Hi! My name is Dmitry Matvienko, and I am a marketing specialist.
Rukav.54 — the women's clothing showroom in Novosibirsk appealed to increase the number of customers and test advertising fully (previously, they promoted only individual posts on Instagram).1. Task
— Test Instagram ads
— Find target audiences for further advertising campaigns
— Increase the number of showroom clients2. Execution 2.2 Audience Selection:
The audiences chosen were as follows:
- Involved 365 — people who interacted with the client's account last year (liked, commented, wrote in Direct, etc.).
- Look-a-like involved 365 — the same people who interact with the client's account.
- Women 18-44 Clothes — people who are interested in clothes: sweaters, sweatshirts, skirts, jeans, etc. (The main products of the client)
- Women 18-44 except for clothes — all the other people. This fourth audience was needed to test all the remaining people in general. Since the city of Novosibirsk, though a millionaire, the coverage without the 4th audience was very small.
Don't forget to exclude audiences from each other, so there are no intersections. Many people don't know about this, and many forget to do it2.3 Making ads2.3.1 Selection of images
Images with professional models were available, so we decided to use them. Added prices and names of clothes in a minimalistic version to attract the audience's attention.