Customer: Puppyoo is the No. 1 vacuum cleaner manufacturer in China.
Service: promotion in social networks, video marketing.
Site: shop on AliExpress.
The target audience: The largest and most promising segment of Central Asia is housewives from 20 to 45 years.
Our task was to bring the brand to the Russian market, increase its visibility and bring the targeted traffic to the seller’s page on AliExpress. Since the client does not have his own website, we decided to work in four directions:
- posting external publications;
- working with opinion leaders;
- posting in social networks and maintaining targeted advertising;
- shooting video and advertising on YouTube.
All work was aimed at promoting 9 models of vacuum cleaners. The advertising campaign lasted from 11/06/2016 to 11/16/2016. As you can see, we worked on the project a year ago. The more interesting - in the case you will see how part of the work done still brings results.
Placing reviews on opinion leaders blogs and popular sites
First of all, we decided to order ads from popular bloggers. We considered a variety of options and eventually bought 5 placements. All content bloggers have prepared themselves.
- Website blogger Valentine Petukhov, known as Wylsacom
For a review article we provided a Puppyoo V-M611A vacuum cleaner.
Reference to the publication: "The Tale of the Robot Vacuum Cleaner."
The number of views from 11/09/2016 to 11/16/2016 - 2,530.
- Blogger Alexandra Pluswomen
The review was posted on iTao, a popular site for reviews and reviews of products from online stores.
Reference to the publication: "Glamorous dust mite fighter."
More than 10,000 people have signed up for Alexandra's blog on iTao. From November 10, 2016 to November 16, 2016, the review received 188 likes.
- Alexey Nadezhin's blog "A life full of impressions"
By popularity, this blog LiveJournal takes 15 place in the Moscow region.
Reference to the publication: "Vacuum cleaner PUPPYOO D-9002".
The review was very high quality. In the period from 11/09/2016 to 11/16/2016 he collected 60 comments and 26 shareings.
- Blog "Beautiful Woman's Journal"
The blog is ranked 102 in the overall popularity rating of LiveJournal users.
Link to the publication: "The rules of fun lazy."
Irina Tolstova, the author of the blog, not only wrote a fascinating text, but also spent a whole studio photo session with a vacuum cleaner. In the period from 10/11/2016 to 11/16/2016, the publication received 93 comments and 64 shares.
- Internet portal for parents "Nanny.ru"
Reference to the publication: "10 and 1 way to spend free time."
Video ads from YouTube bloggers
To sell a product, you need to show it to your target audience. Although the text reviews were very high quality, the video for this purpose is much more suitable. We contacted a lot of bloggers and eventually agreed with four of them.
- "Parcels from China for CergeyNChina"
Channel dedicated to unpacking packages from Chinese online stores. The number of subscribers at the time of publication of the video - 73,784.
The number of views in the period from 11/11/2016 to 11/16/2016 - 4,123.
Number of views at the time of publication of the case - 8 011.
- Senya miro
Vlog young mom. The number of subscribers at the time of publication of the video - 51 458.
The number of views in the period from 11/09/2016 to 11/16/2016 - 14,136.
Number of views at the time of publication of the case - 16,546.
- "Happy mistress"
Irina Sokovs Lifestyle blog. The number of subscribers at the time of publication of the video - 102 767.
The number of views in the period from 11/15/2016 to 11/16/2016 - 3,127.
Number of views at the time of publication of the case - 14,658.
Channel blogger Alexandra Pluswomen. Alexandra prepared this video as a bonus to her review on the iTao vacuum cleaner. The number of subscribers at the time of publication of the video - 114.
The number of views in the period from 11/10/2016 to 11/16/2016 - 76.
Number of views at the time of publication of the case - 1 722.
The main conclusion we made is that video advertising for bloggers also works in the long term. All reviews were published a year ago, but they are still viewed.
Create videos and advertise on YouTube
For the promotion of models V-M611A and WP510 were shot two commercials.
For each video, targeted ads were launched in a preroll format on YouTube. The campaign lasted 2 days. Results:
Email marketing is an effective sales channel, so we decided not to bypass it. We contacted 6 popular email portals in RuNet and agreed on advertisements.
The number of subscribers at the time of distribution is about 40,000. The advertising issue duplicates the article "10 and 1 ways to spend free time" posted on the portal site. View the newsletter here.
The number of subscribers at the time of distribution was about 300,000. An advertising banner was placed on the list.
The number of subscribers at the time of distribution was 15,000. As in the past case, an advertising banner was placed on the list.
