How to increase average income by 24% in a 3-month media flight:
Posted: Thu Feb 20, 2025 6:27 am
«AllTools.ru" is the largest online hypermarket in the DIY sector in Russia: 17 years on the market, 800 stores across the country, more than 40 million site visits monthly, 2 million record orders per day, more than 14,000 brands are represented on the site, including private labels. Included in the top 5 in the "Home and Garden" category according to the Similarweb rating in 2023.
"VseInstrumenty has a huge in-house performance team, but we are constantly looking for new practices. In the spring of 2023, we were faced with the task of increasing brand awarenessINFORCE(our own brand) andAEG, for which we are the exclusive distributor.
It was clear that performance tools were not enough to dominican republic cell phone number list achieve this goal, and from the media, we only had experience working with bloggers.
That's why we turned to our colleagues from Ingate for their expertise. Our task was to test digital media, understand how to measure efficiency in this channel in addition to standard reach metrics, and also outline a development path in this direction ."
Maxim Yesefiev, Marketing Specialist, Advertising Department , VseInstrumenty.ru
Project objectives
Increased awareness of two brands:
INFORCE — automotive tools;
AEG - repair tools.
The main target metric is the growth of demand in Yandex Wordstat.
Project nuances
Before the launch of the campaign, an analysis of the impact of seasonality on demand over the past 2 years was conducted, which showed that a seasonal surge/drop can happen unexpectedly in any month from March to May.
In order not to mistake the resulting surge in demand for the influence of seasonality, together with colleagues from VseInstrumenty.ru, it was decided to use media advertising in Yandex Direct to evaluate the dynamics of search queries among users who saw the advertisement. This is the so-called Search Lift. Brand Lift was also used in parallel to have additional "pros" or "cons" of the selected channel.
"VseInstrumenty has a huge in-house performance team, but we are constantly looking for new practices. In the spring of 2023, we were faced with the task of increasing brand awarenessINFORCE(our own brand) andAEG, for which we are the exclusive distributor.
It was clear that performance tools were not enough to dominican republic cell phone number list achieve this goal, and from the media, we only had experience working with bloggers.
That's why we turned to our colleagues from Ingate for their expertise. Our task was to test digital media, understand how to measure efficiency in this channel in addition to standard reach metrics, and also outline a development path in this direction ."
Maxim Yesefiev, Marketing Specialist, Advertising Department , VseInstrumenty.ru
Project objectives
Increased awareness of two brands:
INFORCE — automotive tools;
AEG - repair tools.
The main target metric is the growth of demand in Yandex Wordstat.
Project nuances
Before the launch of the campaign, an analysis of the impact of seasonality on demand over the past 2 years was conducted, which showed that a seasonal surge/drop can happen unexpectedly in any month from March to May.
In order not to mistake the resulting surge in demand for the influence of seasonality, together with colleagues from VseInstrumenty.ru, it was decided to use media advertising in Yandex Direct to evaluate the dynamics of search queries among users who saw the advertisement. This is the so-called Search Lift. Brand Lift was also used in parallel to have additional "pros" or "cons" of the selected channel.