Case NEW ZEALAND WINES – BYYD
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Tasks:

• Announcement of the promotion "WEEKS OF NEW ZEALAND WINES"
• Driving traffic to the site
• Encouraging users to participate in the promotion

Instruments:

• Fullscreen, Video
• Socio-demographic targeting, relevant interests
• Google Analytics
• Optimization of the platforms

Geo:

• Moscow
• Saint Petersburg

Implementation

Targetings

To reach the target audience, the following targetings were combined:

• Socio-demographic parameters: Men and Women aged 25-50;
• Relevant interests: Wines, Wine Evaluation, Delicacies, Gourmet Food Preparation, Draws / Lotteries, etc.

Interests of people with an income above average: Money, investments, Stocks / Bonds, Banking products in international banks for individuals, Luxury cars, Real estate, Business trips, Collecting art, etc.

Production

The creative team of BYYD prepared Fullscreen banners and developed an adaptive mobile landing page.

Optimization

The main focus of optimization was aimed at achieving KPIs for post-click indicators. Also, CTR and placement sites were optimized on a regular basis. We selected sites that showed excellent CTR and behavioral indicators on the site.

Result

Banners

Impressions775 002 (Plan 746 416)

Clicks11 438 (Plan 11 126)

Video

Impressions 5 061 (Plan 5 000)

Clicks95 (Plan 90)

Thanks to the measures and tools used, all KPIs were exceeded and 1,117 registrations were received. A high percentage of conversion of clicks to sessions (84.4%) was achieved. During the period of the advertising campaign, the coverage exceeded 345,000 users.

Behavioral indicators:
• Bounce rate: 6.94% (mobile ad average: over 40%)
• Average session duration: 1 minute 56 seconds (average for mobile ads: from 30 seconds)
CTR -1.48% / 1.88%

CTR1,88%

Devices

Device manufacturers (top 5)

42%
Samsung
15%
Huawei
9%
Apple
6%
Xiaomi
4%
Fly

Screenshots of placements

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