Set up a successful online marketing campaign with limited budget, a narrow audience and a niche product.
We all know the commercials for pet food from the world's famous brands. But when it comes to pets with diseases that require special care and nutrition, the audience is severely narrowed, and the distribution of this specific food is primarily handled through medical specialists. In such a situation, what is the best way to build an advertising campaign?
The challenge we had to face was to work with a completely new product line in a close-to-medical field, a limited budget and a narrow audience. To realise everything in the best way, we did an in-depth study of the market and proposed the most appropriate channels.
Set up well-crafted campaigns with vibrant content on product-relevant platforms.
At the initial stage, our team explored the potential of all channels, and due to the narrow audience and limited budget, we selected the most relevant platforms for the client. It was agreed to test Youtube, Facebook, Instagram and Google Display first. We suggested not including Search since it is a higher-intensity channel and the overall budget is limited. YouTube was chosen as the primary platform as it is the most popular platform with content about sick pets, and it can generate the most views at a low cost per full view.
Our proposal was to create short 15-second product videos that are convenient for non-skippable ads on Youtube. This format could be easily adjusted for the ads on other platforms (Instagram and Facebook stories). For the Google Display static creatives in all the applicable formats were proposed.
To maximise performance across all channels and placements, our creative team carefully translated the brand guidelines into vibrant, tailor-made assets and chose the video format as the primary one for the promotion. We developed three creative concepts focused on veterinarian recommendations, pet owners and a product line.
For the transparency and easy monitoring of campaign results across all the platforms, an automatically updated Google Dashboard report was created. This report included Cross-Channel Overview, Traffic Source Breakdown for each platform, so at any moment the client could see the actual data report with all the campaigns results from each platform.
The client was provided with step-by-step tutorials for each platform for further standalone work on the campaigns’ configurations.
At the end, the client was provided with step-by-step tutorials for each platform for further standalone work on the campaigns’ configurations.
Achieved view- and link click rates way above the benchmark.
Over the course of six weeks of continuous monitoring and weekly optimizations, we filtered out the best-performing ads and delivered significant results. In total, we achieved 1,300,000 video views with a 87 percent reduction in cost per view and an 82 percent reduction in cost per click compared to previous client benchmarks.
Cost per Link Click
different Assets across the campaign
better CPV efficiency