[CASE] 1529 leads for women's embroidery courses for 89 cents
Hello there! It's Dmitry Matvienko - marketing specialist. I specialize in info business and promotion of courses, marathons, and training. This is the 4th case in this area.

Task

An embroidery school approached me for help. They didn't have enough leads and needed another constant traffic source. They received Leads from Vkontakte and needed to expand on Instagram to increase turnover and profit.


Sales funnel

The client sells their courses according to this scheme:
Advertising - taplink.ru - WhatsApp - closing by the manager. The product costs 43 dollars.

I suggested another funnel: Advertising — whatshelp (mailing service) — a series of warming letters — a free webinar — closing on the main product. And also within this funnel to make 3 prices: 25, 49 and 86$. And, accordingly, add value to the product so that it costs much more than this price.

The client refused this idea and said that we would test the current funnel since it works very well on Vkontakte, and we need to repeat the result on Instagram. So I didn't insist anymore, and we started testing.

The first advertising campaign

I decided to test the first campaign to communicate and optimize WhatsApp messages for a broad audience.

Audiences

For the test, I took an audience of Women 20-50 in Russia Interests embroidery.

Creatives

Here are examples of creatives that ultimately worked best in the first campaign. The most important thing in them: are brevity, minimalism, and contrast.

The main task: was to catch the attention of the girl at this stage, so that she followed the link on WhatsApp and wrote.


Difficulties

People were getting into WhatsApp, and they didn't have any welcome messages. Conversion to an email suffered from this and the price of the application.

Results of the first campaign

Total received: 11 leads

Lead price: 2.22 dollars

According to the ads, №1 went best at a lead price of 2 dollars. Examples of pictures from there are shown above.
The second advertising campaign

Then I decided to change the strategy through the taplink, as in the funnel above: Advertising — taplink.ru — WhatsApp — closing by the manager.

Audiences

  1. Look-a-like 1% similar to those who interacted with the Instagram profile over the past year
  2. Look-alike 2% identical to those who interacted with the Instagram profile over the past year
  3. Look-alike 3% similar to those who interacted with the Instagram profile over the past year
  4. "Wide" Audience Women 20-50 in Russia without interests (excluding the previous 3 audiences)
Examples of successful creatives

Results


Received leads: 137


Lead price: 1.05 dollars


The "Broad" audience worked best.

Creative №2 worked cheaper at the price of 86 cents per lead.
A third advertising campaign

Audiences

  1. Look-a-like 1% similar to those who texted via taplink to WhatsApp
  2. "Broad" Audience Women 20-50 in Russia without interest (excluding the previous audience)
Examples of creativity that worked
Results
The fourth advertising campaign

Audiences

  1. Look-a-like 1% similar to those who texted via taplink to WhatsApp
  2. "Broad" Audience Women 20-50 across Russia with no interests (excluding the previous audience)
  3. Broad Audience on Stories (separately)
Examples of creativity that worked
The best creative that worked
Worst creative that went badly
Results
Received leads: 928

Price per lead: 66 cents

The broad audience worked best on the story, with a result of 60 cents per lead. The best ad worked at 56 cents per lead.

The fifth advertising campaign


Audiences


All the audiences were tuned only to the Stories, as they showed the best results for the lead price.


  1. Look-a-like 1% similar to those who wrote via uplink in WhatsApp
  2. Look-a-like 2% identical to those who wrote via taplink in WhatsApp
  3. Look-a-like 3% similar to those who wrote via taplink in WhatsApp
  4. Look-a-like 4% similar to those who wrote via taplink in WhatsApp
  5. Look-a-like 5% similar to those who wrote via taplink in WhatsApp
  6. Look-a-like 10% identical to those who wrote via taplink in WhatsApp
  7. "Wide" Audience Women 20-50 in Russia without interest (excluding previous audiences) in History

I took the best creatives of the previous campaign, and based on them, I tested tests for new audiences.


Results

Received leads: 111


Lead price: 81 cents


The lookalike audience of 4% worked best, as well as a wide audience with a Lead price of 46 cents and 66 cents, respectively.


Totals



Total advertising statistics
Spent: 1360.5 dollars
Received leads: 1529 leads (+ subscribers to Instagram, which can buy later through warming content)
Lead price: 89 cents

Conclusion

The client was generally satisfied with the results but wanted more. Initially, KPIs of 62 cents or less were set, as Vk managed to achieve such results with such a funnel. I suggested changing the funnel, but the client refused. I conducted many tests in 2 months sometimes, I managed to reach a KPI of 62 cents, but there was no stability. I would make a funnel with warming up through content and mailing lists if there was an opportunity. And in this way, we would warm up the audience, increase loyalty, and reduce the total price of the client as a result. But this is an entirely different story…

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