Project goal
Before starting work on the special project, we analyzed the behavior of the target audience. The client encountered the problem of “leakage” of promo codes, so there was no clear understanding of the channel from which traffic came to the marketplace. For the same reason the database of email addresses and contacts of buyers was not collected.
Diving into this problem, we developed a special project for KIOSHI, where the main objectives were: to increase sales, optimize the work with promo codes, involve the audience in an interesting project, increase brand awareness.
For the successful implementation of the project we set KPIs, which should be achieved.
Stopped at a point from 700 to 1000 unique hits during 2 weeks of the project while maintaining the targeting advertising.
Before the launch, we made the following prediction:
90% of participants will reach the final of the quiz;
80% expected to leave an email;
75% will use a promo code and make a purchase on the Marketplace.
Calculations were made taking into account the behavior of the audience and their reaction to promotional activities in the group.
Thus, with an average diaper price of 1,000₽, the purchase revenue for 75% of participants would be 750,000₽; for a purchase of 2 packs of diapers, it would be 1,300,000₽.