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Targeted advertising for “Cikera” a producer of craft honey beverages

Specifications
HoReCa
Increase in sales
Meta ads
Ukraine
Result
  • Budget: $5,775.76
  • Clicks: 33,975
  • Cost per click: $0.17
  • Sales: 2,563
  • Average order value: $2.25
  • ROMI: 944%
  • Marketing ROI: 9.5x
Targeted advertising for “Cikera” a producer of craft honey beverages
Targeted advertising for “Cikera” a producer of craft honey beverages

Starting point

Business status at the start of the project: advertising was conducted exclusively to the website, without driving traffic to Instagram which did not help with brand promotion, social media positioning or increasing brand awareness. There were errors in targeting the audience by age and in ad placements:

  • Most purchases came from the 20–35 age group but the campaign was set to target an audience aged 20–65 which increased the advertising budget without generating a high percentage of buyers.
  • The campaign was set to run across all placements, including those with the lowest conversion rates such as Audience Network and Messenger.
  1. For some time promotion was carried out using only outdated static ad creatives as no new materials were provided by the client.
  2. Scripts are not used in all communications, so the quality of responses to potential clients in direct messages is not always high. For example, leads are often redirected to the website to choose drinks on their own without staff consultation.
  3. Due to the niche of the product, there are several advertising restrictions including: inability to send mailings, limitations on phrases that can be used in creatives and the mandatory health warning disclaimer.

Solution

  1. Test different offers to increase the average check
  2. Work with various audiences and create personalized offers for each. For example, there were no audiences specifically interested in the same type of honey
  3. Scale well-performing advertising campaigns
  4. Add an advertising campaign featuring honey or create upsell offers for Cikera to increase the average check (as seen in carousel ads with similar proposals)
  5. In advertising, try to surprise the audience by showing that it’s not wine or “sbiten” but something they haven’t tasted before. Alternatively, emphasize the centuries-old tradition of the Ukrainian drink, wrapped in a modern label and approach through storytelling — highlighting history, tradition and how it blends with modernity

Stages

We started working on the project before the New Year holidays so promotion began immediately with gift sets and stylized New Year creatives.

In the first month, we tested only ad campaigns with the objective of website sales; the following month we began testing campaigns aimed at generating direct message conversations.

We developed scripts for handling clients to ensure high-quality lead processing in direct messages and we also focused on video creatives in ad campaigns, almost completely eliminating static ones.

We began incorporating videos featuring UGC creators and bloggers, using expert review formats (to promote beverage sales) and user experience formats (to promote tours of the meadery).

Results during collaboration

 

  • Advertising budget: $5,775.76
  • Number of sales: 2,563
  • Cost per sale: $2.30
  • ROMI: 944%
  • CTR: 1.90%
  • CPC: $0.17
  • CPM: $3.21

 


Conclusion

  1. Achieved Results: We started with very strong results in the first month because the collaboration began in December and, on our initiative, New Year gift sets of alcoholic beverages with spices and honey were actively promoted. Thanks to a well-structured promotion strategy based on testing and analyzing different campaigns we achieved stable, excellent results for our client, increasing profits not only from beverage sales but also from tastings.
  2. Recommendations: Based on the analysis of results we recommend incorporating email marketing and contextual advertising in future promotions to attract and retain as many clients as possible for repeated sales.
Table of Contents

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Maxim
Maxim

Will determine the best individual option for promoting your business.

380 + consultations
Eleonora
Eleonora

Will listen to your request, structure the information, and forward it to specialists.

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