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CASE STUDIES
Tochici is a brand that is best known for its physical stores in Sofia by early 2020. The company mainly offers clothing for babies and children under 16.
When Tochici came to us, they had been working with online advertising for several months. Up until this point, the brand had not relied heavily on online sales.
For us, taking on advertising for a business like Tochici was a huge challenge. It was our job to not only increase sales but to create the brand’s full online presence and visual identity.
The Case & What We Did
We wanted to help them grow exponentially. Each part of the brand design represents something that sets it apart, tells the user what they can expect. In order to achieve the best store image, we did research on the niche as well as competitors in the country and beyond.
Not only marketing strategies helped achieve great result but also the high-quality designs we created. Good design visions can be very persuasive. A client can simply choose a product because of how the design looks. A proper understanding of visual identity can help brands make more successful.
The Results We Achieved
Revenue
ROAS
Transactions
Growth
CTR
CPC
CPM
TRANSACTIONS
CTR
CPC
CPM
TRANSACTIONS
ABOUT
THE CLIENT
Our partner operates in the service sector. What his business offers is suitable for both B2B and B2C customers. Our cooperation started in 2021.
PROBLEMS AND CHALLENGES
The client has previously worked with another advertising agency, but the results were unsatisfactory, leading to business unprofitability and being on the verge of bankruptcy.
We have identified key starting points and challenges to emphasize while building a new advertising strategy:
Challenges:
Issues:
- Gradually increasing the advertising spend in relation to revenue to enhance profitability.
- Elevating the business to the top 3 websites in its niche.
- Improving the overall user experience on the website.
- Addressing technical problems related to tracking between analytics platforms.
- Challenges in accurate tracking and reporting leading to a lack of quality analysis and hindered decision-making for advertising actions.
- Technical and user experience issues impacting the website's performance.
- Difficulties in business communication and overall presentation across social media, lacking consistency in the digital identity of the business.
- Absence of a well-defined strategy to enhance profitability, especially in terms of Return on Advertising Spend (ROAS).
Challenges:
- Gradually increasing the advertising spend in relation to revenue to enhance profitability.
- Elevating the business to the top 3 websites in its niche.
- Improving the overall user experience on the website.
- Addressing technical problems related to tracking between analytics platforms.
Issues:
- Challenges in accurate tracking and reporting leading to a lack of quality analysis and hindered decision-making for advertising actions.
- Technical and user experience issues impacting the website's performance.
- Difficulties in business communication and overall presentation across social media, lacking consistency in the digital identity of the business.
- Absence of a well-defined strategy to enhance profitability, especially in terms of Return on Advertising Spend (ROAS).
GOALS
Primary Business Goal:
Facebook:
- We decided to break away from conventional advertising formats with this business. Implementing a comprehensive change in the advertising approach, we devised a new, yet reliable marketing strategy, incorporating fresh ideas to achieve even better results. In just 3 years, we achieved over 400% growth in sales and elevated the business to be one of the top 3 leading brands in this particular service industry.
- We applied effective marketing strategies on Facebook and Google Ads to acquire new potential customers.
- We successfully implemented a social media strategy for retargeting the existing customer base.
- We enhanced the appearance of advertising images and introduced new formats.
- We improved the system for analyzing the results of advertising campaigns.
Google:
We reviewed the client’s account and discovered that there was one campaign with multiple ad groups, each containing a mix of general keywords related to the offered services. All these keywords were directing users to the same landing page, which proved to be highly ineffective. This resulted in poor performance metrics, including a high bounce rate, low conversion rate, and low click-through rate (CTR).
- Since our client operates locally in specific regions of the country, we restructured the advertising approach by creating separate clusters for each service with locally targeted ads.
- Each service was allocated its own budget, bid, and goal, tailored to the nature of that particular offering.
- We noticed that incorrect competitors were advertising on our client's brand. To protect our brand recognition and orders, we implemented Brand Protect campaigns, effectively resolving any confusion for customers.
