It turned out like this:
To begin with, we described the portrait target audience and segmented it. From the client's information, we knew that her clients were girls and women aged 18 - 45 who came to Moscow, are interested in sewing or want to do it additional source income. Moreover, they live in Moscow or the nearest Moscow region.
We developed a map of interests, which then formed the basis of the advertising campaign.
Sales funnel
We thought through the sales funnel in advance and knew what it would look like before launching the advertising campaign. To do this, we needed to create a lead form.
The client sees an ad with a button and clicks it;
After clicking, he is taken to the lead form and fills it out;
The application is processed by the customer.
How to run targeted advertising on leads on Instagram
We chose the Lead Generation goal for two reasons:
Works well on Facebook (Instagram) in a similar niche;
A client is just developing a school website.
The next step is choosing the target audience. Here we indicate geographical parameters, age, gender and languages.
The main setting is contained in the next block - detailed targeting. Here we indicate the segments and interests that we highlighted in the mind map.
The choice of placement is obvious - we leave only the Instagram platform.
This format allows you to create up to 6 ads with different images. You will find examples of advertisements below.
Now we move on to the final step of creating an ad:
Creating a lead generation form. You can create a new lead form or select one of the previously created ones.
The form consists of two pages:
- A form where people receive information about the school and leave their personal information
- Thank you screen
Examples of successful and unsuccessful ads
Failed:
The photos here are chosen much better, the girls are shown at work, the text from the photo was removed, which immediately made it clear that this was an advertising post, and the text of the post itself was changed - it became more specific and attractive.
Results
The most expensive application cost 312.40 rubles.
The cheapest - 57.66 rubles
Total applications: 60
It was possible to form several training groups and begin work at a new level for the School - with clients who came without knowing the project at all.
Case Instagram. How we received 264 requests for 285 rubles each for fashionable women's shoes through Instagram. How to get targeted subscribers.
Besides:
1) Shopping on Instagram is often referred to as “emotional shopping”, hence the need for advertising to support the sentiment of the brand.
For example, a good solution was to focus on weather conditions and time of year. In hot weather, we ran advertisements for sandals and other light footwear. In cold weather and closer to autumn, boots and loafers were advertised.
2) Because the work is carried out throughout the entire Russian Federation, the audience is divided by geolocation into MSK + St. Petersburg and regions (except MSC and St. Petersburg)
And if you are very interested, we have prepared another Instagram Case:
IN "MarioBerluchi" Sales are going well, the client needed purchases from the Instagram page.
In the advertising campaign, we used advertising formats for both clicks and stories and boosting publications. Many specialists easily create test campaigns with good results, but cannot pull out indicators based on volumes. IN this project Our task was to keep the indicators on volume. That's what we did.
Test campaign result
Test campaign result 9/07 - 25/07
Campaign result 26/07 - 26/08
Spent: 77,687 rubles
Applications: 264
Application price: 285 rubles
Orders: 101
Price for 1 order: 784 rubles
Best Audience: Asos, Yoox
Geolocation: Moscow + 40 km, St. Petersburg
Interests: ASOS.com or YOOX.com
Gender: Women
Age: from 18 to 44 years
Advertising format: Video in stories
Best promos (Stories):
Best raised posts
Hello!
Instagram is a universal tool for promoting online stores from various fields. We have collected 10 examples of successful brand promotion on this social network. Take ideas on board.
1. YOOX: fashion guide
This online store is the largest in Italy selling fashionable clothes. He became one of the first brands to launch a stylish advertising campaign in. The company positioned itself as an online resource for those interested in fashion.
From existing video advertising, YOOX created several short videos and targeted men and women aged 25–44 who are interested in fashion shopping. YOOX was promoted on Instagram as a “treasury” for lovers of fashion, art and design. However, the video presented only a small part of the products available on the site. In order to see more, users were asked to go to the online store website.
2. Adidas: a positive idea
The sportswear brand launched a video ad on Instagram with the slogan “Original Is Never Finished.” Her main goal is to show how important it is to stay true to yourself and your path.
