Project Information
MOLODO.ME is a Ukrainian brand of accessories made from natural silk produced in-house.
The project is confidential, so the exact amounts of the advertising budget and income are not disclosed by agreement with the client. The case shows relative indicators and the approach to work.
Task
The main task was to increase sales with maximum return on advertising investment.
Initially, the client planned to run ads for messages in Instagram Direct, where potential buyers would receive consultations and make purchases.
Work
Already in the first tests, we saw that the cost per message was too high, and the number of purchases from Direct was insufficient.
Therefore, we completely changed our approach and shifted the main focus from messages in Direct to sales through the website.
What we did:
1. Redirected advertising traffic to the website, which became the main sales channel.
2. Divided the advertising budget into two main directions:
* Cold audience — to attract new potential clients.
* Retargeting — for re-engagement with users already familiar with the brand, using a more attractive offer.
3. Created a LAL audience based on the customer database from the website. This allowed us to find new users similar to the existing clients of the brand.
4. Set up daily reporting considering margin, profit calculation, and ROAS.
5. Prepared a complete monthly report with key indicators of advertising campaigns and financial results.
Results
After changing the strategy and shifting the focus to sales through the website, we managed to find an effective advertising connection that began to bring stable daily sales.
In relative indicators:
* Average ROAS — about 4.5.
* Every hryvnia invested returned approximately 4–5 times.
* Meta became the main source of sales for the brand.
* Advertising campaigns provided a steady flow of daily orders.
Conclusion
The key decision was the timely identification of inefficiency in sales through Instagram Direct and a complete strategy change in favor of sales through the website.
By separating cold traffic and retargeting, using LAL audiences based on real buyers, and constant monitoring of financial indicators, we managed to build a stable advertising system with an average ROAS of about 4.5.
~4.5× — average ROAS
4–5× — return on each hryvnia invested
Meta — the main source of sales
MOLODO.ME is a Ukrainian brand of accessories made from natural silk produced in-house.
The project is confidential, so the exact amounts of the advertising budget and income are not disclosed by agreement with the client. The case shows relative indicators and the approach to work.
Task
The main task was to increase sales with maximum return on advertising investment.
Initially, the client planned to run ads for messages in Instagram Direct, where potential buyers would receive consultations and make purchases.
Work
Already in the first tests, we saw that the cost per message was too high, and the number of purchases from Direct was insufficient.
Therefore, we completely changed our approach and shifted the main focus from messages in Direct to sales through the website.
What we did:
1. Redirected advertising traffic to the website, which became the main sales channel.
2. Divided the advertising budget into two main directions:
* Cold audience — to attract new potential clients.
* Retargeting — for re-engagement with users already familiar with the brand, using a more attractive offer.
3. Created a LAL audience based on the customer database from the website. This allowed us to find new users similar to the existing clients of the brand.
4. Set up daily reporting considering margin, profit calculation, and ROAS.
5. Prepared a complete monthly report with key indicators of advertising campaigns and financial results.
Results
After changing the strategy and shifting the focus to sales through the website, we managed to find an effective advertising connection that began to bring stable daily sales.
In relative indicators:
* Average ROAS — about 4.5.
* Every hryvnia invested returned approximately 4–5 times.
* Meta became the main source of sales for the brand.
* Advertising campaigns provided a steady flow of daily orders.
Conclusion
The key decision was the timely identification of inefficiency in sales through Instagram Direct and a complete strategy change in favor of sales through the website.
By separating cold traffic and retargeting, using LAL audiences based on real buyers, and constant monitoring of financial indicators, we managed to build a stable advertising system with an average ROAS of about 4.5.
~4.5× — average ROAS
4–5× — return on each hryvnia invested
Meta — the main source of sales