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Targeting
Metalix
Metalix is a manufacturer of zoning structures and doors that creates stylish, high-quality solutions for interiors in modern formats (loft, minimalism, etc.).
Situation at the start:
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Results of cooperation: The cost of the lead is 26 $
Low number of applications
Most leads did not meet budget (mass market inquiries)
Average check — ~20,000 UAH
Tasks:
Preparatory block:
- Reduce the cost of a lead
- Increase the number of applications
- Improve lead quality
- Increase the average check
Key milestones and indicators:
- In-depth analysis of target audience (behavior, triggers, selection criteria)
- Competitive environment analysis
- Formation of a clear premium positioning
- Main landing page optimization
- Creating additional landing pages for different offers
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Advertising system: 23 campaigns launched
the main goal is conversions on the website
system remarketing
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Audiences: interests: renovation, interior design, furniture
real estate and residential complexes
adjacent premium segments -
Creative formats: static ads
conversational videos
cases of implemented objects
demonstration of zoning structures and doors in the interior -
Communication emphasis: premium quality
specializing in loft style
individual solutions for the client
Results obtained:
1451 leads from the site
Average cost of lead — 7.39 $
60% leads — qualified
The average check increased to UAH 65,000
The cost of lead has decreased by more than 3 times
The average check has increased more than 3 times
Leads began to correspond to the premium segment
A stable flow of applications has been ensured over a long period of time
