Our tasks
- Support ongoing brand awareness growth and demand generation – after the first flight, the brand showed significant improvements in awareness and purchase intent. Scale reach among the target audience while improving performance efficiency and strengthening demand capture.
Realization
- The results of the first flight became the foundation for optimizing the media strategy. At the initial stage, the focus was on rapidly increasing sales share and engaging the interested audience through YouTube formats – skippable in-stream purchased on a CPV basis and non-skippable in-stream. During the campaign, we identified that non-skippable in-stream delivered a lower CPM and a higher share of impressions on large screens (CTV). As part of the first flight optimization, we began reallocating budget towards this inventory, and in the second flight, further strengthened its role within the media mix. For skippable in-stream, we adjusted the buying approach by moving from CPV to CPM, which enabled broader reach scalability. Search campaigns were further optimized, including the expansion of brand keyword coverage through additional SKUs. his allowed us to accumulate more conversion signals for campaign optimization while maintaining relevance through a structured ad group approach: each group was aligned with a specific SKU and search queries / ads / landing pages were tailored to the individual product. Commercial-intent keywords were consolidated into a separate campaign with a dedicated landing page on tabletki.ua, optimized for product reservations. This helped shorten the user journey for audiences with existing demand and drive them more efficiently toward the conversion. The performance strategy was restructured according to the funnel stage: during the first flight, Demand Gen focused on building and stimulating demand, while in the second flight, the focus shifted toward converting existing demand through Performance Max.
49.8М
ad impressions
х1.6
increase in brand awareness according to the results of the Brand Lift study measured at the end of the second flight compared to the initial measurement at the start of the promotion (growth from 16.0% to 25.4%)
х1.5
increase in the brand’s sales share within the category: from 4.1-4.2% to 6.0-6.5%
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