Context: well-known brand, low efficiency of communication through sales, season
Objectives:
1. Changing communication focus from discounts to the product key features (orthopedic insole and comfort);
2. Attracting 10 new audience groups and preparing personalized communication solution for each of them;
3. Creating communication solutions for certain product segments;
4. Doubling up CRR;
5. Conducting the testing of different communication solutions for retargeted audience groups.
What we did:
1. We prepared a commercial calendar;
2. After that, the audience was divided into groups by age, gender and region. We developed personalized communication solutions for each group: the younger segment had a focus on fashion/ the older one focused more on health and comfort).
3. Finally, we held a series of tests and scaled successful matchings with the help of budget.
Result:
1. CRR has grown to 105% with the same budget
2. 5 sustainable audience groups with different communication solutions have been formed (new categories have been launched and discounts have been provided for previous groups)
