РРС Case: Increasing Online Sales for a Flower Shop in Kyiv with the Help of Meta Ads
Мета Ads
Flower bouquets in Kyiv. The business is combined, with online sales and offline stores
– Increase sales and increase the number of followers on Instagram
General audience, interest audience, audience aimed at birthday gifts, audience of men in relationships, etc.
January 2024 - present
Ukraine, Kyiv
Challenges of the project
About the project:
Prior to working with RegisTeam, the client had not utilized advertising to promote its online presence. Despite maintaining a stable offline sales volume, its online performance was minimal, with a limited number of orders and Instagram followers.
Project analytics prior to collaboration:
Indicators at the start:
- Offline sales are stable.
- Online sales are low.
- The number of Instagram followers is small (up to 800).
Decisions made:
The team at RegisTeam developed and launched an Instagram advertising campaign with the objective of improving sales and increasing the number of followers.
Team actions
For the project, we conducted the following:
– Competitor analysis
We conducted a comprehensive analysis of the strengths and shortcomings of their advertising campaign, including the use of promotions, themed bouquets, free product delivery, videos featuring bouquet reviews, production stories, and other attention-grabbing formats, among other elements.
– Analysis of the target audience and identification of the main segments
We identified key segments through in-depth research of the target audience: general audience, audience by interests, audience focused on birthday gifts, audience of men in relationships, etc.
– Development of advertising strategies
We established the primary objectives, key performance indicators, and implementation methods.
Development of banners
Following an in-depth analysis of the target audience, we have created detailed technical specifications for the designers to create effective and engaging advertising banners.
– Launch of advertising campaigns
The implementation of “Direct Messages” and “Trafficked Advertising Campaigns” will enable more effective communication with the audience and traffic growth.
– Bouquet giveaways
The goal is to attract attention and interest of new users.
– Analysis and updating of advertising banners
We conducted a study to assess the effectiveness of banners and implemented updates to optimize advertising campaigns.
The target audience for this project included the following groups:
– General audience:
Interested people found by the Meta algorithm.
– Those interested in flowers and bouquets:
Targeted customers who are actively searching and buying.
– Those purchasing bouquets for the holidays:
Users looking for gifts for special occasions or events.
– Those in a relationship:
Mostly men looking for an original bouquet for their loved ones.
– LAL-audience:
Active followers who interact with the content: write Direct messages, comment and share posts.
Examples of advertisements
1. Graph of message and CTR dynamics
The first graph illustrates the growth in the number of direct messages, while the second demonstrates the positive dynamics of CTR.
We also ran a separate advertising campaign for Women’s Day on March 8, which performed well.
Date: March 6 – March 8, 2024
- Impressions – 18,825.
- Clicks – 528.
- CTR – 2.8%.
- Messaging conversations started — 87.
- Cost per messaging conversation started — 1,46$.
Performance of advertising campaigns dedicated to March 8
Date: March 8, 2024
- Impressions – 3,835.
- Clicks – 125.
- CTR – 3.26%.
- Messaging conversations started — 31.
- Cost per messaging conversation started — 1,14$.
Examples of advertisements dedicated to March 8
Results
1. Increased number of Instagram followers.
Currently, there are over 2,000 followers, which represents a 150% increase from the starting point.
2. Increased number of online applications.
10-15 additional applications per day (with a budget of $24 per day).
3. Improved interaction with the target audience.
We worked on “polite responses,” a “push to buy” strategy, and an “upsell” strategy.
Summary
We were able to achieve notable results in working with a client who had not previously utilized advertising on the Meta platform. During this period, there was a notable increase in online sales, accompanied by a surge in audience engagement. This illustrates the value of advertising and the potential of Instagram as a promotional platform for businesses.
We optimized the advertising campaign to increase its effectiveness. To achieve this, we tested different creative concepts, constantly analyzed and updated banners. We conducted a competitive analysis and implemented a new approach.
Another key factor in achieving success is maintaining effective communication with the client. A professional approach, prompt feedback, and the ability to adapt to their needs had a positive impact on cooperation and project results.
The decision to prioritize Instagram advertising has been beneficial. Thanks to the efforts of RegisTeam, the client’s business has reached a new level. Its online presence has increased, the audience has grown, and sales have grown significantly.
Here's some information about Meta Ads
The Meta platform is one of the largest social networks and media companies in the world. It integrates several core products: Facebook, Instagram, Messenger, and WhatsApp.
The platform has billions of users worldwide, making it one of the largest platforms for digital advertising.
Meta offers a comprehensive range of advertising tools, including targeted ads, dynamic ads, story ads, and more. Advertising campaigns can be tailored to specific target audiences based on a range of criteria, including demographics, interests, user behavior, and other parameters.
The platform offers comprehensive analytics to assess the efficacy of advertising campaigns. Users can view key metrics such as the number of views, clicks, conversions, costs, and other metrics to evaluate the results of their advertising campaigns.
One of the key benefits of advertising on the Meta platform is the ability to target specific audiences with precision. Advertisers have the option to customize their campaigns for specific groups of users based on various parameters, which allows them to optimize the effectiveness of their advertising budgets.