- We strengthened the marketing mix by incorporating Performance Max campaigns, which boosted our presence in channels where we were not well-positioned. This allowed us to build a loyal audience in the display network and YouTube.
- We implemented remarketing campaigns based on a carefully crafted flow, relentlessly targeting people who showed interest in our partner as a provider of specific services across various platforms.
Email:
- We implemented email marketing automation.
- Created campaigns to encourage customer return.
- Launched a campaign for first purchase anniversaries.
- Developed a loyalty campaign for existing customers.
- Designed a product selection campaign based on the customer's average order value (AOV).
website:
- Identified and resolved technical issues on the website.
- Enhanced the user experience (UX) through a comprehensive redesign.
- Improved the technical parameters delivered to various platforms.
what we did?
- Conducted a thorough analysis of the business, identifying its strengths, weaknesses, and the services offered.
- Performed a retrospective analysis of past advertising campaigns and utilized channels.
- Conducted a technical analysis of the website, addressing major issues, and devised a plan for enhancing its performance.
- Collaborated with the client to define key focus areas, monthly goals, a comprehensive vision, and the timeline for achieving desired results.
- Analyzed the business's services in detail and their potential for effective representation in advertising.
- Created a business development strategy aimed at improving profitability.
Performance Analysis and Problem Identification:
- Improperly configured Google Analytics.
- Poorly structured advertising campaigns.
- Inadequate audience selection in Facebook and inaccurate Google Ads search campaigns.
- High cost per conversion in Facebook and Google Ads.
- Lack of comprehensive advertising testing in Facebook Ads (limited creative and audience testing).
- Absence of a long-term marketing strategy.
- Issues with the setup of Facebook Pixel.
Professional Recommendations:
- After achieving the desired business profitability, we advised the client to gradually increase the monthly budget to scale the revenue while maintaining profitability.
- We tracked strong seasonal periods based on the performance of tested advertising campaigns in the first year. Based on our analysis, we proposed additional interesting and sought-after campaigns, promotions, and games.
- We identified top-performing categories and reinforced advertising efforts to further boost sales.
RESULTS
2021 vs 2022
/Януари - Юни/
/Януари - Юни/
2022 vs 2023
/Януари - Юни/
/Януари - Юни/
RESULTS over the past 3 years of PARTNERSHIP with us – from 2021 to 2023:
In 2023, based on our expert forecasts, it is expected to triple its revenue growth. Since the start of our collaboration in 2021 until 2023, in just 3 years, we have consistently generated substantial sales growth on an annual basis, leading not only to consistent positive profitability but also to expanding the business to new horizons. If your business also needs expert intervention, consult with us today.
74% GROWTH IN THE FIRST 2 MONTHS
ABOUT THE CLIENT
It is of great importance for us to maintain the anonymity of our client, which is why we will not be using names or specific numbers. However, we will provide a descriptive overview of the entire process and the results it led to. The client has a successful network of physical stores and an online shop. They offer a wide variety of fashion items, including clothing and accessories. Our collaboration began in March 2023. We encountered several challenges, which we successfully overcame early on in our partnership.
GOALS
Together we decided to chase the goal of minimum 20% REVENUE GROWTH per month (for the first 2 months) and a minimum of 50% (for the first 6 months)
WHAT DID WE ACCOMPLISH?
COMPREHENSIVE RETROSPECTIVE AND TECHNICAL ANALYSIS
To achieve the desired results, we conducted a thorough analysis of previous marketing approaches. This involved reviewing the marketing channels used, the technical aspects of the website, studying key metrics, and analyzing the connections between the website and advertising platforms.
DEFINING THE APPROPRIATE TARGET AUDIENCES
We used a comprehensive approach to identify and segment the client’s target audiences. We conducted detailed research on the behavior, preferences, and demographic characteristics of potential customers.
WE DISCUSSED THE LONG-TERM BUSINESS VISION TOGETHER WITH THE CLIENT
We consulted with the client to discuss their goals, values, and mission. We analyzed their business model and developed a long-term strategy focused on achieving growth and increasing competitive advantage.