Promotion on Instagram was aimed at a specific target audience - 18-24 year olds. The main theme of the advertising campaign was creativity - how it allows people to express themselves. The heroes of the video are musicians, artists and athletes who supported the campaign. Among them are British musician Stormzy, rapper Snoop Dogg, basketball player Kareem Abdul-Jabbar and artist Petra Collins.
By using custom audiences, Adidas was able to retarget and re-engage the people who watched the video. This made it possible to strengthen people’s connection with the brand and convey the main idea: what does it mean to be different from everyone else? As a result of the campaign, ad recall among the target audience of 18-24 year olds increased by 20 points to 27 points.
Using a single positive idea makes the brand memorable and has a viral effect.
3. Rebook: a hero's story
Another sports brand chose the famous Russian mixed martial arts fighter, UFC member Khabib Nurmagomedov, to promote on Instagram. He starred in the video “This is My Story,” the purpose of which was to support the athlete. On the social network, the campaign took place with the hashtag #RootForKhabib; it united everyone who was rooting for the fighter.
On December 30, Khabib fought in Las Vegas with Brazilian Edson Barbosa. Our fighter knocked out his opponent and took second place in his weight category in a prestigious tournament.
Today, Khabib is one of the most popular athletes on Instagram: he has even surpassed tennis player Maria Sharapova in the number of subscribers. Collaboration with Reebok continues, already under the slogan #TimeKhabib.
Publication from FASHION CONFESSION(@fashion_confession) May 13, 2018 at 11:05 PDT
Do you have experience promoting on Instagram? Share your experience in the comments!
Prepared by Victoria Chernysheva.
10 cases on successfully promoting an online store on Instagram
4.7 (93.75%) 16 votesThere are 25 million companies, and the total audience of the social network is approaching a billion. 80% of users are subscribed to brand accounts and 200 million visit them daily. Instagram is constantly expanding its advertising capabilities, which marketers combine with their own creative solutions. This material contains 10 original advertising campaigns that you can learn from.
Microsoft and National Geographic
In 2016, on International Women's Day, Microsoft launched a social campaign, Make What's Next. The goal was to encourage young girls to work in the field of STEM (science, technology, engineering, mathematics). One of the directions was a partnership with Instagram accounts of National Geographic. Channels @natgeo , @natgeotravel , @natgeaoadventue , @natgeoyourshot And @natgeochannel released 30 photographs from famous photographers. Each of them was accompanied by the story of a woman combining a job in STEM with an active lifestyle. In each post, Microsoft encouraged girls to join the Make What's Next movement and visit free seminar with speakers from National Geographic.
What's cool?
Articles about deep sea exploration, panda rescue, and the role of mathematics in rock climbing, combined with stunning photographs, supported Microsoft's social message and aroused enormous user interest. In just one day, posts made on March 8 received 3.5 million likes. Thanks to its partnership with National Geographic, which is considered the #1 brand in social networks, Microsoft reached 91 million people.
What to take into account?
This strategic campaign helped Microsoft connect with users on a deep emotional level, creating long-term brand awareness and endorsement.
Here's what you should take note of the components of the campaign:
- Social idea. The desire to improve society and the field of activity, and not just sell goods and services, works for reputation.
- Mutually beneficial cooperation with another brand. Think about what company it would be interesting to do a joint project with to exchange audiences.
- Inspirational Stories real people. They evoke an emotional response from readers, and the heroes of the posts share them with friends and colleagues.
- Confinement to the event.
- Involvement of professional photographers.
- Offer of free educational services.
Airbnb supports refugees
Airbnb also turned to social issues. In February 2017, in the wake of Trump's political statements about reform and tightening immigration laws, the technology giant launched the #WeAccept campaign.
Airbnb advocated the need to welcome people regardless of their race, social class, gender or ethnicity. Airbnb supports refugees, victims of natural disasters and plans to provide temporary housing to 100,000 people within 5 years. On Instagram, the campaign began with a social roller and continued with portrait photographs of people of different nationalities and their stories.
What's cool?
The company did not speak out directly against the reforms, but made a bold political statement, strengthening its international reputation. The content resonated with users, and the hashtag #WeAccept went viral with almost 10 thousand posts.
