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)