Special project in Retail Media how to keep every third visitor to a landing page

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Nasimkhan
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Joined: Sat Feb 11, 2023 6:10 am

Special project in Retail Media how to keep every third visitor to a landing page

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The main advantage of e-com advertising campaigns is the ability to communicate with users who are initially set to buy. The only question is whose product they will choose. For example, in the "chocolate bars" category, more than 50 brands are represented on the windows of retailers. Bar manufacturers compete with each other for the attention of consumers: everyone wants their product to be in the basket. Special promotion formats help to stand out from the competition. Polina Pilyaeva , Special Projects Manager of the SberMarket advertising platform, tells how she managed to keep the attention of buyers on the products of one manufacturer for two weeks and motivate every third client to interact with the brand on a daily basis. As a result, the coverage of the project amounted to more than 12.5 million, and brand sales increased by 10%, while for a number of other brands this indicator decreased by 10-15%. Tasks of a special project in Retail Media Sometimes, classic tools are not enough to solve the advertiser's tasks.

Then a more creative format comes to the rescue - a special project. It is used if you need to build brand awareness, tell about an Singapore Phone Number List event or a special offer, and increase customer loyalty. The beginning of the school year is a golden time for many companies, some make the main revenue during this period. For sweets, September is also a period of high demand. In 2021, the sales surge in this category was up to. Before the First of September, we were approached by a manufacturer of sweets with the following request: stand out from competitors increase brand awareness expand the audience of buyers and, of course, increase sales. To solve these problems, we built a campaign around a creative landing page and competitive mechanics and reached 88 million people. We managed to attract 48 thousand regular buyers of sweets, our target audience, to the landing page. Almost 35% of them were registered and participated in activities for two weeks. Brand sales increased by 10% compared to the same period last year. Advent calendar, but not for the New Year The first day of school is very similar to the New Year in terms of mood and intensity of preparation.

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In addition, the New Year is the most favorite holiday of Russians with a sea of ​​gifts. We decided to make an association between the First of September and New Year's Eve and created a digital advent calendar. For two weeks, users opened calendar windows on a branded landing page and every day received promotional codes, interesting articles, useful skills tests, school breakfast recipes from the brand, or a mini-game to take their mind off autumn worries. Cash promo codes for purchases at SberMarket were raffled off daily, and every week a super promo code with a par value of 25,000 rubles was raffled off. To diversify the prizes and interest the audience, we have connected partners - online course platforms, a popular publishing house, a service for finding tutors, a bookstore, etc. To increase brand sales, we offered promotional codes for delivery (at the time of the promotion, delivery in SberMarket was paid, now it is free): when a client bought goods for a certain amount, the entire order was delivered to him for free.
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