EXPEL

%7B%22className%22:%22expel-header%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:991,%22backgroundImage%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/03/background_expel__mobile.png%22,%22padding%22:%7B%22top%22:40,%22right%22:0,%22bottom%22:40,%22left%22:0%7D,%22minHeight%22:0,%22backgroundMedia%22:971,%22backgroundResizeType%22:%22cover%22%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22backgroundResizeType%22:%22cover%22%7D %7B%22className%22:%22is-style-expel-banner%22,%22title%22:%22%3Cstrong%3E%3Cmark%20style=%5C%22background-color:rgba(0,%200,%200,%200);color:#34b321%5C%22%20class=%5C%22has-inline-color%5C%22%3EEXPEL%3C/mark%3E%3C/strong%3E%22,%22subTitle%22:%22%3Cp%3E%D0%A0%D0%95%D0%9A%D0%9B%D0%90%D0%9C%D0%9D%D0%90%D0%AF%20%D0%9A%D0%90%D0%9C%D0%9F%D0%90%D0%9D%D0%98%D0%AF%3C/p%3E%3Cp%3E%3C/p%3E%3Cp%3E%D0%97%D0%B0%D0%BF%D1%83%D1%81%D1%82%D0%B8%D0%BB%D0%B8%20performance-%D0%BA%D0%B0%D0%BC%D0%BF%D0%B0%D0%BD%D0%B8%D1%8E%20%D0%B4%D0%BB%D1%8F%20%3C/p%3E%3Cp%3E%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%20Ozon%20%D0%B8%C2%A0Wildberries%3C/p%3E%22,%22image%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/03/hero__img.png%22,%22imageMobile%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/03/hero__img.png%22,%22isAnimated%22:false,%22styles%22:%7B%22color%22:%22#fffff8%22,%22aspectRatio%22:%22%22,%22minHeight%22:%22325px%22%7D%7D

Заказчик

EXPEL — линейка
инновационных средств

бытовой химии.

Бренду требовалась эффективная и запоминающаяся поддержка в 2021 году, направленная на увеличение продаж онлайн. Стимулирование покупок через онлайн-каналы продвижения и четко таргетированную рекламу.

%7B%22className%22:%22%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:911,%22backgroundImage%22:null,%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%22image%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/02/parallax.png%22,%22minHeight%22:245,%22speed%22:-50,%22opacity%22:0.75%7D

Цели и задачи

Цель кампании: максимальная конверсия
в покупку на e-commerce площадках.

Задачи:

%7B%22className%22:%22tasks-list%20is-style-standard-list%22,%22container%22:%7B%22style%22:%7B%22padding%22:%220px%200px%200px%200px%22%7D%7D,%22items%22:%5B%7B%22id%22:1,%22title%22:%22%D0%A3%D0%B2%D0%B5%D0%BB%D0%B8%D1%87%D0%B8%D1%82%D1%8C%20%D1%82%D1%80%D0%B0%D1%84%D0%B8%D0%BA%20%D0%B8%C2%A0%D0%BA%D0%BE%D0%BD%D0%B2%D0%B5%D1%80%D1%81%D0%B8%D0%B8%20%D0%B2%C2%A0%D0%BF%D0%BE%D0%BA%D1%83%D0%BF%D0%BA%D1%83%20%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%D0%B0%D1%85%20Ozon%20%D0%B8%C2%A0Wildberries%20%D1%81%C2%A0%D1%87%D0%B5%D1%82%D0%BA%D0%B8%D0%BC%20%D1%82%D0%B0%D1%80%D0%B3%D0%B5%D1%82%D0%B8%D0%BD%D0%B3%D0%BE%D0%BC%20%D0%BD%D0%B0%C2%A0%D0%A6%D0%90.%22%7D,%7B%22id%22:2,%22title%22:%22%D0%9F%D0%BE%D0%B2%D1%8B%D1%81%D0%B8%D1%82%D1%8C%20%D1%83%D0%B7%D0%BD%D0%B0%D0%B2%D0%B0%D0%B5%D0%BC%D0%BE%D1%81%D1%82%D1%8C%20%D0%B1%D1%80%D0%B5%D0%BD%D0%B4%D0%B0%20%D0%B8%C2%A0%D0%B5%D0%B3%D0%BE%20%D0%BF%D1%80%D0%BE%D0%B4%D1%83%D0%BA%D1%82%D0%BE%D0%B2.%22%7D,%7B%22id%22:3,%22title%22:%22%D0%A1%D0%BE%D0%B7%D0%B4%D0%B0%D1%82%D1%8C%20%D0%B8%D0%BC%D0%B8%D0%B4%D0%B6%20%D0%B8%D0%BD%D0%BD%D0%BE%D0%B2%D0%B0%D1%86%D0%B8%D0%BE%D0%BD%D0%BD%D0%BE%D0%B3%D0%BE%20%D0%B1%D1%80%D0%B5%D0%BD%D0%B4%D0%B0-%D1%8D%D0%BA%D1%81%D0%BF%D0%B5%D1%80%D1%82%D0%B0,%20%D0%B4%D0%BE%D0%BD%D0%B5%D1%81%D1%82%D0%B8%20%D0%B8%C2%A0%D0%BE%D0%B1%D1%8A%D1%8F%D1%81%D0%BD%D0%B8%D1%82%D1%8C%20%D0%BF%D1%80%D0%B5%D0%B8%D0%BC%D1%83%D1%89%D0%B5%D1%81%D1%82%D0%B2%D0%B0%20%D0%BF%D1%80%D0%BE%D0%B4%D1%83%D0%BA%D1%82%D0%B0.%22%7D%5D,%22direction%22:%22vertical%22,%22markerSize%22:48,%22markerColor%22:%22#34b321%22,%22paddingBetweenMarkers%22:40,%22image%22:null,%22variation%22:%22standard-list%22,%22itemSettings%22:%7B%22bgColor%22:null,%22fontSize%22:16%7D,%22listStyle%22:%22list-decimal%22%7D
%7B%22className%22:%22what-do%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:911,%22backgroundImage%22:null,%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

