Увеличили продажи электроинструментов BLACK+DECKER в коллаборации с фильмом «Черная Вдова»
%7B%22className%22:%22%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:0,%22right%22:0,%22bottom%22:0,%22left%22:0%7D,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
BLACK+DECKER — Американский производитель электроинструментов, аксессуаров, товаров для дома, бытовой техники и крепежных систем.
%7B%22className%22:%22%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:0,%22right%22:0,%22bottom%22:0,%22left%22:0%7D,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
BLACK+DECKER X MarvelВ 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.
%7B%22className%22:%22%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:0,%22right%22:0,%22bottom%22:0,%22left%22:0%7D,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
%7B%22render%22:%7B%22type%22:%22image%22,%22innerContent%22:%22Open%20Modal%22,%22image%22:%7B%22url%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/03/poster.jpg%22,%22mediaID%22:702%7D%7D%7D
Задачи
%7B%22className%22:%22is-style-with-background%22,%22container%22:%7B%22is%22:true,%22style%22:%7B%22backgroundColor%22:%22#f7f8fa%22%7D%7D,%22desktop%22:%7B%22paddingLeft%22:0,%22paddingRight%22:0,%22paddingTop%22:0,%22paddingBottom%22:0%7D,%22tablet%22:%7B%22paddingLeft%22:0,%22paddingRight%22:0,%22paddingTop%22:0,%22paddingBottom%22:0%7D,%22mobile%22:%7B%22paddingLeft%22:0,%22paddingRight%22:0,%22paddingTop%22:0,%22paddingBottom%22:0%7D,%22items%22:%5B%7B%22id%22:1,%22title%22:%22%D0%9F%D0%BE%D0%B2%D1%8B%D1%81%D0%B8%D1%82%D1%8C%20%D0%BC%D0%B5%D0%B4%D0%B8%D0%B9%D0%BD%D1%8B%D0%B5%20%D0%BF%D0%BE%D0%BA%D0%B0%D0%B7%D0%B0%D1%82%D0%B5%D0%BB%D0%B8,%20%D0%BE%D1%81%D0%BD%D0%BE%D0%B2%D0%BD%D0%B0%D1%8F%20%D1%86%D0%B5%D0%BB%D1%8C%20%E2%80%94%20%D0%BC%D0%B0%D0%BA%D1%81%D0%B8%D0%BC%D0%B0%D0%BB%D1%8C%D0%BD%D1%8B%D0%B9%20%D0%BE%D1%85%D0%B2%D0%B0%D1%82.%22%7D,%7B%22id%22:2,%22title%22:%22%D0%9F%D1%80%D0%B8%D0%B2%D0%B5%D1%81%D1%82%D0%B8%20%D0%B0%D1%83%D0%B4%D0%B8%D1%82%D0%BE%D1%80%D0%B8%D1%8E%20%D0%BD%D0%B0%20%D0%BE%D1%84%D0%B8%D1%86%D0%B8%D0%B0%D0%BB%D1%8C%D0%BD%D1%8B%D0%B9%20%D1%81%D0%B0%D0%B9%D1%82%20BLACK+DECKER%20%D0%B4%D0%BB%D1%8F%20%D1%83%D1%87%D0%B0%D1%81%D1%82%D0%B8%D1%8F%20%D0%B2%20%D0%B0%D0%BA%D1%86%D0%B8%D0%B8.%22%7D,%7B%22id%22:3,%22title%22:%22%D0%9F%D0%BE%D0%B2%D1%8B%D1%81%D0%B8%D1%82%D1%8C%20(%D0%B8%D0%BB%D0%B8%20%D1%83%D0%B4%D0%B5%D1%80%D0%B6%D0%B0%D1%82%D1%8C)%20%D0%BF%D1%80%D0%BE%D0%B4%D0%B0%D0%B6%D0%B8%20%D1%8D%D0%BB%D0%B5%D0%BA%D1%82%D1%80%D0%BE%D0%B8%D0%BD%D1%81%D1%82%D1%83%D0%BC%D0%B5%D0%BD%D1%82%D0%BE%D0%B2%20%D0%BD%D0%B0%20%D0%BC%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%BF%D0%BB%D0%B5%D0%B9%D1%81%D0%B0%D1%85%20%D0%B2%20%D0%B4%D0%B0%D0%BD%D0%BD%D0%BE%D0%B9%20%D0%BA%D0%B0%D1%82%D0%B5%D0%B3%D0%BE%D1%80%D0%B8%D0%B8:%20Ozon,%20Wildberries,%20%D0%A1%D0%B8%D1%82%D0%B8%D0%BB%D0%B8%D0%BD%D0%BA,%20DNS.%22%7D%5D,%22direction%22:%22vertical%22,%22markerSize%22:68,%22markerColor%22:%22#E75220%22,%22paddingBetweenMarkers%22:48,%22image%22:null,%22variation%22:%22standard-list%22,%22itemSettings%22:%7B%22bgColor%22:null,%22fontSize%22:16%7D,%22listStyle%22:%22list-decimal%22,%22fontSlug%22:%22dvg__font-size-normal%22%7D
%7B%22className%22:%22a-block%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:0,%22right%22:0,%22bottom%22:0,%22left%22:0%7D,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
Первое касание с пользователями — длинный промо-ролик фильма с рекламной интеграцией электроинструментов, который был запущен за три недели до релиза «Чёрной вдовы».