What to take into account?
- Involvement in social problems and conflicts. Rare Russian companies They decide to participate in the political agenda, but Airbnb serves as an example of how a company improves its reputation by responding to external events.
- Stories of real people. Like Microsoft, Airbnb was about real people.
Quest from Old Spice
In 2015, Wieden + Kennedy created a parody adventure game for Old Spice. Choose your own adventure" The mechanics are based on connecting several accounts using marks that the user clicks on when selecting the character’s actions.
The story of Old Spice begins with a caption under the illustration: “So, you find yourself in a dark cave, you see a weak light on the side, and next to it is a bottle of Old Spice shower gel. What will you choose? One of the actions leads the player to a comical dead end, but he can return to the previous choice and try another scenario.
What's cool?
Old Spice and Wieden + Kennedy took advantage of Instagram's visual content and gamification tool to effectively engage users. The quest is made with the same humor of Old Spice advertising campaigns.
What to take into account?
Gamification. An interestingly written game will attract a new audience and will be remembered by users for a long time. Creating a quest is technically meticulous, but does not require as large a financial investment as, for example, a series of high-quality videos. Determine the goal of the advertising campaign, come up with a simple plot, break it into blocks and draw branches. Keep in mind that each action option requires a new account. The Old Spice game uses 21 Instagram profiles.
This is the feeling when Gucci posts memes
To promote the new line wristwatch Le Marche des Merveilles, the Gucci brand has attracted famous artists, photographers, designers and viral content creators. Under the supervision of Alessandro Michele, the creative director of Gucci, who brought a new era to the fashion house in 2015, they created a series of memes for the advertising campaign That feeling when Gucci (#TFWGucci).
What's cool?
As the brand itself writes, “memes are a common virtual currency” or “a unique form of communication.” They make content more accessible, popular and viral. Many companies use this, but Gucci in this way not only entertains subscribers, but also makes fun of its own status. Self-irony and new approaches to advertising are principles that allowed an unprofitable company to grow profits by 49% over several years.
What to take into account?
Use of viral content and self-irony. Even if you have a conservative product, try to joke within acceptable limits.
LG and influencer photographers
LG invests in influence marketing, that is, cooperation with influential social network users, bloggers, media personalities, and authors with a large audience. To promote the LG V20 smartphone with improved camera functions, the company attracted famous photographers - Dylan Ferst , Jordan Herschel , Kayla Quipera , Jeremy Cohen and others. Having called themselves “ambassadors” of the brand, they began to demonstrate to subscribers the camera capabilities of the new LG smartphone in personal profiles on a social network.
What's cool?
The merit of LG marketers is in making the right choice influencers, which led to excellent results, including active sales. The advertising campaign provided a total reach of 3.2 million users. One hundred posts received 1.2 million likes and 10 thousand comments. Photos of Dylan Furst alone were liked by users 62 thousand times. Bloggers, using the hashtag #lgv20, provoked the emergence of user-generated content - subscribers posted about 7.5 thousand works shot on the LG V20 smartphone.
10 days after release new smartphone More than 200 thousand people bought LG, which is twice as high as the sales results of the V10 model released a year earlier.
What to take into account?
- Collaboration with influential Instagram users. At the same time, sometimes it is better to give preference not to top bloggers with millions of subscribers, but to thematic profiles with a target audience.
- Involvement of professional photographers. High-quality visual content is the basis of a successful Instagram campaign.
"Influencer" at the helm Disney
Disney's multimillion-dollar Instagram account also conducts experiments to engage its audience. At the beginning of 2017, before the release of the film “Beauty and the Beast,” the Disney profile was “captured” by Luke Evans, who played Gaston in the film. The company's official account partially turned into the star's personal social network, which positively excited subscribers.
What's cool?
Disney used the method of bringing in an “influencer,” the star of the film, but letting him take the helm of the official profile. The actor has been posting behind-the-scenes photos and interacting with followers for a limited time. This gave fans the opportunity to see rare content. When the campaign ended, some of Luke Evans' fans who signed up for him at Disney remained the studio's audience.
