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Milestones:
– development of the website for the project;
– attracting the audience to the project's social media profile;
– attracting traffic to the website.
Goal:
– sale of unique products on fitness
— FIT&ZEN is an online fitness project with training programs, nutrition plans and educational materials, founded by blogger and certified trainer, Tanya Mint.
FIT&ZEN
Targeted advertising
Sites
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SMM
Production
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Website development on Tilda:
1. Main website
# friendly

# strong

# massive

When starting work, the approach to the visual presentation of the project as a whole was revised. The project was undergoing a transformation, and it was important to reflect this in the design.
# modern

# energetic

# serious
# confident
We identified the main associations that we wanted to reflect in the visual, and came up with what they should be like:
# motivating
We picked up the color palette of the site and the project as a whole. We focused on visual clarity and contrast, based on the following colors:
We also realized that it is important to form a single style that will be used in all products and work for FIT&ZEN recognition.
We decided to stick to the layout that was used in the previous version of the site, like simple forms, but now arranged in an unusual way, as well as working with negative space. This decision gave the site a character, made it interesting to study.
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The strength of the project is the availability of high-quality and diverse photo content, we decided to play on its use.
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The result is a site with a thoughtful design that adapts to the user experience and draws the eye.
Кейс в цифрах:
Показатель |
Также работали с аудиторией ранее взаимодействовавших для дополнительного показа контента в профиле

>
Таргетированная реклама

В ФБ достаточно сложно напрямую выйти на учителей с помощью интересов, поэтому для продвижения бренда мы использовали похожую аудиторию (1-3% LaL), собранную на основе базы данных клиента. Это были учителя, ранее покупавшие их продукты или участвовавшие в офлайн-мероприятиях.


2. Black Friday promo website
For Black Friday, we developed a landing page with special offers. Since this is a bright event that has a recognizable style around the world, we combined our design concept with the rules for the design of materials for Black Friday: dark background, bright accents, contrast of elements.

Targeted advertising:
At the start of our cooperation, the only source of sales was organic traffic from Tanya Mint's personal profile, which had more than 400,000 subscribers.
We had two main tasks: promotion of copyright fitness content and promotion of the commercial profile of the project on Instagram.
We decided to test targeted advertising to attract a new audience, warm up and bring users already involved in the profile to a purchase.
The launch of advertising was challenged by the fact that the main advertising account was banned for violating the rules of advertising activity, namely, for content that was too explicit, according to Facebook.
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What we did:
Информирование об услугах отеля с помощью дополнительного канала коммуникации (соцсети)
  1. Unblocked the main advertising account and the payment card. It took a whole month to do this, but we succeeded!
  2. Created a commercial profile to attract a cold audience to it, and then warm it up for a direct purchase from the site.
  3. Set up Facebook Pixel to analyze user behavior after they clicked on the site and track conversions.

  4. Launched advertising campaigns for the profile and the online store.

The main focus of our advertising was to promote free workouts that every girl can do at home or in the gym.


Кейс в цифрах:
Таргетированная реклама

В ФБ достаточно сложно напрямую выйти на учителей с помощью интересов, поэтому для продвижения бренда мы использовали похожую аудиторию (1-3% LaL), собранную на основе базы данных клиента. Это были учителя, ранее покупавшие их продукты или участвовавшие в офлайн-мероприятиях.


Показатель |
Также работали с аудиторией ранее взаимодействовавших для дополнительного показа контента в профиле

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– Wide across Russia and the CIS countries;

– Interested in sports, nutrition, and a conscious lifestyle;

– Similar based on customer database (look-a-like audience).


Audiences:
1. Instagram profile promotion:
18
%
CR from visits to subscription
25,536 subscribers attracted
28
average cost per 1000 impressions (CPM)
13
average cost per profile follower
$
$
3
average cost per click
$
\
This approach provided an influx of high-quality cold traffic, which was gradually warmed up through the content in the profile and paid off through advertising online products in the ADS manager.

Results:
,26
0,0
0,
0,
2. Online store promotion
Launched advertising campaigns with the goals to increase:
- reach;
- traffic;
- conversions
– interaction with profiles;
– interaction with Facebook Pixel;
– databases of buyers and those who left their contact details.
Advertising campaigns were tied to the news breaks in the profile, such as Black Friday, Christmas discounts, and lockdown,. We also used different tools in the ads, in particular pre-registration surveys and subscriptions to the mailing list.
At this stage, we connected the direct sale of online training and guides to a warm audience:
5
advertising payback
7294 purchases

16
4
average cost per click
ROMI
$
12
average selling price
$
Results:
6
%
CR from visits to subscription
4
average cost per 100 impressions
$
,21
,65
0,
,21
1,
,4
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We will send a presentation for your niche and contact you to discuss the task in more detail.
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