Instagram case. Promotion of handmade backpacks on instagram
Hello! In touch Vladimir Kazakov , and today I will tell you another Instagram case. Namely, promotion of handmade backpacks on Instagram. From the case study, you will learn how we received 50 applications for 461 rubles and 15 sales during the test alone.
Our clients are companies such as the International Equestrian Federation, Seoul Government, Tomsk Region Administration, Russian School of Export, Malyshariki animated series, Detailing Time Detailing Center, Miel real estate agency, L-code clinic chain, Jumping Clay modeling studio, Capsula youth brand clothing store, Sullen clothing store, group of companies “Mobile Stroy XXI”, “Rambler” and others .
The company is engaged in sewing handmade backpacks, waist bags, cosmetic bags, shopping bags. The main product is backpacks. The production uses 100% exclusive materials, cast metal fittings, each backpack is assembled by hand for more than 8 hours. Average check – 5000 rubles.
Link to the client’s profile on Instagram.
Conduct a test advertising campaign on Instagram, identify the best audiences, estimate the cost of the target actions – clicks, subscriptions, orders, sales. Check ad campaigns for volume.
- Children from 11 to 18 years old, mostly girls, from wealthy families.
- Youth from 18 to 30 years old, mostly girls. They lead an active lifestyle, understand fashion and style, and love to travel.
- Women from 30 to 50 years old – buy for children, grandchildren for school, training, as a gift. And they buy themselves for training or travel.
The geography of the project is the Russian Federation, first of all Samara and Togliatti, then Kazan, Ulyanovsk, Nizhny Novgorod and other cities – millionaires.
For testing, we chose the following hypotheses:
- competitor customer base
- Workouts + Backpack, 18- 44, F
- Backpacks + Dear TLF, 18-44, F
- Parents of children 8-18, F
- Fashion, Shopping + Vlad. expensive STP., 18
- Parents of children 8-18 + Backpack, Shopping
- Backpacks + Frequent Travel, 18 -45, F
We started our Instagram promotion by starting traffic to the profile. During the test advertising campaign, we tested several formats: traffic to the feed and stories, promoted posts from the profile, lead generation (feed and stories).
Traffic to the tape
Spent: 6 261 rubles.
Price per click: 9.18 rubles
Best audience : Workouts + Backpack, 18-44, RF, W
Interests: Crossfit, Artistic gymnastics, Stretching, Sports, Fitness, Yoga, Treadmill, Fitness club, Gymnastics, Personal Trainer or Exercise
Spent: 8 236 rubles
Clicks: 1 789
Price per click: 4.60 rubles.
Best audience: Backpacks + Often Travel, (GEO1), 18-44, F
Interests: Shopping & Fashion, Schoolbag, Backpack, Leather, Online Shopping or Fashion Accessories
Spent: 3 385 rub.
Cost per click: 5.79 rubles
Lead generation (feed)
Spent: 1 161 rubles
Lead price: 580.38 rubles.
Best audience : Training + Backpack, 18-44, W
Interests: CrossFit, Artistic Gymnastics, Stretching, Sports, Fitness, Yoga, Treadmill, Fitness Club, Gymnastics, Personal Trainer or Exercise
Lead Generation (Stories)
Spent: 2 389 rub.
Lead price: 159.27 rub.
Best audience : Backpacks + Frequent Travel, 18-44, F
Interests: Shopping and Fashion, Schoolbag, Backpack, Leather, Online Shopping or Fashion Accessories
Spent: 23 033 rubles
Price : 461 RUB
Purchase price: 1535.5 RUB
Price per click: 7.5 rubles
Subscriber’s price: 60 rubles
Of all the tested ad formats, traffic to Stories has shown itself to be the best. Based on the test results, the client was recommended to resume the campaign for clicks, which, in addition to hits, brings targeted subscribers and clicks to the profile.
A similar Instagram case – promoting a women’s shoe store on Instagram – read here.
In order to avoid mistakes while maintaining your Instagram profile – read this article!
And that’s all for today. Thank you for your attention!
The case was written Vladimir Kazakov , Madwins SMM agency .
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