Vitek

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Vitek

Бренд российской бытовой техники, сочетающий высокое качество и надежность. На рынке с 2000 года

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Запустили Performance-кампанию для ведущего бренда бытовой техники в России

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%7B%22className%22:%22%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:1440,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:25,%22right%22:16,%22bottom%22:0,%22left%22:16%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D

Перед нами стояли задачи

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%7B%22className%22:%22container%20relative%20%20vitek-plan%20%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:1440,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:0,%22right%22:16,%22bottom%22:0,%22left%22:16%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D %7B%22className%22:%22relative%20%20overflow-hidden%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:32,%22right%22:20,%22bottom%22:32,%22left%22:20%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D

Привести бренду новых покупателей, а также перенаправить потенциальных покупателей брендов-конкурентов на карточки товаров Vitek

Повысить продажи бренда на маркетплейсах OZON, Wildberries, Яндекс.Маркет

 %7B%22className%22:%22vitek-girl-img-container%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,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
%7B%22className%22:%22container%20relative%20%20vitek-plan%20%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:1440,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:0,%22right%22:16,%22bottom%22:22,%22left%22:16%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D %7B%22className%22:%22vitek-problem-plus-img%22,%22src%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2023/07/union.svg%22%7D

Проблема

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Побудить покупателей предпочесть бренд Vitek при условии, что у конкурентов параллельно идет масштабная рекламная кампания

В период гендерных праздников конкуренты проводили ТВ-кампании, активно использовали внутренний нструментарий площадок и внешний трафик
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Решение

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Площадками для проведения РК выбрали наиболее эффективный сплит — «Яндекс Поиск» и РСЯ. Однако в процессе размещения скорректировали размещение в пользу РСЯ, так как «Поиск» отрабатывал значительно хуже и в совокупности влиял негативно на всю РК — высокий CPC и при этом низкий ROAS.

Нам удалось оптимизировать кампанию всего за неделю, на второй неделе размещения мы начали масштабировать кампанию

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%7B%22className%22:%22relative%20overflow-hidden%20%20%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:24,%22right%22:16,%22bottom%22:24,%22left%22:16%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D

Что делали еще

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Корректировали ставки
Мы активно работали над оптимизацией CPC. Нам было важно найти баланс между недорогим кликом и количеством наиболее склонных к покупке лидов.

Вычищали пул сайтов РСЯ и убирали менее эффективные

Использовали CDP платформу
Мы анализировали данные чеков и использовали предиктивные модели при сборе сегментов для рекламной кампании. Выбирали аудитории, которые с наибольшей вероятностью приобретут товар.

 %7B%22className%22:%22vitek-work-box-one-bg%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,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D

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Cегменты

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1

Аудитории, собранные по чекам в категории
«Мелкая бытовая техника», а также в подкатегориях «Техника для дома», «Климатическая техника»,  «Техника для красоты и здоровья», «Техника для кухни» + LAL

2

LAL на аудитории по чекам в категории, но при этом интересовавшиеся брендом Vitek

3

Покупатели брендов‑конкурентов в категории 1-2 года назад
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%7B%22className%22:%22container%20vitek-hide-on-desktop%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,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D

Креативы

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Что делали еще

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Результаты

По итогам кампании удалось выполнить все поставленные задачи: привлечь новых покупателей, а также существенно нарастить продажи

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%7B%22className%22:%22relative%20z-10%20case-vitek-result-card%20%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:16,%22right%22:16,%22bottom%22:16,%22left%22:16%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D %7B%22src%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2023/07/union-1.svg%22%7D

ROAS 2,47

На 24% улучшили плановый показатель

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%7B%22className%22:%22relative%20z-10%20case-vitek-result-card%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:16,%22right%22:16,%22bottom%22:16,%22left%22:16%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D %7B%22src%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2023/07/ozon.svg%22%7D

ROAS 2,77

На 7% улучшили плановый показатель

 %7B%22className%22:%22vitek-result-box-two-bg%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,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
%7B%22className%22:%22relative%20z-10%20case-vitek-result-card%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:16,%22right%22:16,%22bottom%22:16,%22left%22:16%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D %7B%22src%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2023/07/group-4724.svg%22%7D

ROAS 4,02

На 77% улучшили плановый показатель

 %7B%22className%22:%22vitek-result-box-three-bg%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,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D

%7B%22className%22:%22%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:25,%22right%22:0,%22bottom%22:25,%22left%22:0%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D