BLACK+DECKER

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Брендформанс кампания
для BLACK+DECKER

Увеличили продажи электроинструментов BLACK+DECKER в коллаборации с фильмом «Черная Вдова»

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BLACK+DECKER — Американский производитель электроинструментов, аксессуаров, товаров для дома, бытовой техники и крепежных систем.

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BLACK+DECKER X Marvel

В предверии блокбастера «Чёрная Вдова» BLACK+DECKER запустил акцию на электроинструменты.

По условиям акции нужно было ответить на вопросы о киноновинке, те, кто ответили правильно, участвовали в розыгрыше призов: промокод номиналом 1000 рублей на покупки в официальном магазине BLACK+DECKER, билеты в кино, а также суперприз — многофункциональный набор инструментов.

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Задачи

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Запуск рекламных кампаний

Рекламу мы запустили в FacebookInstagramYouTube и VK.
Каждый шаг воронки зависел от предыдущих действий
пользователя

Открытие воронки

Первое касание с пользователями — длинный промо-ролик фильма с рекламной интеграцией электроинструментов, который был запущен за три недели до релиза «Чёрной вдовы».

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Два сценария после просмотра ролика:

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Запуск трафика на маркетплейсы

Классическая Performance — кампания со статическими и анимированными баннерами шла параллельно с длинным промо-роликом, который вел на официальный интернет-магазин BLACK+DECKER.

К моменту выхода фильма в прокат, мы уже собрали аудитории для ретаргетинга.
Далее нужно было правильно проработать аудитории:

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Оптимизация рекламной кампании

В течение всей кампании мы добавляли и тестировали новые рекламные форматы: ввели подборку с «товарами-героями», товары, которые требуют наибольшей рекламной поддержки.

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Результаты

Пиковые продажи электроинструментов BLACK+DECKER в месяц размещения: в июле 2021 года.

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на 114%

Общее перевыполнение плана по медийным составляющим

на 186%

Выросли продажи на Wildberries к прошлому году при среднем росте в 73%.

на 101%

Выросли продажи на OZON к прошлому году, при том, что средний рост бренда на площадке год к году составляет 47%.

+ 2500

Подписчиков в официальной группе бренда VK.