Решения

Что сделали мы

%7B%22className%22:%22solution-list%20is-style-standard-list%22,%22container%22:%7B%22is%22:true,%22style%22:%7B%22padding%22:%2272px%203px%200px%200px%22%7D%7D,%22items%22:%5B%7B%22id%22:1,%22title%22:%22%3Cmark%20style=%5C%22background-color:rgba(0,%200,%200,%200);color:#1a1c1b%5C%22%20class=%5C%22has-inline-color%5C%22%3E%D0%9F%D1%80%D0%BE%D0%B0%D0%BD%D0%B0%D0%BB%D0%B8%D0%B7%D0%B8%D1%80%D0%BE%D0%B2%D0%B0%D0%BB%D0%B8%20%D0%B8%C2%A0%D1%80%D0%B0%D0%B7%D1%80%D0%B0%D0%B1%D0%BE%D1%82%D0%B0%D0%BB%D0%B8%20%D0%BA%D0%BE%D0%BC%D0%BF%D0%BB%D0%B5%D0%BA%D1%81%D0%BD%D1%83%D1%8E%20%D1%81%D1%82%D1%80%D0%B0%D1%82%D0%B5%D0%B3%D0%B8%D1%8E%20%D0%BF%D1%80%D0%BE%D0%B4%D0%B2%D0%B8%D0%B6%D0%B5%D0%BD%D0%B8%D1%8F%20%D0%B1%D1%80%D0%B5%D0%BD%D0%B4%D0%B0%20%D0%B2%C2%A0digital-%D0%BF%D1%80%D0%BE%D1%81%D1%82%D1%80%D0%B0%D0%BD%D1%81%D1%82%D0%B2%D0%B5%20%D1%81%C2%A0%D1%84%D0%BE%D0%BA%D1%83%D1%81%D0%BE%D0%BC%20%D0%BD%D0%B0%C2%A0%D0%BC%D0%B0%D0%BA%D1%81%D0%B8%D0%BC%D0%B0%D0%BB%D1%8C%D0%BD%D1%83%D1%8E%20%D0%BA%D0%BE%D0%BD%D0%B2%D0%B5%D1%80%D1%81%D0%B8%D1%8E%20%D0%B2%C2%A0%D0%BF%D1%80%D0%BE%D0%B4%D0%B0%D0%B6%D0%B8.%3C/mark%3E%22%7D,%7B%22id%22:2,%22title%22:%22%3Cmark%20style=%5C%22background-color:rgba(0,%200,%200,%200);color:#1a1c1b%5C%22%20class=%5C%22has-inline-color%5C%22%3E%D0%A0%D0%B0%D0%B7%D1%80%D0%B0%D0%B1%D0%BE%D1%82%D0%B0%D0%BB%D0%B8%20%D0%BC%D0%B5%D0%B4%D0%B8%D0%B0%D0%BF%D0%BB%D0%B0%D0%BD%20%D0%BD%D0%B0%C2%A0%D0%B3%D0%BE%D0%B4%20%D1%81%C2%A0%D0%BD%D0%B5%D1%81%D0%BA%D0%BE%D0%BB%D1%8C%D0%BA%D0%B8%D0%BC%D0%B8%20%D0%B2%D0%B0%D1%80%D0%B8%D0%B0%D0%BD%D1%82%D0%B0%D0%BC%D0%B8%20%D0%B8%D0%BD%D1%81%D1%82%D1%80%D1%83%D0%BC%D0%B5%D0%BD%D1%82%D0%BE%D0%B2,%20%D0%BA%D0%BE%D1%82%D0%BE%D1%80%D1%8B%D0%B9%20%D0%BE%D1%82%D0%B2%D0%B5%D1%87%D0%B0%D0%B5%D1%82%20%D0%BF%D0%BE%D1%81%D1%82%D0%B0%D0%B2%D0%BB%D0%B5%D0%BD%D0%BD%D1%8B%D0%BC%20%D0%BF%D0%B5%D1%80%D0%B5%D0%B4%20%D0%B1%D1%80%D0%B5%D0%BD%D0%B4%D0%BE%D0%BC%20%D0%B7%D0%B0%D0%B4%D0%B0%D1%87%D0%B0%D0%BC.