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Lingerie brand Tribuna
1,55-3%
CTR
down to 17%
bounce rate
up to 2 500 RUB
average purchase price
Tribuna is a well-known brand of plus-size lingerie. Tribuna sells lingerie both directly and via marketplaces such as Wildberries, OZON and others.
Background
Key Goals
- Increasing orders in the Tribuna online store
- Using the traffic of competitors who also sell the Tribuna brand
Target Audience
Young women from 20 to 30 years old and women from 30 to 50 years old whose clothing size is L and above.
02Interests of the Target Audience
- Comfortable underwear that will hide all the flaws and emphasize the advantages of the figure
- Shaping lingerie that reliably maintains shape
- Search for underwear of non-standard sizes
- Search for beautiful plus-size lingerie and swimwear (as opposed to standard models)
Sales Points
The client told us that the brand’s products are sold both directly through the online store and at marketplaces: Ozon, Wildberries, Yandex.Market. The client also gave us access to their VK community — an additional channel for receiving orders.
04Advertising Campaign Period
From 2022 to present
05
Strategy
Ad Channels:
To solve the problem, taking into account the limited monthly budget, we have chosen the following channels: Yandex.Direct and VK. Since this is a full-fledged ECOM project with the ability to view statistics in an e-commerce report, a product campaign was a mandatory launch point. For this purpose, our developers created an auto-updating feed suitable for the TT account of VK advertising and Yandex.Direct.
Geography: St. Petersburg+LO, Moscow, the Russian Federation
Promotional Materials
Креативы клиент делает самостоятельно на основании наших рекомендаций по акциям нового месяца. Изначально мы тестировали крео по комплектам белья, поскольку на отдельный комплект предполагалась своя акция.
После нескольких тестов мы поняли, что отдельные комплекты меньше интересуют пользователей, чем просто акции на ассортимент белья и купальников. Поэтому было решено использовать скидки/акции+главные УТП Tribuna (комфорт, стильный дизайн, конструкция модели, эргономичность).
В ходе запуска нам требовалось решить 2 важные задачи:
увеличить количество заказов;
отобрать трафик у конкурентов в поисковой выдаче.
The Advertisement Campaign
We initially analyzed the target audience and requested portraits of potential users from the client. We also studied the interests of the target audience through affinity analysis of Yandex.Metrica. Based on this, we obtained the following data:
- Women from 18 to 40 years old are a potential target group
- Women from 40 to 55 years old make purchases most often
- Potential interests: clothing, shopping, children's products, recreation
- St. Petersburg and Moscow know the Tribuna brand best
- Regions - expansion of knowledge about the brand is required in the geopoints of Tribuna presence
Tools
We selected our targeting tools based on the analysis of the target audience: F, 18-24, 25-44, 45-55 years old.
Geo: Moscow and St. Petersburg.
Extended geo of the Russian Federation: Far East, Siberia, Ural, Volga region, North Caucasus, Southern Federal District, Northwestern District, Crimea, Central Federal District.
Demographic targeting
Customization in accordance with the groups of each category of target audience
Platforms and bid adjustments
Taking into account the interests and habits of the audience, locations for displaying ads were selected and age adjustments were made
Promotion of product categories
We distributed the budget between the most popular categories: underwear and swimwear (based on the season), as well as monthly promotions/certificates/discounts
Advertising tools
Great emphasis was placed on product campaigns - a feed was created for the client that met the requirements of Yandex.Direct, VK advertising, and the VK Community. Inside the feed, categories were optimized and divided, product cards were organized
Dynamic remarketing
VK: catch-up advertising based on past events recorded by the VK pixel (viewing a card, interacting with basket). Yandex.Direct: ads for product cards in the advertising network that were previously viewed by the user on the site
Demographic targeting
Tracking click-through rate, conversion to order and purchase, cost per click and CPL. Regular optimization of campaigns: adjusting keywords, texts and targeting, cleaning sites, weekly minus, testing new strategies.
During our work with the client, we managed to create a combination of campaigns that consistently brought good results
from 0.5 to 6-10%
conversion rate growth
from 0,1 to 0,5-0,8%
conversion to repurchase growth
down to 17%
bounce rate
2:18 min
average time on the website
1,55-3%
CTR
up to 2 500 RUB
average purchase price