian manufacturer of bed linen under the ROCOCO brand.

The company produces bed linen sets
The initial promotion strategy in social networks was to attract users to the site. After the first month of work we decided to create groups in social networks.
The following work has been done:

Vk social network

  • Vkontakte page design
  • Making the page similar to the design of the site
  • Changing the description of the group and the pinned post
  • Filling the group with reviews, filling out reviews
  • Filling the group with a product catalog (add all bedding sets — everything that is on the site)
  • Setting up an autoresponder in the chat
  • Adding chats with questions, answers and description of the service.
  • Writing articles for the group
  • Creation of visual design (photos / animations / surveys)
  • Creating unique descriptions
  • Vkontakte (targeted advertising)
  • Setting up an advertising account
  • Analysis of competitor groups in a certain location and across Russia
  • Parsing audience from competitor accounts
  • Identification of target groups
  • Installing analytic tools on the site (VK pixel)
  • Creation of advertising visual design (photo / graphics)
  • Creation of advertising texts
  • Advertising settings for each of the selected groups and goals
  • Analysis of the data collected
  • Adjustment of advertising settings to optimize the price of adding to the cart.

Instagram

  • Instagram page design
  • Making the page design more similar to the site
  • Changing the page description
  • Creating visual design content (photos / animations)
  • Create unique descriptions
  • Filling the page with relevant stories with reviews
  • Filling the page with relevant stories with a catalog
  • Filling the page with up-to-date stories with popular queries (we arrange articles in stories)
  • Setting up an ad account
  • Analysis of competitor groups in a certain location and across Russia
  • Identification of target groups
  • Creation of advertising visual content (photo / graphics)
  • Creation of advertising texts
  • Creation of advertising settings for each of the selected groups and purposes
  • Analysis of the received data
  • Adjustment of advertising settings to optimize the price of adding to the cart
  • Creation of visual content for posts, stories, posting (monthly work)
  • Creation of advertising texts, visual content, optimization of settings, launching the advertising
  • Massfollowing

The number of visitors to the Instagram profile for the entire period

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During May the following works were completed:

  • Launching of advertising campaigns in VK (Satin collection, Dacha collection)
  • Filling the group with content about goods for the promotion
  • Design and publication of posts in VKontakte
  • Publishing posts and stories on Instagram
  • Instagram activity (likes, views of subscribers’ stories, messages to subscribers)
CampaignStatusSpent, rubShowsTransitionsCTR, %eCPC, rub
Satin Collection (May)completed804,5411687700,59911,49
Dacha collection (May)completed695,088821951,0777,31

Impressions – is how many times our ad was seen.

Transitions – is how many people have visited the site by clicking on the advertisement. CTR — is the ratio of clicks to impressions. The higher the score, the more interesting your ad is for your audience. The involvement of users of the goods of the summer cottage collection is due to the lower price of sets.

CPM or CPC — these indicators are the price per 1000 impressions or per click (depending on the type of ad). This metric shows how many advertisers are competing for an audience. In May a new ad format was also launched — a carousel, so that payment is made not for impressions, but for clicks, so we only pay for those users who are interested in the product.

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As we can see from the statistics of advertisements, users that are interested in products, visit the group and the product cards. We also made the ads more clickable by the presence of the old and the new price (reduced price). But we do not recommend launching ads and publishing only discounted products, because the audience gets used to low prices and no longer responds to the usual price, and expects a price reduction.

We recommend asking users who have purchased a product to leave reviews in the group.

Information on the group in VK

The number of group members is 2075 members. Group attendance in April:

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During April, the following works were performed:

  • Launching of advertising campaigns in VK (sets for 999 rubles, children’s sets for 999 rubles)
  • Filling the group with products for promotion
  • Design and publication of posts on VKontakte
  • Publishing posts and stories to Instagram
  • Instagram activity (likes, views of subscriber stories, messages to subscribers)
CampaignStatusSpent, rub.ShowsTransitionsCTR, %eCPC, rub.
Kits for 999 rublescompleted696,528485650,76610,71
Children kits for 999 rublescompleted795,7710528750,71210,61

Impressions — this is the number of times our ad was seen.
Click-throughs — this is the number of people who visited the site by clicking on the ad.
CTR is the ratio of clicks to impressions. The higher the score, the more interesting your ad is for your audience. From this report, we can see that sets for adults and children in April had a similar engagement.
CPC — this indicator is the price per click. This metric tells how many advertisers are competing for an audience.
In April a new ad format was launched — a carousel, so that payment was made not for impressions, but for clicks, so we only pay for those users who are interested in our product.

We consider this format to be the most effective now. Compared with previous advertising campaigns, the number of clicks is more per 1000 impressions, and the cost of the transition is the same, even cheaper.

