Case Dominican Republic – BYYD
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Tasks:

• Increasing the recognition of Golf Courts in Dominican republic for Golf professionals and lovers
• Increasing the recognition of the tourist destination within the target audience
• Attracting target audience to the landing page

Instruments:

• Rich Media Banner and Video
• Manual campaign optimization by KPIs using Yandex Metrica and Google Analytics
• Socio-Demographic targetings together with the relevant interests
• Landing page created by BYYD team

Geo:

Million-person cities in Russia

Implementation

Targeting

In order to reach the target audience, in addition to socio-demographic characteristics, targeting by relevant interests was applied. The groups of interests used were: golf, water sports (surfing, kiting), traveling, frequent flyers, high-level income (stocks, bonds, business travels, luxe cars, art and antique collecting)

Production

BYYD Creative team has made a special landing page together with the Rich Media creative. This format makes a great fit for a strategy of getting the highest level of involment from the users because it gets their attention from the first seconds and the gaming module of it motivates the users to interact with the banner

Result

1st flight (Rich Media format)
Clicks: plan – 16 200, fact – 16 795
Bounce rate – 33,2%
Overreached the clicks plan by 4% within the budget
Average time on the website – more than 2 minutes
Reach – more than 350 000 unique users
CTR 2.04%, planned CTR: 2.0%
Discrepancy between clicks and sessions – 29.1%

2nd flight (Video format)
100% video completion: plan – 238 236, fact – 244 674
Bounce rate – 33.7%
Overreached plan by 3% within the budget
Average time on the website – more than 1.5 minutes
Reach – more than 330000 unique users
CTR 3.4%, planned CTR: 2.0%
Discrepancy between clicks and sessions – 22%

Rich-media
Landing page

CTR2.04%

Devices

Device manufacturers (top 5)

30.5%
Samsung
19.27%
Huawei
12.76%
Apple
10.47%
Xiaomi
4.11%
Lenovo
22.89%
Остальные

Screenshots of placements

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