Digital advertising campaign

Promote a new online shop of kids goods.

Mama Kupi is one of the largest online markets of children goods in Ukraine, that is developed taking into account all new trends and wishes of young parents for comfortable shopping, without leaving home.

After analyzing the market, we decided to use following methods: content marketing, contextual advertising, advertising on facebook and instagram, price-aggregators, mailing, crowd i SERM. Within available budget we increased the number of sessions on the site from 100 to more than 1,500 a day. After our start, 261,377 users were using the site, with 423,431 sessions.

Start of work — March 3, 2017



The numbers



The effectiveness of contextual advertising

To determine the effectiveness of chosen strategy and methods, we have set up clear KPIs in the form of increased revenue, payback on advertising investments, increasing the number of transactions on the site, SMS with emoticons from the client. ROMI is 110.85%.

Advertising campaigns have been launched for certain categories of goods, and for certain brands. The average CTR of search advertising campaigns is 20%, in the dynamic search engine — 4.84%. Despite the high competition in the given sphere, the average position was retained at 2 and 3 place.

The display ad was able to increase brand awareness, increase direct sign-ons to the site. More than 180 transactions on the site were made after switching to the launched campaign.

The main emphasis has been put on Instagram. Very soon the number of subscribers increased to 20 thousand. Now the page has over 24 000 thousands followers from Ukraine. The posts managed to reach over 300K of interested people and increase the number of conversions to direct.

Facebook followers number increased, and the number of likes has been 6,822.

March 24, 2017, started with content marketing. Increased interest of the audience, which was reflected in the likes, reposts, and comments.

During the count we did not take into consideration the numbers from the marketing post that had 5,500 and 9,000 comments.

A noticeable blind spot on the chart is the lack of a tracking code. It would not be fair to add the data by ourselves.

Used price aggregators to show the customer that we used all communication channels. And it turned out to be a good idea. 41,364 users went to the site through price aggregators, it is 14.73% of the total number of visitors. The amount of revenue was also high — 29.19% of total income.

The head of the digital department: Vasyl Shevchuk
Contextual Advertising Specialist: Viktor Plaksa, Pavlo Tarabarov
Content Manager: Antonina Klimyshyna