Niche: merchandise (kimono, rash guards, martial arts equipment)
Geo: Ukraine
Budget: $300–400
Duration: 1 month
Client's task: to receive quality inquiries in Direct for the leading product - kimono
Starting conditions:
• no live content - only photos from supplier websites
• Instagram is not optimized for traffic
• most products are made to order (delivery from 2 weeks)
• no website, only Instashop
• processing inquiries without scripts
• previously, advertising was launched through the "Promote" button, so there was a database
WHAT HAS BEEN DONE.
Technical part:
• provided recommendations for Instagram account design
• checked the advertising cabinet, account connections, Business Manager
• briefing: USP, pain points, logistics, margin, weaknesses
Strategic part:
• built connections around:
- kimono as a leading product
- branding, functionality, cost
• cost immediately in the creative - filter for non-targeted
• audience segmentation:
- direct interests: MMA, BJJ, martial arts
- LAL based on interactions
- retargeting on views and Direct
Working with creatives:
• created a brief for creatives considering the absence of live photos/videos:
• wrote text options focusing on:
- comfort, durability, chafing
- strength, professionalism, branding
• invited the client to shoot basic live materials (provided brief + references) - not implemented by the launch time
LAUNCH STAGES.
Started targeting a warm audience.
Audience - interactions, Direct, saves
Creatives focused on kimono
Best combination - layout with a man, woman, and child in kimono
Launch 2: cold audience.
Audience by interests - martial arts, tatami, coaches, MMA, BJJ, etc.
Focus on branded kimono (7–10 thousand UAH)
Cost per inquiry is higher, but remained within limits
Launch 3: changing focus.
After analysis, it became clear:
• kimono is often needed "right now"
• decision-making cycle is long
• lack of quick processing + delivery waiting → leads drop off
A decision was made:
1) Shift focus to products with a shorter decision-making cycle
2) Test rash guards and equipment
3) Create separate creatives with an adapted message
CHALLENGES ENCOUNTERED:
• leads were not processed according to the script → loss of potential clients
• absence of live content → lower conversion
• waiting for products up to 2 weeks → deters hot leads
• lack of a website complicates the funnel
• long decision-making cycle for the "kimono" category
RESULTS FOR THE MONTH:
Advertising budget - $415.67 (of which $339.88 for SMS, the remainder for traffic)
Impressions - 158,027
CPM - $2.63
Applications from the campaign - 148
Cost per application - $2.30
Total number of applications from advertising - 192
Average CTR - 1.79%
- tested warm, cold audiences and various products in the category
- identified the strongest connections
- the most effective combination — layout with "family" in kimono
- the lowest cost per application — in the warm segment
- documented the structure and prepared recommendations for scaling
Geo: Ukraine
Budget: $300–400
Duration: 1 month
Client's task: to receive quality inquiries in Direct for the leading product - kimono
Starting conditions:
• no live content - only photos from supplier websites
• Instagram is not optimized for traffic
• most products are made to order (delivery from 2 weeks)
• no website, only Instashop
• processing inquiries without scripts
• previously, advertising was launched through the "Promote" button, so there was a database
WHAT HAS BEEN DONE.
Technical part:
• provided recommendations for Instagram account design
• checked the advertising cabinet, account connections, Business Manager
• briefing: USP, pain points, logistics, margin, weaknesses
Strategic part:
• built connections around:
- kimono as a leading product
- branding, functionality, cost
• cost immediately in the creative - filter for non-targeted
• audience segmentation:
- direct interests: MMA, BJJ, martial arts
- LAL based on interactions
- retargeting on views and Direct
Working with creatives:
• created a brief for creatives considering the absence of live photos/videos:
• wrote text options focusing on:
- comfort, durability, chafing
- strength, professionalism, branding
• invited the client to shoot basic live materials (provided brief + references) - not implemented by the launch time
LAUNCH STAGES.
Started targeting a warm audience.
Audience - interactions, Direct, saves
Creatives focused on kimono
Best combination - layout with a man, woman, and child in kimono
Launch 2: cold audience.
Audience by interests - martial arts, tatami, coaches, MMA, BJJ, etc.
Focus on branded kimono (7–10 thousand UAH)
Cost per inquiry is higher, but remained within limits
Launch 3: changing focus.
After analysis, it became clear:
• kimono is often needed "right now"
• decision-making cycle is long
• lack of quick processing + delivery waiting → leads drop off
A decision was made:
1) Shift focus to products with a shorter decision-making cycle
2) Test rash guards and equipment
3) Create separate creatives with an adapted message
CHALLENGES ENCOUNTERED:
• leads were not processed according to the script → loss of potential clients
• absence of live content → lower conversion
• waiting for products up to 2 weeks → deters hot leads
• lack of a website complicates the funnel
• long decision-making cycle for the "kimono" category
RESULTS FOR THE MONTH:
Advertising budget - $415.67 (of which $339.88 for SMS, the remainder for traffic)
Impressions - 158,027
CPM - $2.63
Applications from the campaign - 148
Cost per application - $2.30
Total number of applications from advertising - 192
Average CTR - 1.79%
- tested warm, cold audiences and various products in the category
- identified the strongest connections
- the most effective combination — layout with "family" in kimono
- the lowest cost per application — in the warm segment
- documented the structure and prepared recommendations for scaling