Aldo Communication Ltd. Collaboration with Maximum Business Ltd. for Online Campaigns
Project Overview
The primary goal of the online campaigns was to convey a lifestyle experience to users, thereby establishing the brand in this direction. The campaign aimed to reach an audience interested in larger brands that value an exceptional e-commerce experience. The webshop’s mission was to provide access to global brands like Skechers, Desigual, Adidas, and Eastpack at competitive prices. The target audience consisted primarily of a younger demographic for whom both quality and price, as well as delivery time, were significant factors. High customer service and quick shipping times were fundamental pillars of the purchasing funnel.
Campaign Planning and Execution
The planning phase emphasized building a comprehensive campaign structure. In addition to Facebook and Google Ads paid advertisements, strategies included high-volume search engine optimization (SEO), influencer campaigns, newsletters, and email automation. Active management of Facebook and Instagram accounts alongside professionally designed graphics was also prioritized, ensuring top-notch visual appeal.
Search Engine Optimization (SEO)
To strengthen SEO, continuous blog content creation was implemented based on keyword research targeting the top 15 keywords. On-site SEO was conducted, along with ongoing external link-building strategies (off-site SEO) to enhance website visibility and organic traffic growth.
Over the past year, we have exponentially increased webshop organic traffic and keyword rankings on Google, directly reflecting a positive impact on revenue month after month.
Influencer Campaign
We collaborated with a meticulously assembled team of 20 influencers, using a unique coupon system to attract customers.
Newsletters and Automation
Weekly newsletters were dispatched, crafted synergistically with sales and marketing insights to align with advertisements. We built email automation to guide new customers through a 42-step marketing process using Retargeting.com software. Automated emails helped in follow-ups, re-selling, collecting feedback, and building trust, aiming to develop long-term customer loyalty and referrals.
We achieved a conversion rate of about 2% from these emails in terms of purchases.
Facebook Campaigns
Different brands were categorized into separate campaigns on Facebook and Google Ads, targeting specific audiences to drive direct conversions. A cart abandonment campaign followed non-purchasing users with a small discount to entice them back. Additionally, a dynamic remarketing campaign aimed to encourage site visitors to make purchases. The introduction and promotion of payments via SZÉP Cards significantly boosted conversion rates, leveraging the purchasing power of SZÉP cardholders, leading to increased bank card purchases as well.
Recognizing that video campaigns had better performance than traditional image campaigns, we developed video spots with narration, subtitles, and attractive visuals showcasing products, the brand, and service processes. This approach yielded 20-25% better results compared to competitors.
Campaign Types:
- Brand-specific conversion campaigns
- Dynamic remarketing
- Campaigns targeting potential buyers
- Cart abandonment campaigns
- Seasonal promotional campaigns
Google Ads Campaigns
Strategically, we emphasized top brands and products through segmented shopping ads, establishing a robust foundation for Google Ads. Dynamic search ads provided an additional layer of support.
Campaign Types:
- Shopping campaigns segmented by highlighted brands
- Shopping campaigns focusing on top brands with high purchasing power
- General shopping campaigns for all non-segmented brands
- Search remarketing
- Dynamic remarketing
- Dynamic Search Ads (DSA)
- Brand-specific search campaigns
Campaign Budget Structure
Facebook:
- Brand Conversion Campaigns: HUF 10,000/day
- Cart Abandonment Ads: HUF 2,000/day
- Dynamic Remarketing: HUF 2,000/day
- Dynamic Potential Buyer Ads: HUF 2,000 – 4,000/day
- Seasonal Promotion Conversion Campaign: HUF 2,000 – 5,000/day
- Average Total: HUF 20,000/day
Google Ads:
- Shopping Campaign for Top Products: HUF 5,000/day
- General Shopping Campaign: HUF 5,000/day
- Search Remarketing: HUF 2,000/day
- Dynamic Search Ads (DSA): HUF 5,000/day
- Shopping Campaign for Key Brands: HUF 5,000 – 6,000/day
- Brand-Specific Search Ads: HUF 2,000 – 3,000/day
- SZÉP Card Payment Campaign: HUF 5,000/day
- Average Total: HUF 30,000/day
Campaign Effectiveness and Outcomes The main objective for the campaigns in 2021 was to double the monthly revenue compared to the previous year’s HUF 38M. We successfully increased this figure over four times to HUF 250M, while the average cart value rose by over 65%, from HUF 16,955 to HUF 28,678. The e-commerce conversion rate improved from 0.69% to 1.4%.
