Production and sale of handmade leather footwear

Point A:
The client requested to increase the number of inquiries per month from 100-150 to 300-400 through advertising on Facebook and Instagram.

What we did:

1. Development of advertising strategy
The client's Instagram page is performing well: high-quality real product photos, a filled profile header with current information, real reviews, over 7000 followers at the start of our cooperation. Therefore, the main platform for advertising became the Instagram page. In addition, we tested post promotion on Facebook with a small budget. However, the reaction and inquiries on Facebook were much worse, so we eventually completely abandoned this platform.

For advertising purposes, we used traffic from Instagram from the advertising account and promoted posts from the Instagram application. Since we cannot receive reports on inquiries and sales in the advertising account when working with the Instagram profile, we relied on daily feedback from the client regarding inquiries and sales.

During the process, we provided recommendations on processing inquiries multiple times to help the client increase sales conversion.

2. Audience targeting
In terms of audiences, we divided the advertising into men and women:
- For men, we used exclusively male models.
- For women, we used both male and female models. Women often choose clothing for their sons, husbands, etc.

The best performing target sets were:
- interests related to footwear brands (Converse, Fila, Nike, Vans);
- similar audience (LAL) to those who interacted with the page and ads.
For sales promotions, interests related to sales, footwear, sneakers, and related interests + behavior narrowed down to "engaged buyers" worked best.

Point B:
In the process of working on the project, we achieved the following results:
79 days - duration of the advertising campaign;
645 inquiries;
$1.9 - cost per inquiry.