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As you can see from the statistics of advertisements, users are interested in free transition to the group and product cards.
To attract customers, you need to ask buyers for reviews. Unpacking video reviews are also very effective. You can add a copy of the check to the review to make it more trustworthy and offer a discount for a reorder or gift for an honest review.

Information in the group in VK

The number of group members is 2071. Group attendance in April (from 14.04 to 30.04)

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Audience

Audience coverage March-April

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Instagram statistics

The number of subscribers as of 05/11/2020 — 359 people Number of views of a post.

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Reach — is a statistic indicating the number of unique users who have seen community posts.
Impressions- is a statistic showing how many times a post has been shown in the user’s feed.
Profile visit — indicates how many times there were transitions in a profile.
Clicks on a site button- is a statistic showing how many clicks on a link in a profile were on a site.
Calls — is a statistic showing how many clicks there were.

The number of subscribers increased by more than 300 people in a month. The audience responds well to private messages.

Audience

Audience reach for April-May

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The difference in audience reach in April and May is that we stretched the advertising campaign in May for a whole month. The reaching schedule is lower but more extended.

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Compared with the previous month in May women age 45 and over were active, while in April 35-45 years old were more active.

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The activity of users from other cities increased in May.

Instagram statistics

The number of subscribers for 03.06.2020 — 579 people, its 220 users more than at the beginning of the period under review (01.05.2020).
The number of views of publications — from the most popular to the least.

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Profile statistics for 12.05 to 18.05

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Profile statistics for 23.05 to 29.05

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If we compare the audience on Instagram and VK, then we can immediately highlight that in VK our audience is women from 35 and above, on Instagram, on the contrary, up to 35 is the most active. It should be concluded that the content and proposals should be different, at least the presentation. Information on publications for the period March-April. The information was provided for the month of publication, the posts for March were published in early April, because they changed the strategy — to lead users not to the site, but to groups.

MarchAprilMay
VK1114
Instagram2315
Instagra Stories7633
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Workflow in June

Instagram

  • Publishing stories (more than 15)
  • Daily manual mass following to attract new subscribers to the group
  • Sending messages to new subscribers of the group daily to increase brand awareness.
  • Launching advertisements (set up the Elama system)
  • Publication of promotional products in the feed (depends on the number of promotional products)
  • Publication of non-promotional products (publication of all new products and sets that need to be sold)
  • Publication of articles (2-3 articles)
  • Banner creation

VK

  • Adding new products to the catalog
  • Registration of the promotional catalog 1-2, depending on the number of sets for promotion
  • Publishing posts with promo goods
  • Publication of non-promotional items (depends on the number of promotional items)
  • Creation and launching the ads (publication of all new products and sets that need to be sold)
  • Publication of articles (2-3)
  • Banners creation

During the second month, the following works were completed:

  • Filling the group with information in VK (description, delivery, payment)
  • Launching the advertising campaigns (Sale 1 + 1, New satin collection)
  • Filling the group with new products and products for the promotion
  • Design and publication of posts in VKontakte
  • Page design on Instagram
  • Publishing posts on Instagram

The table below shows the indicators for advertising campaigns

CampaignStatusSpent, rub.ShowsTransitionsCTR, %eCPC, rub.
Masksenabled898,3626883390,1523,03
Promo Action 1+1=3 (last days of March)completed500,0014334540,389,25
Advertising on Satincompleted300,008593420,497,14
Promo Action 1+1=3completed2291,5950998650,1335,25

Impressions — how many times our ad was seen.

Transitions — how many people have visited the site by clicking on the advertisement.

CTR is the ratio of clicks to impressions. The higher the score, the more interesting your ad is for your audience. We see that adult sets have twice better engagement. This may indicate that the performance on children sets is worse. CPM — this indicator is the price per 1000 impressions. This indicator shows that many advertisers are competing for an audience. The audience of mothers is more expensive than the audience of adults.

After analyzing the audience that responded to ads we figured out that that there was interest for the product. The audience clicks, that means there is demand, but they do not buy. There may be several reasons:

  • 1) The audience doesn’t fully trust the brand yet
  • 2) Something prevents them from ordering (here you need to analyze whether all the information is available for ordering, most likely you need more information about brand, more articles in order to «warm up» your audience.
  • 3) Deferred demand, people like the product, they visit the site, but so far the goods are not in demand.
  • 4) Here we must consider external factors — the situation that is now all over the world, the main demand for people is essential goods.

Information in the group in VK

The number of members for 06.03.2020 is 2051 members, and the total number of users who have visited the community page in the last 30 days is more than 2000 people.

Attendance of the group for February.

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Attendance of the group for March.

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Audience

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