The Italian branch of an international group in the scientific instrumentation market, with companies spread across numerous countries, turned to Antartika with the goal of increasing sales of certain product categories in reference to 3 specific sectors: food, horticulture and aquaristics.
The company based in Italy also sells products through its e-commerce website: the marketing strategy undertaken involved the main Social Media Marketing platforms, already managed internally by the company, respecting the Brand Identity defined at an international level.
Initial steps to start the project
1. Definition of Digital Visual Identity: creation of a specific visual identity for the brand in order to differentiate from online competitors and improve the brand’s perception by users.
2. Integreation Launch: study of the Buyer Persona and Customer Journey to delve into customer needs, expectations and goals, identifying the purchasing path.
Strategic proposal for Social Adv
3. Branding phase, lasting 5 months, aimed at making users aware of the company’s offerings, increasing brand recognition, and building user trust in the products
4. Conversion and Remarketing Phase, lasting 4 months, specifically focused on selling products via e-commerce and recalling interested users who had already viewed the site.
Interaction with a targeted audience
The development of social campaigns for Post Interaction and Site Traffic generated a high number of interactions, comments and messages of interest on Facebook and Instagram channels: thanks to our Integreation Launch, the Social Adv was immediately directed towards a very precise audience.
Increasing loyalty and followers
To make social media a real and concrete business resource, it’s not necessary to expand the Fanbase as much as possible: the Social Adv campaigns have created a stable and constantly growing community, made up of potential customers genuinely interested in the products offered.
High Return on Investment
Analyzing the performance of social media campaigns on Facebook or Instagram means considering various factors: the coverage of posts, the number and quality of interactions, the trend of CTR and ROAS, being mindful of the limitations of tracking tools and the potential refusal of cookies.
The return on the overall advertising expenditure was 2.96, including the initial Branding phase: for every euro spent on Adv, almost 3 were returned by the end of the year. The ROAS recorded from the Conversion campaigns was 6.72, while from Remarketing it was 7.70.
Exceeding sales expectations
In nine months of activity, the income attributed to social channels almost tripled the client’s total investment, for a total online sales value of over 90,000 €.
A special mention goes to the Adv campaign created for Black Friday: it alone led to over 120 purchases, with a return on investment of almost 10 € for every euro spent by the entire campaign.