%3C/mark%3E%22%7D,%7B%22id%22:3,%22title%22:%22%3Cmark%20style=%5C%22background-color:rgba(0,%200,%200,%200);color:#1a1c1b%5C%22%20class=%5C%22has-inline-color%5C%22%3E%D0%9F%D1%80%D0%B5%D0%B4%D0%BB%D0%BE%D0%B6%D0%B8%D0%BB%D0%B8%20%D0%B2%D0%B0%D1%80%D0%B8%D0%B0%D0%BD%D1%82%D1%8B%20%D0%BA%D1%80%D0%B5%D0%B0%D1%82%D0%B8%D0%B2%D0%BD%D0%BE%D0%B9%20%D0%BA%D0%BE%D0%BD%D1%86%D0%B5%D0%BF%D1%86%D0%B8%D0%B8%20%D1%80%D0%B5%D0%BA%D0%BB%D0%B0%D0%BC%D0%BD%D0%BE%D0%B9%20%D0%BA%D0%B0%D0%BC%D0%BF%D0%B0%D0%BD%D0%B8%D0%B8.%3C/mark%3E%22%7D%5D,%22direction%22:%22vertical%22,%22markerSize%22:73,%22markerColor%22:%22#34b321%22,%22paddingBetweenMarkers%22:40,%22image%22:null,%22variation%22:%22standard-list%22,%22itemSettings%22:%7B%22bgColor%22:null,%22fontSize%22:16%7D,%22listStyle%22:%22list-square%22%7D
%7B%22className%22:%22%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:911,%22backgroundImage%22:null,%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

Коммуникация

Данную коммуникацию
увидели все кто:

Искали средства бытовой химии по словам: средства для мытья окон, средство от засоров и другое.

Искали товары
конкурентов Expel.

Просматривали тематический контент: статьи, видео, группы в соц.сетях.

Стандартный путь
покупателя

%7B%22src%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/02/path.svg%22%7D %7B%22src%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/02/path-on-mob.svg%22%7D

1.

Формирование
потребности

Конкретный
оффер

2.

Поиск информации по ключевым словам

Реклама в РСЯ и КМС

3.

Поиск продукта

4.

Принятие решения о покупке

Ведем на площадку

%7B%22className%22:%22%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:911,%22backgroundImage%22:null,%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

Креативы

%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-3.png%22,%22mediaID%22:705%7D%7D%7D
https://vimeo.com/624271704/059ba302d7

Увеличение количества поисковых запросов
на 30% во время рекламной кампании

%7B%22src%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/02/graph.svg%22%7D

Результаты

Прирост общих продаж Expel Year to Year:

206%

Апрель

506%

Апрель

>1%

Достигли CTR