Ukrainian integrated internet marketing agency #ADINDEX was founded in Dnipro and works on the market for 6 years already. Most of our clients are medium and large Ukrainian businesses; however, there are also a few international projects we worked with. In this article, we want to talk about one of them. This project is from Israel, and it was a bit unusual for us because this country differs from ours a lot in terms of culture, customs, traditions, and mentality (you’ll see it for yourself later).
Before that, we didn’t have any experience working with the Israeli market. Now, however, we probably know everything not only about car accessories (our client manufactures floor mats for cars) but also about the specifics of SMM strategies in this country. We want to share our knowledge and experience with you in this case study.
Local Israeli manufacturer of car floor mats from EVA material (SASA Car Mats), who promotes themselves on Facebook mostly. The client turned to us for collaboration after reading one of our case studies.
Our client has been promoting their project on their own with the help of the SMM channel and has ‘reached their limit’ of profit for this specific channel. They faced a situation when it seemed that they ran out of options for campaign optimizations and ideas on how to increase the conversion of the content.
The agency’s tasks
To increase total revenue for SMM channel
To increase the number of transactions
Supertasks that we additionally set for ourselves
To reduce the cost of the result
To increase average transaction check
The difficulties/the specifics of this project
All content was created in Hebrew
This product is absolutely new for the Israeli market
The product is more expensive than its simpler analogs on the market
It’s hard to explain the manufacturability of the product to consumers
The currency is converted regularly
This country has its cultural specifics (holidays, customs, Shabbat)
What did the client already have before they started cooperating with us?
This is the result we got after a month of cooperation
- 2.2 more sales according to GA data;
- the engagement increased 1.7 times;
- the number of comments for posts increased 1.5 times;
- the client received 1.8 more independent orders that didn’t involve the sales managers.
What did we do to achieve these results?
The project’s briefing
Our agency didn’t walk with the Israeli market before. Therefore, one of our primary goals was to understand the e-commerce specifics for this country in as many details as possible (we do the same for the other international projects).
The communication was one of the most time-consuming tasks. We spend up to 27 hours monthly to learn all the information we needed and to keep the client in touch with our work.
No one works, and no one orders something in Israel during the Shabbat period. We had to take this into account while planning the next ad campaigns and setting up a schedule for ad displays. We also had to quickly adjust the campaign, because there was a difference between workdays and holidays, and we had only four workdays to work with.
The analytics was fast and very accurate, which helped us a lot in our work. The client provided the sales data every two days in a separate Google Sheet. Furthermore, the client asked the customers about ad channels that stimulated them to make a purchase.
After we analyzed the ad profile, we understood that the coverage, CTA, and CPM are on a good level. This meant that we could increase sales with the help of:
ad format optimization.
We decided to work on the last two options actively. We had to analyze all the existing ad channels on the local market to understand how do goods sell in another country (especially in the one where everyone reads right to left, and people use hieroglyphs instead of Cyrillic). We found our insights while analyzing the local TV shop. (We always analyze ad campaigns before we get to work to understand if we really can improve the result).
When we started working, the client already got satisfactory results from ads and ROAS. To cross the barrier for the number of sales, we researched the Israeli advertising trends together with our client.
After analyzing all available advertising channels, we came to the mutual conclusion: to increase the number of sales, we have to present the USP and creative advertising as native advertising for the mature audience (our target audience). Therefore, we decided to design the creative advertising for Facebook, similar to the way TV shops do.
Connecting our insights with our content strategy
After we settled on the visual presentation of the content, we had to understand what exactly (besides the high price) stops the audience from making a purchase.
We had to explain the technical advantages of this product and make the target audience familiar with it. To achieve that, we created an informative video about the product and used it both as creative advertising and as a Facebook page cover. The client immediately liked the TV shop-style design.
As our client was located in another country, we created very detailed Terms of Reference (that even described the technical difficulties of filming and editing) for photo and video content creation. Here’s what we described in Terms of Reference:
The video’s plot
The examples of video storyboards for each post
The editing examples
The link to the resource with soundtracks for editing
The main difficulties a new product faces when trying to sell on the market are a poor understanding of its benefits and a lack of trust from potential clients.
That’s why our client’s content strategy was designed to answer the following questions in detail:
- How do your car floor mats differ from ordinary rubber ones or premium leather ones?
- Why is the price so high?
