City of Masters is a manufacturer of entrance doors and plastic windows in Novosibirsk with 25 years of experience.
The company also installs its own products.
The client applied for promotion on Instagram, the start of maintenance was scheduled for May 2021.
First of all, we determined the role of content in promoting the company and built a funnel on the site. After testing the hypotheses, a chain was formed:
- Targeted advertising attracts an interested customer.
- An interested client studies the content on Instagram, and trust in the brand arises. User transition to the site.
- On the site, the client studies the catalog and purchases the goods.
We track the audience at each stage of the funnel in order to run repeat advertising on potential customers.
3
By the end of March, the cost of a lead decreased by 3 times.
- 182 published posts
- 0.42% ER
- 1.53% ERReach
- 1756 likes
- 150 118 people — coverage
- 223 comments
- 312 saves
In March 2022, a decision was made to change the promotion platform.
The client already had a group on VKontakte, but there was no activity in it.
First of all, we made a menu and a widget. The menu helps the client to immediately navigate the group, and the widget tells us that we are ready to answer any question.
Unlike Instagram, most VKontakte users access the social network from a PC. Therefore, we changed the image formats and adapted the content for the desktop version.
In our experience, VKontakte stories work several times worse than on Instagram.
But on the site there is a «Stories» tool: an alternative to highlights that allows you to save stories. We began to publish stories in Plots that will not lose their uniqueness over time: door terminology, history of doors, stories with characters.
Stories still did not attract attention at the moment, but over time they collected views.
Filled out VKontakte product cards.
We also used the article toolkit.
We filled in the «About the company» blocks, provided the articles with links, marked them with UTM tags.
Polls and competitions began.
Some of the creatives already tested on Instagram have proven themselves well on VKontakte. Content continues to prove relevance and expertise, while targeting remains the main source of leads.
We connected a unique VKontakte toolkit — contextual target.
Even after a short period of work, the number of the audience is actively growing. Only one contest, among the conditions of which there was no subscription, brought up to 70 new subscribers.
The VKontakte advertising auction is now very «overheated» — the cost of a lead has increased, but the average bill has also increased by 2.5 times.
- 57 publications
- 1,32% ER
- 2,17% ERReach
- 27 871 people — coverage
- 165 comments
- 111 reposts