BUILDING A COMPREHENSIVE MARKET PRESENCE STRATEGY
We created a multi-channel marketing strategy utilizing Facebook Ads, Google Ads, and email marketing. By optimizing advertising campaigns, we were able to achieve greater visibility and audience engagement. Through email marketing, we crafted personalized and targeted messages that enhanced effectiveness and conversions.
BUSINESS AND CHALLENGES
The client has years of experience in online commerce. Despite initial short-term growth, the business entered a period of stagnation. The client faced difficulties with advertising and sales, including profitability issues, low turnover, a weak conversion rate, unsatisfactory average purchase values, and more. Here are some more details on the challenges we encountered:
LACK OF A COMPREHENSIVE MARKETING STRATEGY:
Absence of a defined strategy for brand positioning, target audience identification, creating a competitive advantage, and establishing clear goals.
WEAK PRESENCE OF CREATIVE ADVERTISEMENTS
Insufficient utilization of innovative and creative ideas in the creation of advertising materials.
LACK OF ANALYSIS AND DATA-DRIVEN APPROACH TO ADVERTISING
Inadequate use of data from advertising campaigns to extract valuable insights and make well-informed optimization decisions.
IMPROPER TARGETING
Lack of precision in defining the target audience, resulting in low-quality users or low-quality traffic.
IRRELEVANT CONTENT AND COMMUNICATION WITH END USERS
Mismatch between the offered content and the needs, interests, and preferences of the target audience.
RESULTS
REVENUE
- The client's overall revenue increased significantly by 74.99%. This is a result of properly allocating the budget and effectively promoting the products in an appealing manner.
- We achieved a 57.95% increase in transactions. This means that we attracted more users to make purchases, resulting in higher profits for the business.
- We increased the average order value by 10.79%. This indicates that customers are willing to place larger orders, which positively impacts profitability.
USERS
- Over a two-month period, we achieved outstanding results regarding users and website activity. The number of users increased by an impressive 78.05%, from 56,992 to 101,476. This clearly demonstrates the effectiveness of attracting new visitors and retaining existing ones. To achieve this, we utilized targeted advertisements focused on the top of the funnel, allowing us to attract new users and subsequently remarket them to increase interest and retention.
- New users grew by 78.42%, from 51,609 to 92,082. This indicates that our efforts are yielding positive results in attracting new users and expanding the audience. On the other hand, the Conversion Rate decreased by 22.52%, which is higher than normal when acquiring a higher percentage of a new and still less loyal audience. The total number of sessions increased by 102.45%, from 92,969 to 188,218. This shows that the client's website is gaining more visits and becoming popular in the market.
- The number of sessions increased on average by 13.70%. This means that users are returning and visiting the website more frequently, which is a positive indication of their engagement with the content.
IN CONCLUSION
We have achieved much more than the client’s initial expectations in just the first 2 months. We have observed significant increases in revenue, transaction numbers, average order value, user count, and website sessions. We have improved targeting, the quality of advertisements, and user engagement. These results represent only a fraction of the potential that can be unlocked in any business with the right approach, advertising, and audience.
If you have an online business and you are unsure about the right approach or you are unsatisfied with your current results, don’t hesitate to schedule a meeting with us today!
One of the most positive aspects of our work is that results can be measured and visualized.
Today, we will share the steps we took to increase the monthly revenue of an online clothing store by a remarkable 184% within one year, with minimal cost escalation. Furthermore, this outcome was accompanied by an increase in the number of sessions and converting users.
ABOUT
THE CLIENT
Our client is one of the most recognized online clothing stores specializing in the sale of stylish and elegant women’s clothing. Despite offering a wide range of products and competitive prices, they strive to achieve higher turnover and attract more customers. To assist them in reaching these goals, we have developed an advertising strategy focused on various online marketing channels and personalized approaches.
Before our partnership, they had been facing challenges related to tracking business data and results, which, as we know, are one of the most common and significant challenges for any business. They lacked information about the value of their customers, such as the percentage ratio between new and returning users, as well as missing sales data.