What to take into account?
- Changing the perspective. For example, ask a manager, a client, a cleaning employee, or, again, a “guest star” to manage the account for a while.
- Internal kitchen. Try to lift the curtain and show subscribers what is happening inside the company.
Adobe and User Content
A creative software developer has found a mutually beneficial way to interact with users on Instagram. Each month, Adobe posts a topic and hashtag in their profile bio, inviting creative followers to showcase their work. The most interesting ones are sent to the official profile indicating the author’s profile, and a link to his portfolio goes into the account header. For example, at the time of writing, the company has set a topic and is waiting for photos and videos of unusual phenomena.
Why cool?
Adobe's vibrant profile is driven by user-generated content that inspires artists, designers, photographers, videographers, and people interested in creativity. At the same time, authors are motivated to participate in competitions, because Adobe provides advertising for their work in the company profile. Every month hashtag with new topic collects 1.5–3 thousand posts from subscribers.
What to take into account?
Motivating subscribers to create user-generated content. Think about what users would be willing to do for the company (photos, videos, stories, reviews, etc.) and what to offer in return.
Heinz - stories with food delivery
Ketchup manufacturer in collaboration with
Small businesses do not have large marketing budgets, and therefore turn to a seemingly inexpensive investment - promotion on social networks. Thus, there is a great risk - in social networks there are much more opportunities to waste your budget. Seeming simplicity and accessibility literally turns into a money vacuum cleaner.
We believe that the most important aspect of promotion is tracking the financial performance of advertising. And in order to understand this process in its entirety, it is necessary to describe a case for setting up targeted advertising from start to finish.
Why Instagram?
The problem is in the landing page - the salon’s website was created in the designer, was rarely updated, and compared to the Intsagram account, it rather looked like an extra step on the way to the application.
Known disadvantages of Instagram:
- bad positions in search engines- the site is indexed better
- incomplete statistics: shows a very limited set of data, while Metrica and Analytics store site statistics down to the smallest detail
- limited format: photos, videos, text underneath, stories and profile design, whereas you can publish literally anything on the site
insignificant compared to the advantages:
- Free: no need to pay for hosting, development, domain renewal
- Loads quickly
- There are all communication functions: find out the address, call or write to a consultant
- The Highlights block is convenient for publishing reviews, videos “how to find us” and even a catalog of services
Where did you start?
- We checked the account from the client’s point of view so that everything required fields were filled in: address, phone number, opening hours, etc. - usually most commercial accounts have no problems with this
- Agreed on
- The first sale, according to the forecast, brought a meager profit, so we discussed LTV accounting and agreed to work together on repeat sales and increasing the average check
It is necessary to stop at this point: a large number of businesses will soon face the difficulties of calculating LTV, so we will tell you how we made the forecast.
In our experience, “on average in a hospital,” leads for a non-virtual product from Instagram come at prices ranging from 150 to 1,500 rubles. If the price of a product is relatively low, there is a risk of low conversion from lead to sale, and a fine line appears, on opposite sides of which lie profit and loss.
Let’s illustrate: let the average hair coloring service cost 3,000 rubles. Of these, 1,500 rubles are fixed costs for consumables and piecework payment for the work of the master. The remaining 1,500 rubles is “profit” (we simplify) plus advertising costs. Let's connect the price per lead, conversion from lead to sale and profit from the sale:
A straight line means a “zero sale”, a gray area means a loss-making sale, and a white line means a profitable sale. On average, our advertising fell within the area bounded by an oval.
Obviously, the first sale will not bring significant profit, and sometimes, on the contrary, it will be negative. Working with conversion and reducing the price per application will not help either - the gain will be small, and the number of leads at a low price is limited.
A repeat sale could radically improve the situation. If one out of ten clients returns to the salon and orders with an average bill of 3,000 rubles, then the problem of payback will be solved. The graph will look like this:
One in ten “returned” customers radically solves the problem of low profits from the first sale.
Instagram Marketing Strategy
The target audience is women similar to existing regular customers.
