Case Midea fridge EN – BYYD
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Tasks:

• Attracting target audience to the website on the page of the refrigerator model HC-689WEN (ST)

Instruments:

• RichMedia Interactive banner with "erase" mechanics
• Interest targeting: home appliances, home decoration and furniture purchase, home furniture, interior decoration, renovation, home renovation, real estate, apartments, online purchases, sale/purchase of houses
• Google Analytics, optimization by apps

Geo:

Kazakhstan

Implementation

Targeting

In order to reach the target audience, in addition to socio-demographic characteristics (women 25-44 years old), targeting by relevant interests was applied (home arrangement, household appliances, repairs, online shopping, etc.). Rich Media creative with "erase" mechanics was created for the campaign.

Optimization

During the whole advertising campaign there was an ongoing daily optimization based on BYYD’s statistics and Google Analytics statistics. List of apps was collected and corrected daily by the users behaviour results on the site that satisfied the conditions of the established KPIs

Result

With help of the advertising campaign optimization we have reached the further results:

Impressions:
Plan – 1 400 000
Fact – 1 400 504 (fulfillment by 100%)

• Sessions: 20 459
• Average time on the website: 1:30
• Bounce rate: 36,1%
• Difference between clicks and sessions: 28%

The advertising campaign has been fully implemented. The planned CTR exceed 0.02%. Excellent session time on the website has achieved (KPI was from 40 seconds). The KPI for refusals 40-50%.
Creative is available at the following link

CTR2,02%

Devices

Device manufacturers (top 5)

61%
Samsung
11%
Huawei
9%
Apple
6%
Xiaomi
5%
LG

Screenshots of placements

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