- Would your super mats fit my car?
- Can I order floor mats for a trunk only, for all interior or only for a driving seat?
- How quickly will I receive my order?
- Do you deliver? How much does the delivery cost?
We integrated the following posts into a content plan (that consisted of 14 posts for 1 month):
- Video reviews of product and delivery.
- Unpacking video for the biggest floor mat set.
- Photos of the assortment (nameplates, colors of material, side ribbons).
- Videos of product testing in unusual conditions. For instance, we dived with mats in a pool to demonstrate how easy it is to clean them. They were ready for usage in a minute after our ‘diving’. Such content attracts the audience’s attention and makes it familiar with a product.
- Examples of product’s usage.
- Comparative video demonstration of the difference between ordinary floor mats and SASA floor mats.
- Product strength test.
- Funny wow-video (nicely edited video with an unexpected ending).
- Examples of product usage by women (because often men purchase the floor mats, but a woman is the end-user).
- Video demonstration of floor mat installation/replacement.
The media plan is the king
To make sure that the creatives developed by the agency will generate the required coverage and guarantee the result, we always prepare a media plan when we start cooperating with a new client. Our media plans are based on the Facebook Ads Manager data prognosis.
Media plans are great, because:
- they enable us to make KPI arrangements based on real data and indicators;
- we can see the profitability for a specific type of ad campaign optimization;
- we can understand the projected coverage and the budget that needed to get the result;
- after the reporting period ends, the client and agency’s employees can analyze the reasons for success or failure.
Ad campaign funnel
The following list of campaigns was based on client’s business goals:
- to increase the number of transactions on the website;
- to increase the average check (ordering of the floor mats for trunks or all car interior);
- to increase the number of independent orders to reduce the time the manager spends on communication with a client.
The basis of advertising campaigns (why and what for they work the way we work)
Why do we need traffic campaigns?
Traffic campaigns became the basis of client’s funnel. They attracted a new audience (consisting of car owners that weren’t familiar with a product before) to the client’s website. On the screenshot below, we can see ad groups targeted for car brands.
When we calculated the expenses for our media plan, the forecast showed a slight difference in price for campaign displays to optimize ‘Traffic’ and ‘Conversions.’ That’s why we decided to test conversion campaigns with creative advertising, similar to the traffic.
How we set up the targeting.
The other advertising campaigns that we did.
Content sells when its paired with technically correct promotion
Specifics of the campaign for posts promotion
In case when a product just enters the market or isn’t familiar to a consumer for a particular reason, one has to optimize displays for the audience they haven’t communicated before to drive more engagement in posts. One also has to filter everyone who already knows your brand, but doesn’t purchase for a long time. To achieve that, you have to gather and exclude audiences.
Which content should be promoted
An audience is attracted to creative advertising and posts that display a product in extra conditions (those conditions that aren’t usually associated with a product). You can use such creative advertising during the first stages of a funnel as they attract interest and are typically remembered well. After you managed to capture the attention of the audience, you can work with it using remarketing and retargeting campaigns.
For increasing the loyalty
According to Facebook Attribution data, one of the most converted posts was the one containing the screenshots of customers’ reviews. In these reviews, they shared their experience about purchases, delivery speed, quality of the goods, and SASA service.
Post with crush test and review of the product gathered the most comments and drove the most private messages on the company's Facebook page. Our client gave us feedback later: almost everyone interested in the floor mats’ properties, placed an order in private messages during one week.
What else we tested
Speaking about the conversion campaigns… Our forecast about CPD and CPC for campaigns to optimize ‘Website traffic’ and ‘Conversions’ turned out to be true. This campaign drove us more targeted orders. However, our client decided to use traffic campaigns and remarketing for sales generation, because they drove more results. We agreed with that.
After the first month of our cooperation, our client doubled the sales and saved time on managing the orders, because the audience now was more familiar with a product (due to the high ad frequency) and made a conscious decision to buy, even though the price was high.
The remarketing campaigns for selling additional product sets for car trunks increased the client’s average check.
The smart audience exclusion led to excellent results as well. Now our client doesn’t spend the budget on an audience that is already familiar with their product and brand and definitely won’t make a purchase.
After three months of cooperation, the client received positive experience as well as smartly optimized ad campaigns, Terms of Reference with the content recommendations, and an understanding of their further growth zones.