|
|
Many brands make the mistake of giving their budget exclusively to large bloggers and celebrities - not for all companies this is the path to real sales.
My name is Kirill Pyzhov, I am the co-founder of the Perfluence agency. Together with the project manager Olga Raevskaya and Head of Digital of SberMarket Artem Krasnenkov, we will tell you how we attracted 30% of new clients from the performance channel to SberMarket with the help of microbloggers.
First try with bloggers
In October 2018, million-following bloggers brought SberMarket (at that time Instamart) an insignificant number of orders. There was no clear strategy for interacting with bloggers, so they were selected based on the principle of "who has more subscribers." In 2018, almost no one worked with "micro-bloggers" - microbloggers had to be found and selected independently. In addition, not all of these "small" bloggers were included in the delivery zone and there were difficulties with paying for posts from a legal entity.
When selecting "millionaires", preference was given to young wordpress web design agency mothers who tell how to do everything with a child in their arms - they were also the target audience of SberMarket: women over 25 with 1-2 preschool children. Lifestyle bloggers and those who published culinary stories were also suitable in terms of content. Influencers who only posted selfies and photos in a swimsuit were eliminated.
Each blogger received a 20% discount on an order in SberMarket and a fixed amount for a post. It was difficult to assess the result of such a campaign, because the discount, which was given out in the form of a promo code, was sent to third-party resources the same day. At the same time, there were bloggers who were paid 100-150 thousand rubles per post, but they did not bring in any clients.
It was impossible to build a clear process. It was also difficult to guess whether the already attracted blogger would work again. Therefore, they bet on image content and interesting integrations to promote the growing brand, but were dissatisfied with the results without direct conversions.
Moving to "microshares"
Companies in the delivery niche do not always “earn” from the first order. Quite often, the first order is “in the red,” and the profit comes from regular customers. The problem is that users perceive grocery delivery as an option that will help out in a critical situation. The culture of ordering groceries at home in the Russian Federation has not yet been formed - a person is still more accustomed to going to a supermarket and wasting his time than going into an app, choosing what he needs and meeting a courier with groceries in a couple of hours (although quarantine has leveled the positions).
Therefore, the Perfluence team was faced with the task of not only attracting new clients through microbloggers, but also conveying the correct positioning of SberMarket as a service that will make life easier forever.
Of course, there was a fear of attracting "one-time" customers: who would make a purchase and never come back. To prevent this from happening, it was necessary to optimize the platforms for a target retention of at least 30%, attract more buyers in target regions within the CAC (Cost of Customer Acquisition). At the same time, less emphasis was placed on likes and coverage than on ROI (Return On Investment) - profitability, the payback ratio of the campaign.
Instamart allocated 400 thousand rubles for the first test launch, and we placed an advertising campaign with 181 bloggers. As a result of two trial months, almost 700 new clients came. In the first test, we took microbloggers from different topics, but preference was given to family people: according to our hypothesis, they are more interested in planning a diet and making purchases.
We focused on those who broadcast advice, life hacks, share useful life experiences and talk about time management.
An important criterion when choosing bloggers was audience engagement. If likes are a metric that, as it turned out, has little correlation with sales, then comments turned out to be the strongest correlating factor with the ROI of a post. During the tests, a successful formula was derived: you need a proactive mom-blogger who shares her experience, and her active audience. The test campaign showed retention from posts by such bloggers from 25 to 40% - for SberMarket, the figures were higher than expected.
Examples of posts from Instagram moms:
In the test launch, we tried to work not only with microbloggers. For the sake of experiment, we also added "Instadivs" to the selection, but only a few had a positive result.
The audience trusts microbloggers more, which makes advertising more effective. The audience of microbloggers is more targeted than that of million-plus users. No one just subscribes to "microsh" - this is convenient when setting up targeting by region. For example, an offer with microbloggers from Makhachkala helped increase sales in the target region, but this did not work with million-plus users.
Bloggers' performance by GEO:
Example of a regional post:
All posts were clearly discussed with bloggers before publication — it was necessary to show the received order or at least an open page of the service on a computer or smartphone, use the logo or brand, its advantages not only in the text but also in the photo. Retailers, the exact price of delivery, the exact time were necessarily mentioned. Not “oh, my order arrived in 15 minutes”, which should be more attractive, but real numbers (delivery of products takes at least 2 hours).
Failures and unexpected discoveries
SberMarket and I had 3 hypotheses: first, the "uselessness" of freeloading bloggers. These are those who write about ways to save as much as possible and get everything for free everywhere. Second, the chances of a good conversion in TikTok. Third, the low efficiency of campaigns in the regions.
When we started coordinating blogger categories with SberMarket, the team immediately cut off profiles that write about discounts and promotions. It was assumed that the audience of such bloggers is "freeloaders" who are ready to place an order using a promo code or coupon, but after the first purchase they will go looking for a new discount from another company. These are not those who become regular customers: they save money, not time.
However, we insisted on trying this category, looking at retention and deciding whether to continue or stop. The idea was launched with concerns, but the results were surprising: buyers from such bloggers also returned, retention fluctuated between 25-40% per month.
|
|
發表於 2024-11-9 18:58:58
收藏