Ninebot: scaling wholesale orders and kicksharing through performance advertising
#E-comProject tasks
The client needed to increase the number of incoming calls in the wholesale direction while controlling the cost per lead.
Previously, advertising campaigns were carried out by in-house specialists, but as part of optimizing costs and increasing efficiency, it was decided to transfer advertising management to the Mark Digital agency.
Key introductory notes:
– official representative of Ninebot in Russia
– two directions of promotion: wholesale sales and kicksharing
– advertising budget 450,000 ₽ per month
– long transaction cycle, especially in the wholesale segment
– target KPI for circulation cost – no higher than 1,500 ₽
Growth plan
How the plan was built
At the start of the project, key target audiences were identified separately for wholesale and kicksharing.
Hypotheses for advertising channels and formats were formed, priority KPIs for the cost of circulation were determined.
The strategy was based on a multichannel approach in order not to depend on one site and to quickly identify the most converting traffic sources.
For the launch, advertising creatives were prepared for each platform, separate texts were written for different audience segments, and messages were adapted to feed, story, and video formats.
In parallel with advertising, landing pages were refined to increase the conversion of incoming traffic.
Advertising was launched in the following systems:
Yandex Direct, VK, MyTarget, Facebook*, Instagram*, Google Ads, TikTok.
To control the quality of calls, call tracking was connected, which made it possible to take into account unique calls and estimate the real number of calls, and not just applications from forms.
Result
Over 4 months of work, the project showed a steady increase in incoming requests while keeping the cost per lead below the target.
More than 350 applications for wholesale and about 300 applications for kick sharing were received.
Additionally, about 300 unique calls from advertising were recorded according to call tracking data.
CPA was kept in the range of 800–1,200 rubles, which is below the established KPI.
In total, the client received about 1,000 new potential clients.
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