PROBLEMS AND CHALLENGES
The client approached us after experiencing poor results due to aimlessly spent advertising budgets and a lack of analysis and improvement strategies. After conducting the necessary technical checks and analyzing past activities in their accounts, ensuring we were fully acquainted with all the details, we began taking step-by-step actions that would lead us to the desired outcome. What were the challenges?
- Improving profitability - our challenge was to gradually increase revenue while managing costs, aiming for improved profitability
- Enhancing brand awareness and reaching new users - we faced the challenge of increasing brand visibility and expanding the customer base to attract new users
- Ineffective Google Ads campaigns - addressing the lack of effective advertising campaigns on Google Ads was a significant challenge that needed to be overcome
- Absence of a clearly structured long-term development plan for the online store - we needed to create a well-defined and structured plan for the long-term development of the online store
WHAT
DID WE DO?
1. ANALYSIS OF THE TARGET AUDIENCE
The first step in developing the advertising strategy was conducting a detailed analysis of the store’s target audience. We analyzed data from previous year sales and extracted important demographic and behavioral characteristics. We made an effort to understand the buyer persona of this business through series of test campaigns, something that has not been done before. We used the budget to answer the question of who the audience of this business is.
2. PERSONALIZED APPROACH TO ADVERTISING
After analyzing the target audience, we decided to implement an integrated approach to advertising by combining various online marketing channels to achieve better results:
Social Media:
Using the insights from the target audience analysis, we built personalized advertising campaigns on social media platforms like Facebook and Instagram. We applied detailed segmentation to reach potential customers with suitable clothing based on their preferences and style. Specifically, we:
By doing so, we were able to focus on which audiences were worth allocating a larger budget to, which advertising formats performed better, and overall, what brought good returns.
- Invested in testing new audiences.
- Launched campaigns in the middle of the funnel to generate more traffic to the website.
- Improved the visual presentation and textual descriptions of the products.
- Experimented with new ad formats.
Google Ads:
Before our involvement, the client had no active Google Ads campaigns. We started by using fashion-related keywords to appear in top positions in search results. This allowed us to generate more clicks and increase traffic to the online store. We also conducted tests with different keyword searches, Search campaigns, as well as Performance Max campaigns.
Email Marketing:
To maintain a connection with customers and engage them, we developed personalized content and an email marketing strategy. We created segmented user lists and regularly sent personalized messages, including product recommendations, special offers, and notifications about new collections. We also implemented automated campaigns (known as flows) based on user behavior on the website to target the warmest audiences. The goal was not only to increase sales but also to strengthen customer loyalty.
3. EVALUATION OF ACHIEVED RESULTS AND OPTIMIZATION:
At the core of a successful strategy lies the regular measurement and evaluation of results from advertising campaigns. We use appropriate analytics tools to track traffic, conversions, and return on investment. Based on this data, we make optimizations and adjust our advertising strategies to achieve maximum results.
PROFESSIONAL ADVICE FROM US
After achieving initial results through our collaboration with the client, we provided them with several key guidelines to maintain profitability. These include:
- Utilizing detailed and compelling product descriptions that support customers' decision to make a purchase
- Offering promotional deals with gifts for purchases exceeding the average value of the customer's shopping cart
- Tracking strong periods based on the performance of advertising campaigns and featuring a selection of best-selling products for specific durations
- Implementing new advertising formats that capture the attention of users
RESULTS
After implementing the advertising strategy for the online clothing store, we have noticed a significant increase in website traffic and a boost in revenue for the month of June 2023 compared to the same period in 2022.
The graphs vividly demonstrate these improvements
ON A DAILY BASIS:
ON A WEEKLY BASIS:
The increase is noticeable not only in the absolute value of revenue but also in the number of orders for the compared periods:
The sales have increased, and the customer base is expanding. The results from the PPC (pay-per-click) campaigns are particularly successful, generating a significant number of conversions and new customers.