- "Calendar of events"
Newsletter portal calend.ru. The number of subscribers is unknown. In the release was placed advertising banner.
Newsletter popular educational magazine. The number of subscribers is unknown.
- "Handmade Runet"
Darievna.ru - portal about knitting, sewing, embroidery and needlework.
Advertising in public communities and pages "VKontakte"
Through the official exchange of advertising records "VKontakte" we bought 20 reposts in large public groups, most of which are aimed at a female audience. Unfortunately, at the moment there are only five publications:
- "Cool stuff!" Link to the entry - //vk.com/wall-100437495_23061
- "Cook together". Link to the entry - //vk.com/wall-28565318_77779
- "Oh, these animals!" Link to the entry - //vk.com/wall-65320054_68463
- "Women's secrets". Link to the entry - //vk.com/wall-27880348_122878
- "Aloud". Link to the entry - //vk.com/wall-56048543_251406
In the other publics, advertising records were deleted some time after publication, but we still have statistics. Scroll to view statistics for the remaining 15 publications. In the captions you will find the names of the communities.
Targeted advertising in "VKontakte"
We have prepared and published 9 publications in the official community of Puppyoo VKontakte. For each post, contextual advertising was launched.
- Raffle in honor of world shopping day
In addition to advertising, the publication received a large viral coverage - this is due to the fact that one of the conditions for participation in the contest was a repost record to your page.
- World Shopping Day Announcement
- Post with a discount on the vacuum cleaner Puppyoo V-M611A
- Post with a discount on the model WP510
- Post with the announcement of a discount on the car vacuum cleaner D-708
- Post with the announcement of discounts on the model WP9005B
- Post with the announcement of discounts on the model WP601
- Post with the announcement of a discount on the robot vacuum cleaner V-M900R
- Post with the announcement of a discount on a portable vacuum cleaner D531
Instagram Targeted Advertising
The client provided us with 3 ready-made advertising images that we used to run targeted advertising on Instagram. All 3 campaigns lasted 5 days.
Publication from Puppyoo Vacuum Cleaner (@puppyooappliance) Nov 10 2016 at 11:42 PST
- coverage - 409,474;
- clicks - 4,975;
Publication by Vacuum Cleaner Puppyoo (@puppyooappliance) Nov 7 2016 at 10:17 PST
- coverage is 42,920;
- clicks - 147.
Publication by Vacuum Cleaner Puppyoo (@puppyooappliance) Nov 7 2016 at 10:19 PST
- coverage - 10,787;
- clicks - 29.
The first ad turned out to be the most effective - almost 5,000 transitions to the Puppyoo store on AliExpress.
Let's sum up
So, we promoted 9 models of vacuum cleaners. We did not have the ability to track traffic through analytics systems, since the client does not have a site, so we used the service of reducing links Bit.ly. Let's see how many views we managed to get to the page of each vacuum cleaner in the period from 11/09/2016 to 11/16/2016.
4,504 clicks on an abbreviated link, almost all of which are from Instagram — targeted advertising on this social network has been very successful.
337 clicks. Most of the posts from blogger Alexey Nadezhkin on LiveJournal.
96 clicks, almost all of Instagram - the result of targeted advertising.
514 clicks. The main source of traffic was again Instagram. From the email-mailing portal "KhlebSol" we received a total of 16 transitions.
940 transitions, 335 of which are from YouTube.
Advertising activities on the page of this vacuum cleaner model gave us 998 transitions.
Exactly 800 clicks on the link. Of these, 113 with targeted advertising on Instagram and only 10 with email newsletter ovkuse.ru
1,282 clicks. We got 455 of them from a LiveJournal publication in the Journal of the Beautiful Woman - a very good result.
815 clicks. 496 of them from the site of the blogger Wylsacom.
Total - 10 286 transitions to the seller's page in AliExpress.
Unfortunately, the client did not disclose sales statistics.
A few conclusions:
- Targeted Instagram advertising turned out to be the most effective channel for attracting traffic.
- The most ineffective channel is email-mailing on the most popular portals among Central Asia.
- Advertise with bloggers in LiveJournal gave a very good result with minimal labor costs, because bloggers prepared all the content themselves.
- YouTube video ads worked well to increase brand awareness. Two pre-rolls have collected more than 200 thousand views, and browsing videos from bloggers still get views.
That's all. I hope you enjoyed this case. Want us to develop and launch an advertising campaign for your product? E-mail us at [email protected] or call 8 (800) 775-16-41. Consultation is free :)