%7B%22src%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/02/funnels.svg%22%7D
Два сценария после просмотра ролика:
%7B%22className%22:%22list-scenarios%20is-style-standard-list%20custom-list%22,%22container%22:%7B%22is%22:false,%22style%22:%7B%7D%7D,%22desktop%22:%7B%22paddingLeft%22:0,%22paddingRight%22:0,%22paddingTop%22:0,%22paddingBottom%22:0%7D,%22tablet%22:%7B%22paddingLeft%22:0,%22paddingRight%22:0,%22paddingTop%22:0,%22paddingBottom%22:0%7D,%22mobile%22:%7B%22paddingLeft%22:0,%22paddingRight%22:0,%22paddingTop%22:0,%22paddingBottom%22:0%7D,%22items%22:%5B%7B%22id%22:1,%22title%22:%22%D0%9F%D0%B5%D1%80%D0%B5%D1%85%D0%BE%D0%B4%20%D0%B2%C2%A0%D1%84%D0%B8%D1%80%D0%BC%D0%B5%D0%BD%D0%BD%D1%8B%D0%B9%20%D0%BC%D0%B0%D0%B3%D0%B0%D0%B7%D0%B8%D0%BD%20BLACK+DECKER%20%D0%B4%D0%BB%D1%8F%20%D1%83%D1%87%D0%B0%D1%81%D1%82%D0%B8%D1%8F%20%D0%B2%C2%A0%D0%B0%D0%BA%D1%86%D0%B8%D0%B8.%22%7D,%7B%22id%22:2,%22title%22:%22%D0%A2%D0%B5,%20%D0%BA%D1%82%D0%BE%20%D0%BA%D0%BE%D0%BC%D0%BC%D1%83%D0%BD%D0%B8%D1%86%D0%B8%D1%80%D0%BE%D0%B2%D0%B0%D0%BB%D0%B8%20%D1%81%C2%A0%D1%80%D0%BE%D0%BB%D0%B8%D0%BA%D0%BE%D0%BC,%20%D0%BD%D0%BE%C2%A0%D0%BD%D0%B5%C2%A0%D0%BF%D0%B5%D1%80%D0%B5%D1%85%D0%BE%D0%B4%D0%B8%D0%BB%D0%B8%20%D0%BD%D0%B0%C2%A0%D0%BF%D1%80%D0%BE%D0%BC%D0%BE-%D1%81%D1%82%D1%80%D0%B0%D0%BD%D0%B8%D1%86%D1%83,%20%D0%BF%D0%BE%D0%BF%D0%B0%D0%B4%D0%B0%D0%BB%D0%B8%20%D0%B2%C2%A0%D0%B0%D1%83%D0%B4%D0%B8%D1%82%D0%BE%D1%80%D0%B8%D1%8E%20%D1%80%D0%B5%D1%82%D0%B0%D1%80%D0%B3%D0%B5%D1%82%D0%B8%D0%BD%D0%B3%D0%B0.%22%7D%5D,%22direction%22:%22horizontal%22,%22markerSize%22:68,%22markerColor%22:%22#E75220%22,%22paddingBetweenMarkers%22:0,%22image%22:null,%22variation%22:%22standard-list%22,%22itemSettings%22:%7B%22bgColor%22:null,%22fontSize%22:16%7D,%22listStyle%22:%22list-decimal%22,%22fontSlug%22:%22dvg__font-size-normal%22%7D
%7B%22render%22:%7B%22type%22:%22image%22,%22innerContent%22:%22Open%20Modal%22,%22image%22:%7B%22url%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/03/poster-2.png%22,%22mediaID%22:707%7D%7D%7D
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:
%7B%22className%22:%22is-style-with-background%20custom-list-2%22,%22container%22:%7B%22is%22:false,%22style%22:%7B%7D%7D,%22desktop%22:%7B%22paddingLeft%22:0,%22paddingRight%22:0,%22paddingTop%22:0,%22paddingBottom%22:0%7D,%22tablet%22:%7B%22paddingLeft%22:0,%22paddingRight%22:0,%22paddingTop%22:0,%22paddingBottom%22:0%7D,%22mobile%22:%7B%22paddingLeft%22:0,%22paddingRight%22:0,%22paddingTop%22:0,%22paddingBottom%22:0%7D,%22items%22:%5B%7B%22id%22:1,%22title%22:%22%D0%9D%D0%B0%D0%B9%D1%82%D0%B8%20%D0%B2%D0%BE%D0%B2%D0%BB%D0%B5%D1%87%D0%B5%D0%BD%D0%BD%D1%8B%D1%85%20%D0%B7%D1%80%D0%B8%D1%82%D0%B5%D0%BB%D0%B5%D0%B9%20%D1%81%D1%80%D0%B5%D0%B4%D0%B8%20%D0%BF%D0%B5%D1%80%D0%B2%D0%BE%D0%B3%D0%BE%20%D1%8D%D1%82%D0%B0%D0%BF%D0%B0%20%D0%B2%D0%BE%D1%80%D0%BE%D0%BD%D0%BA%D0%B8.