Evaluating the effectiveness of targeting and ads - based on the cost of a lead, or, in extreme cases, the cost of a click.
Accounting for financial indicators: conversion from lead to sale, sales price, customer LTV.
CRM
The beauty salon industry can boast that specialized CRMs are developed for it. Such products do not need to be modified to suit the specifics of the business - everything is already ready for them. Our customer has been using Yclients for several months.
It is convenient for beauty salon administrators:
CRM administrator interface for beauty salons
And for the marketer and analyst:
Customer base in CRM
Financial Performance Tracking
We do not send synthetic indicators in reports to the client. Impressions, CTR, cost per click - each of them can be interpreted differently, they are in no way related to the financial results of advertising.
Only data that we or the customer can influence:
Accounting for applications and records for services in a beauty salon
Compare the “Toning_old” and “Toning” campaigns - the conversion from lead to record has dropped. Something has changed at the stage when the administrator calls the client and offers convenient dates for recording.
Solutions options:
- prepare a conversational script for the administrator so that both he and the owner are sure that the leads who refuse to sign up are definitely unqualified
- Check new applications regularly to ensure that there is enough time between sending and calling. minimum time
- disable advertising at night, when the administrator cannot call back in the next few minutes
- double-check your advertising settings so that it does not attract clearly unqualified leads, for example from other regions or those misled by the text of the ad
We connected the Zapier service, which sends new leads to the administrator’s email or phone via SMS, and checked the ads and settings again to eliminate any misunderstandings. The customer discussed the conversation pattern with the administrator and began to strictly control new leads. Within a week, the conversion returned to the average value of ~50%.
The first half of the table is updated “day by day”: we received a lead, signed up the client for the procedure, and added data to the table. The second part is designed for long-term ad tracking:
Long-term accounting of sales and finances
Registration at the salon takes place by phone on the day the application is sent, and sale occurs over time, usually no more than a month, on average after 10 days.
In the screenshot, there were five sales for the “Toning” campaign and two sales for the “Coloring + Haircut + Care” campaign.
Please note how different the financial results are from the synthetic ones: the cost of a lead in the standard campaign is 410 rubles; for the two we set up - more than 500 rubles, and the profit from the sale differs significantly.
Excel formulas instead of manual work
Why does an ineffective campaign work?
An attentive reader has already noticed that the “Tinting” campaign shows results much worse than the old campaign: the lead price is 150 rubles higher, the entry price is twice as high, the cost per sale is equal to the average bill, and ROI is 0%! And we continue to work with these settings instead of returning to "Toning_old".
The explanation is simple - this campaign is subordinated marketing strategy, but the old one is not.
Audience settings for old and new campaigns
- Before launching advertising, we discussed with the customer that the main profit would come from repeat sales. In the previous campaign, clients were anyone whose interests, according to Facebook, were beauty salons. The new campaign uses Lookalike audiences from customers (taken from CRM), and priority is given to them depending on accumulated LTV. In simple words, we show ads to people similar to existing customers, with priority given to those who brought in the most revenue.
- The advertisements advertised a promotion with a price significantly lower than the market. We expected that some girls would be ready to come to the other end of Moscow for the sake of a lucrative offer, and then forget about the salon forever and no longer sign up for its services. To limit the display of advertising to them, geotargeting is set up for those who live no further than 8 kilometers and could easily go to the salon regularly.
- The low price of the service also explains the low ROI: the purpose of advertising is to attract more people from the target audience, and not get high profits from the first sale.
Tracking sales in the Facebook advertising account
To do this, we set up and launched offline conversions, which provide several additional bonuses for advertising:
- Sales and bookings appear directly in advertising office
- Conversions are counted towards advertising even if the buyer did not go to the site, but, for example, called from Instagram
- Audiences of people similar to customers are updated automatically
The function is not necessary for effective advertising, but sometimes it can be very useful - for example, for a business where sales take place not on the website, but in an offline store. A description of the operating principle would be too much of a lyrical digression, so we...
