Project Information
SPECPROM is one of the leaders in the Ukrainian market for military ammunition and tactical clothing. Work was conducted with advertising campaigns on Meta and TikTok.
The project is confidential, so specific metrics of the advertising campaigns are not disclosed by agreement with the client.
Tasks
The client approached us with existing advertising campaigns that had been set up by a previous contractor but were not delivering the required effectiveness.
The main tasks were:
Replace the previous contractor without a drop in sales during the transition.
Achieve a stable sales volume with a ROAS of over 550%.
Increase brand awareness in a highly competitive niche.
Build a stable advertising system that can be scaled without sharp drops in results and issues with moderation.
What was immediately noted:
The military ammunition and tactical clothing niche has specific requirements for advertising content and moderation.
Different audience segments require different advertising messages and creatives.
For such a product, it is important not only to attract the attention of potential customers but also to build trust in the brand and its products.
Work
Initially, we entered the project through a trial period to gradually replace the previous contractor and prevent a drop in sales.
Smooth transition between contractors. We did not abruptly turn off old advertising campaigns. The budget was gradually transferred while simultaneously testing our own advertising connections and maintaining sales stability.
Optimization of creatives for moderation. We redesigned the advertising creatives to meet the requirements of advertising platforms, pass moderation, and effectively convey the value of the products to potential customers.
Audience segmentation. We divided the civilian and professional audience segments and developed separate advertising messages and approaches for them.
Focus on brand trust. Special attention was paid to building trust in SPECPROM, as reliability of the brand, product quality, and confidence in their choice are particularly important for the client in this niche.
Testing and scaling. Initially, we tested different connections between "audience - creative," identified the most effective hypotheses, and after achieving stable results, began to scale the working advertising campaigns.
Stability control. The main goal was not just to achieve good results in the short term but to build a stable system that allows maintaining the necessary sales volume without blocks and sharp drops in effectiveness.
Results
As a result of the work, the brand received a stable and predictable flow of orders.
The transition from the previous contractor occurred without a loss of sales.
We managed to achieve a stable ROAS of over 550%.
Advertising campaigns were optimized for the specifics of the niche and moderation requirements.
We identified the most effective connections between audiences and advertising creatives.
We enhanced brand awareness and trust among potential customers.
We built an advertising system that allowed the client to confidently plan purchases and further scaling.
Specific metrics of the advertising campaigns are not disclosed due to confidentiality agreements with the client.
Summary
The main result of the work was the successful replacement of the previous contractor without a drop in sales and the establishment of a stable advertising system with a ROAS of over 550%.
Through audience testing, development of creatives tailored to the niche specifics, proper segmentation, and gradual scaling, we managed to create a predictable flow of orders and prepare advertising campaigns for further scaling.
ROAS
550%+
SPECPROM is one of the leaders in the Ukrainian market for military ammunition and tactical clothing. Work was conducted with advertising campaigns on Meta and TikTok.
The project is confidential, so specific metrics of the advertising campaigns are not disclosed by agreement with the client.
Tasks
The client approached us with existing advertising campaigns that had been set up by a previous contractor but were not delivering the required effectiveness.
The main tasks were:
Replace the previous contractor without a drop in sales during the transition.
Achieve a stable sales volume with a ROAS of over 550%.
Increase brand awareness in a highly competitive niche.
Build a stable advertising system that can be scaled without sharp drops in results and issues with moderation.
What was immediately noted:
The military ammunition and tactical clothing niche has specific requirements for advertising content and moderation.
Different audience segments require different advertising messages and creatives.
For such a product, it is important not only to attract the attention of potential customers but also to build trust in the brand and its products.
Work
Initially, we entered the project through a trial period to gradually replace the previous contractor and prevent a drop in sales.
Smooth transition between contractors. We did not abruptly turn off old advertising campaigns. The budget was gradually transferred while simultaneously testing our own advertising connections and maintaining sales stability.
Optimization of creatives for moderation. We redesigned the advertising creatives to meet the requirements of advertising platforms, pass moderation, and effectively convey the value of the products to potential customers.
Audience segmentation. We divided the civilian and professional audience segments and developed separate advertising messages and approaches for them.
Focus on brand trust. Special attention was paid to building trust in SPECPROM, as reliability of the brand, product quality, and confidence in their choice are particularly important for the client in this niche.
Testing and scaling. Initially, we tested different connections between "audience - creative," identified the most effective hypotheses, and after achieving stable results, began to scale the working advertising campaigns.
Stability control. The main goal was not just to achieve good results in the short term but to build a stable system that allows maintaining the necessary sales volume without blocks and sharp drops in effectiveness.
Results
As a result of the work, the brand received a stable and predictable flow of orders.
The transition from the previous contractor occurred without a loss of sales.
We managed to achieve a stable ROAS of over 550%.
Advertising campaigns were optimized for the specifics of the niche and moderation requirements.
We identified the most effective connections between audiences and advertising creatives.
We enhanced brand awareness and trust among potential customers.
We built an advertising system that allowed the client to confidently plan purchases and further scaling.
Specific metrics of the advertising campaigns are not disclosed due to confidentiality agreements with the client.
Summary
The main result of the work was the successful replacement of the previous contractor without a drop in sales and the establishment of a stable advertising system with a ROAS of over 550%.
Through audience testing, development of creatives tailored to the niche specifics, proper segmentation, and gradual scaling, we managed to create a predictable flow of orders and prepare advertising campaigns for further scaling.
ROAS
550%+