Advertising campaign
WELEDA
Tasks:
• Increasing brand awareness
• Attracting target audience to the website
• Attracting target audience to the website
Instruments:
• Video
• Targeting by socio-demographic characteristics
• Targeting by users interests
• Optimisation by apps
• Targeting by socio-demographic characteristics
• Targeting by users interests
• Optimisation by apps
Geo:
• Almaty, Shymkent, Astana
Implementation
To reach the target audience we used several instruments: targeting by socio-demographic characteristics and by relevant interests
Socio-demographics were adjusted for women:
• 25-45 years old
The following relevant interests were used:
| By income level (middle+): • Property/ Apartments • Selling/Buying houses • Money, investments • Stocks / Bonds • Business • Career development • Jewelry • Tourism and Travel • Traveling abroad • Frequent flyers • Cooking gourmet food • Delicacies |
General Information: • Beauty • Fashion • Shopping • Spa |
| Motherhood: • Family and Parenting • Children • Marriage • Babysitters • Pregnancy • Babies and toddlers • Parents of preschoolers • Pediatrics • Dermatology • Children’s books • Baby products • Family vacations • Medicinal herbs • Vitamin supplements • Health: folk remedies |
Health & Wellness / Sports: • Running • Yoga • Sport • Fitness • Swimming Pool • Swimming • Walking • Walking / Health • Women’s Health • Exercise • Cycling • Physical fitness • Exercise 3 times a week • Gymnastics • Jogging |
Optimization:
The advertising campaign was optimized using statistics from the BYYD platform. Apps with low CTR were put into the Black List.
With the help of daily manual optimization we managed to achieve a CTR above the planned value.
Result
At the end of the advertising campaign, we were able to get the following numbers:
Flight 1
CTR:
Plan: 1,8%
Fact: 1,91%
We were managed to reach 89 616 unique users.
Top Apps:
Flight 2
CTR:
Plan: 1,8%
Fact: 1,9%
We were managed to reach 135 738 unique users.
Top Apps:
Device manufacturers
Screenshots of placements
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