To develop a creative concept that communicates to the target audience the benefits of the brand in a highly competitive market environment, and a conversion promo to drive purchases on https://krako.land/
Realization
In the updated creative concept, we moved away from positioning premium fabrics and meeting quality standards that justified the average price tag of Krako products. It was decided to emphasize the practicality of the brand's clothes.
The main idea of PrigOdyag's creative communication is that The Krako clothes are practical modern clothes that help children to express themselves. The quality of fabrics and thought-out models ensure easy and free movement, unique designs stimulate the imagination of kids. The Krako clothes are designed to make it interesting and comfortable for kids to explore the world.
As part of conversion promo we: 1) Conducted an audit of advertising campaigns: identified a large amount of untargeted traffic and optimized settings. We implemented clear minus-word rules to filter irrelevant queries and improved the structure of product feeds for stable performance of campaigns. 2) Optimized the structure of advertising campaigns: segmented campaigns by product categories, query types and stages of the sales funnel, which allowed for more efficient budget management and increased profitability. 3) We immersed ourselves in business processes: based on a detailed analysis of the client's business, including seasonality and consumer behavior, we created campaigns with personalized strategies for each product category and specific offers (seasonal promotions, premium segment). 4) Tested audiences: we set up campaigns with targeting by audience segments, identified the most effective age groups, interests and behavioral patterns, which were used in further campaigns and allowed to increase their effectiveness.
Result
1.3 → 3.3 increase in return on advertising campaigns (ROAS)