Advertising with the goal of “lead generation”
Facebook cares about user experience, so it launched the “Lead Generation” format. By clicking on an advertisement, the visitor, without leaving the application, immediately sees a pop-up window with an advertising offer and can leave contacts for a call back:
The window with the offer pops up instantly, without transferring the visitor to the site. The name and phone number are entered into the application form automatically from the data that Facebook has.
In this case, we tested advertising with a lead form and advertising that brought the client to the site; the first one was effective. Traffic from Facebook and Instagram is on average 2/3 mobile, and the lead form does not require a landing page, nor does it need to optimize site loading speed and its display on small screens.
Some advertisers consider lead forms to be a panacea and literally forget about the rules of good manners in front of the audience: it is believed that it is possible not to inform the viewer, to mislead him with advertising text, as long as he leaves contacts. We consider this approach almost fraudulent, so the lead form at least repeats the advertising text, and ideally, clarifies and continues it:
No need to say that the conversion from lead to sale Above is the form with detailed text.
Retargeting
There are few marketing tools that can be confidently recommended to almost everyone. But retargeting is one of them, not counting a small number of business areas. Typically, retargeting refers to repeated advertising to site visitors who have not made a purchase. Sometimes the site's audience is segmented, and personalized advertising is shown to each segment.
The buyer of boots should be offered insoles and care products,
for those who have not signed up for courses - individual lessons,
Those who left the “Store Addresses” page will receive free delivery.
- All Instagram profile visitors
- Liked any post in the last... days
- Those who opened the lead form but did not submit it
- Everyone who interacted in any way with any post - regular or advertising. For example, I enlarged the photo, clicked on the “more” button, and scrolled through the gallery.
- Buyers whose contact information the advertiser has
- Traditional retargeting: website visitors
Four audiences from this list turned out to be effective for our customer and brought additional sales.
It's off season
August is the holiday season. At the beginning of the month, advertising performance dropped sharply and the price per application began to exceed the price of the service. It was necessary to urgently adjust the strategy. We decided to work for the future - so that in September advertising for leads will become even more effective than before.
Expanded the audience
To generate leads, the audience, limited by geography and age, numbered only 120 thousand accounts. The optimization mechanism narrowed the reach even further - Facebook showed ads only to accounts with the highest probability of leaving a request. During the week, the campaign brought in 5-10 applications, although the daily reach rarely exceeded 1.5 thousand impressions:
After expansion, the “quality” of the audience deteriorated: the reach doubled, the number of clicks tripled, but there were no leads:
Coverage has increased, the number of clicks has increased, leads and sales have practically not been registered
Reduced requirements for target action
If people on vacation are not going to leave requests, we will make sure that they remember the advertisement and come to the salon when they return to Moscow. We launched promotion of posts with the goal of “going to Instagram profile” and filtering out those that bring the most inexpensive clicks.
There were six such posts and in total they brought in almost 500 interested people:
Promoting posts with the goal of “profile clicks” brings interested customers, who can later be used for retargeting.
- The wide audience is “filtered”, separating people who are truly interested in the services
- People put likes on posts, which are saved behind the post and are visible not only in advertising, but also during regular organic viewing
- Both audiences are convenient to use for retargeting when the off-season ends
- Difficulty tracking sales. Leads and sales from these people will be attributed to the retargeting ads, when in fact the credit for attracting the customer should be given to these posts.
- Overall low performance due to poorly targeted audience
Note that we didn't mention subscribers (although there probably were) because we believe that .
What reports do we send and why?
Specialist in contextual advertising: expenses - number of leads - price per lead. It is advisable to supplement the number of sales and the cost of attracting one client. The customer only needs to periodically give feedback, according to which the audience, goods and services and budget are adjusted.
Typical report to a customer on targeted advertising
Unformed demand, dozens of strategies, unstable and sometimes irreproducible results force us to regularly discuss all the little things, and sometimes “get into the business” - recommend changing something in internal business processes.
We always say that before increasing your advertising reach, you need to look for bottlenecks at the deeper stages of the funnel: conversion of an application to an entry, an entry to a sale, a primary client to a permanent one.
Only by constantly working on these stages, seemingly far from advertising, can we achieve the main goal - for advertising to make a profit.
