Case Mustela Stelatopia – BYYD
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Tasks:

• Promotion of baby softening cream Mustela Stelatopia
• Increasing the recognition of the brand
• Attracting target audience to the website

Instruments:

• Fullscreen banners
• Interest targeting
• Google Analytics
• Optimization by apps, CTR

Geo:

Russia

Implementation

Targetings

To reach the target audience, in addition to socio-demographic characteristics, we applied targeting by relevant interests:

• Family and parents • Children • Toddlers and babies • Medicine, health • Pediatrics • Dermatology • Pregnancy • Baby products • Children's books • Babysitters • Traveling with children

Optimization

There was an ongoing daily optimization based on BYYD’s statistics and Google Analytics statistics during the whole advertising campaign. A list of apps was collected and corrected daily by the end-user behavior.

Result

Click:
Planned — 33 480
Reached: — 35 253

Over fulfillment by 5%

Reach – more than 736 000 unique users

Google Analytics:
Sessions — 26 179
Difference between clicks and sessions 26% (average rate for mobile channel is ~40%)
Average session duration — more than 1 minute

CTR1,60%

Devices

Device manufacturers (top 5)

32%
Samsung
24%
Huawei
17%
Apple
6%
Xiaomi
1.5%
ZTE

Screenshots of placements

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