The number of users has increased by 197%, with new users alone showing a growth of over 246%. Sessions have observed a growth of over 225%.
The developed advertising strategy aimed at increasing the revenue of the online clothing store has helped the client achieve their desired goals. The personalized approach allowed for greater visibility, traffic generation, and attraction of new customers. Through optimization and continuous monitoring of the results, we were able to adapt the strategy to the needs of the audience and achieve a significant increase in the store’s revenue.
IN CONCLUSION
If you are a business owner of an online store and you are looking for a reliable partner to take care of your online advertising management and help you grow, we are here for you. Our team of professionals will conduct a detailed diagnosis by analyzing the current state of your business and provide you with personalized solutions based on real data.
We understand that every business is unique and has its specific needs. That’s why, during the analysis of your situation, we will focus on your individual requirements and goals.
ABOUT THE CLIENT
GOALS
WHAT DID
WE DO?
STRATEGY AND PLANNING
TARGETING RELEVANT AUDIENCES
FAST REACTION
BUSINESS AND CHALLENGES
The main problem we had to solve is that we had to come up with a strategy and structure for the campaigns in the shortest possible time. We also had to create multiple campaigns and optimize the set across the entire budget. Here are some more details on the challenges we encountered:
ABSENCE OF MARKETING STRATEGY
LACK OF ANALYZING AND APPROACHING THE DATA FROM THE ADS
INCORRECT TARGETING
RESULTS
INCOME
- Total business revenue increases by an impressive 326.23%. This is the result of proper targeting of the budget and marketing of the products in an attractive way.
- We increased transactions by 188.97%. This means that we have attracted more users to make purchases and respectively profits.
- Average order value increased by 47.50%. This indicates that customers tend to place larger orders, which positively affects profits.
USERS
- Within three days, we reached a huge number of new users and achieved outstanding results regarding website activity. The number of users increased by the impressive 37.28%, from 81,059, reaching 111,277. This clearly shows the effectiveness of the strategy in attracting new visitors and retaining existing ones.
- New users have increased by 95.10%, to 397,019. Also, Conversion Rate reached over 99.76%. The total number of sessions increased by 44.66%. This data shows that we have achieved a well-chosen audience as a result of accurate targeting and optimization.
IN CONCLUSION
ABOUT THE CLIENT
PROBLEMS AND CHALLENGES
1. LOW BUDGETING AND RELYING ON THE SAFE
2. VISUAL PRESENTATION
3. RISK
GOALS
WHAT DID WE DO?
STRATEGY AND PLANNING
BUDGETING TO APPROPRIATE AUDIENCES
RAPID RESPONSE
RESULTS
INCOME
- Total client revenue increased by an impressive 76.60%. This is the result of proper budgeting and the transition from safe products, to ones with potential.
- We increased transactions by 53.50%, which positively impacted profits.
- We increased the average order value by 32.58%. To achieve this we emphasized on selling more expensive items and the strategy is proving successful.
USERS
- We also achieved good results regarding traffic to the site. The number of users on our website increased by 14.93%, reaching 49,997 out of 43,502 users.
- Also, we saw an 18.81% increase in the number of new users, which became 41,515 from 34,943.
- The total number of website sessions increased by 15.77%.This indicates more interest from users.
IN CONCLUSION
Makaroon.bg is one of the leading companies in Bulgaria for experience vouchers. They understand how important entertainment is and how you can fill and differ your time and make your life better with emotions and experiences. As one of the most preferable companies in Bulgaria for such services they certainly do know how to organize your dream experience and make the most exciting gifts.
The Case & What We Did
One of our favorite partners! In just a few years we have managed to improve the entire customer journey. We have gone through a complete rebrand which has led to a higher degree of recognition in the market. We were able to not only increase turnover, but also increase the profitability of the spend.
This was done by improving advertising formats and by properly targeting our key audiences. This is the most visible by the 347% increased CTR compared to the period when we did not intervene. Moreover, we improved the user experience on the website. Many gaps have been closed so that could reach a high bounce rate on the key pages for the business.