%22%7D,%7B%22id%22:2,%22title%22:%22%D0%A1%D1%80%D0%B5%D0%B4%D0%B8%20%D0%B2%D0%BE%D0%B2%D0%BB%D0%B5%D1%87%D0%B5%D0%BD%D0%BD%D1%8B%D1%85%20%D0%B7%D1%80%D0%B8%D1%82%D0%B5%D0%BB%D0%B5%D0%B9%20%D0%BD%D0%B0%D0%B9%D1%82%D0%B8%20%D0%BB%D0%BE%D1%8F%D0%BB%D1%8C%D0%BD%D1%8B%D1%85%20%D0%BF%D0%BE%D0%BB%D1%8C%D0%B7%D0%BE%D0%B2%D0%B0%D1%82%D0%B5%D0%BB%D0%B5%D0%B9%20%D0%BC%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%BF%D0%BB%D0%B5%D0%B9%D1%81%D0%BE%D0%B2.%22%7D,%7B%22id%22:3,%22title%22:%22%D0%92%D1%8B%D0%B4%D0%B5%D0%BB%D0%B8%D1%82%D1%8C%20%D0%BF%D0%BE%D0%BB%D1%8C%D0%B7%D0%BE%D0%B2%D0%B0%D1%82%D0%B5%D0%BB%D0%B5%D0%B9,%20%D0%BA%D0%BE%D1%82%D0%BE%D1%80%D1%8B%D0%B5%20%D0%BD%D0%B5%C2%A0%D0%BF%D0%BE%D1%81%D0%B5%D1%89%D0%B0%D0%BB%D0%B8%20%D0%B8%D0%BD%D1%82%D0%B5%D1%80%D0%BD%D0%B5%D1%82-%D0%BC%D0%B0%D0%B3%D0%B0%D0%B7%D0%B8%D0%BD%20%D0%B1%D1%80%D0%B5%D0%BD%D0%B4%D0%B0,%20%D0%B8%C2%A0%D0%BD%D0%B0%D0%BF%D1%80%D0%B0%D0%B2%D0%B8%D1%82%D1%8C%20%D0%B8%D1%85%C2%A0%D0%BD%D0%B0%C2%A0%D0%BC%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%BF%D0%BB%D0%B5%D0%B9%D1%81,%20%D0%B3%D0%B4%D0%B5%20%D0%BE%D0%BD%D0%B8%20%D1%81%D0%BE%D0%B2%D0%B5%D1%80%D1%88%D0%B0%D1%82%20%D0%BF%D0%BE%D0%BA%D1%83%D0%BF%D0%BA%D1%83%22%7D%5D,%22direction%22:%22vertical%22,%22markerSize%22:80,%22markerColor%22:%22#E75220%22,%22paddingBetweenMarkers%22:10,%22image%22:null,%22variation%22:%22standard-list%22,%22itemSettings%22:%7B%22bgColor%22:null,%22fontSize%22:16%7D,%22listStyle%22:%22list-disc%22,%22fontSlug%22:%22dvg__font-size-normal%22%7D
%7B%22src%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/02/traffic.svg%22%7D
%7B%22className%22:%22%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:0,%22right%22:0,%22bottom%22:0,%22left%22:0%7D,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
В течение всей кампании мы добавляли и тестировали новые рекламные форматы: ввели подборку с «товарами-героями», товары, которые требуют наибольшей рекламной поддержки.
%7B%22className%22:%22results-wrapper%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:0,%22right%22:0,%22bottom%22:0,%22left%22:0%7D,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
Пиковые продажи электроинструментов BLACK+DECKER в месяц размещения: в июле 2021 года.
%7B%22src%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/02/coins.svg%22%7D
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.
%7B%22variation%22:%22info%22,%22content%22:%22Meta%20Platforms%20Inc.%20%D0%BF%D1%80%D0%B8%D0%B7%D0%BD%D0%B0%D0%BD%D0%B0%20%D1%8D%D0%BA%D1%81%D1%82%D1%80%D0%B5%D0%BC%D0%B8%D1%81%D1%82%D1%81%D0%BA%D0%BE%D0%B9%20%D0%BE%D1%80%D0%B3%D0%B0%D0%BD%D0%B8%D0%B7%D0%B0%D1%86%D0%B8%D0%B5%D0%B9%20%D0%BD%D0%B0%20%D1%82%D0%B5%D1%80%D1%80%D0%B8%D1%82%D0%BE%D1%80%D0%B8%D0%B8%20%D0%A0%D0%A4.%22,%22icon%22:%7B%22url%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/09/infoblocksinfo.svg%22,%22mediaId%22:1265%7D,%22colorStar%22:%22#d89696%22,%22iconActive%22:true%7D
