Promotion of the Univerclub
#E-comProject — promotion of the Univerclub brand представлен на маркетплейсах Wildberries и Ozon.
The goal was to increase brand awareness and sales while operating within a limited monthly advertising budget of ₽50,000 and maintaining a low cost per click.
Challenges and Objectives
Initial conditions:
- Highly competitive niche (personal care + event-related products).
- Limited budget — ₽50,000 / month.
- Need to promote two marketplaces simultaneously.
- Price-sensitive audience.
Objectives:
- Increase brand awareness.
- Boost sales.
- Maintain a low CPC.
- Prevent traffic competition between Wildberries and Ozon.
Growth Plan
Scaling hypotheses with a limited budget
- Split advertising campaigns by marketplace (Wildberries / Ozon) to avoid audience overlap.
- Run the platforms on alternating days to distribute the budget without competing in the same auction.
- Build keyword semantics separately for each product category (different demand clusters).
How the work plan was structured
- Launch of campaigns in Search and YAN (Yandex Advertising Network).
- Marketplace separation: dedicated campaigns for Wildberries and separate campaigns for Ozon.
- Launch schedule — alternating days.
- In-depth keyword research for each product cluster.
- Testing ad copy and ad formats.
- Product prices were included in the ads → constant monitoring of marketplace prices and prompt updates in creatives.
Result
- +30% increase in sales after the advertising launch.
- Average cost per click — ₽8.
- Add-to-cart events and purchases tracked via Ozon’s internal analytics.
- Ad impressions placed on highly relevant platforms.
- Budget — ₽50,000 / month without overspending.
Key Project Metrics
+30% sales growth
₽8 average CPC
2 marketplaces promoted
₽50,000 ad budget
Other cases
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