Targeted advertising on Instagram for Vesna.Macarons
Task: Attracting customers to order macarons, éclairs, and other desserts exclusively through the Instagram page, increasing the number of applications and sales, as well as expanding the audience of followers.
What we did:
1. Strategy development:
Since the client does not have a website, all sales occur exclusively through Instagram. In working with the social network, we applied three main approaches to attract new customers:
Advertising campaign with the goal of "Messages" — to increase the number of orders (specific items were advertised with a call to order via Direct).
Promotion of posts and Reels — to increase followers and orders.
Advertising campaign with the goal of "Traffic" — to attract new followers and increase the number of applications.
Audience segmentation:
A broad audience with no idea about interests.
An audience with interests related to sweets.
Initially, we launched ads throughout the city of Kyiv. Over 1.5–2 weeks of testing, together with the client, we selected areas that provided the highest number of target customers and narrowed the geographic reach.
The best results came from segmentation based on interests related to sweets. The average cost per message was $1.2.
2. Working with creatives:
The client actively prepares new photo and video content, which we use in creating advertising creatives. The main value of the content lies in its high quality and the appealing appearance of the desserts. Aesthetics in this project became a key success factor — quality content plus delicious products create the perfect combination for the business.
Additionally, the client reveals brand values once a month in the form of short video stories (1-2 minutes), which allows for "humanizing" the brand and creating a trusting connection with the target audience.
In the advertising announcements, we used two main messages:
Emotional — emphasizing that desserts from Vesna Macarons are primarily pleasant moments in life that are memorable, desserts through which one can show care for a loved one.
Rational — emphasizing the quality of the product and its taste characteristics. We indicated what components each dessert consists of.
The design of the creatives used a minimalist corporate style in accordance with the brand book.
We actively participated in various events and holiday promotions (Black Friday, St. Nicholas Day), offering potential customers pleasant bonuses such as free delivery, discounts, or additional units of product.
Advertising campaigns were constantly optimized to maintain the necessary cost per message. When frequency increased and results worsened, we conducted relaunches and updated creatives.
Results:
Budget: $3,890
Number of sales: 1,190+
Average sale price: $3.28
ROAS (return on ad spend): 1263%
+1.3K followers
What we did:
1. Strategy development:
Since the client does not have a website, all sales occur exclusively through Instagram. In working with the social network, we applied three main approaches to attract new customers:
Advertising campaign with the goal of "Messages" — to increase the number of orders (specific items were advertised with a call to order via Direct).
Promotion of posts and Reels — to increase followers and orders.
Advertising campaign with the goal of "Traffic" — to attract new followers and increase the number of applications.
Audience segmentation:
A broad audience with no idea about interests.
An audience with interests related to sweets.
Initially, we launched ads throughout the city of Kyiv. Over 1.5–2 weeks of testing, together with the client, we selected areas that provided the highest number of target customers and narrowed the geographic reach.
The best results came from segmentation based on interests related to sweets. The average cost per message was $1.2.
2. Working with creatives:
The client actively prepares new photo and video content, which we use in creating advertising creatives. The main value of the content lies in its high quality and the appealing appearance of the desserts. Aesthetics in this project became a key success factor — quality content plus delicious products create the perfect combination for the business.
Additionally, the client reveals brand values once a month in the form of short video stories (1-2 minutes), which allows for "humanizing" the brand and creating a trusting connection with the target audience.
In the advertising announcements, we used two main messages:
Emotional — emphasizing that desserts from Vesna Macarons are primarily pleasant moments in life that are memorable, desserts through which one can show care for a loved one.
Rational — emphasizing the quality of the product and its taste characteristics. We indicated what components each dessert consists of.
The design of the creatives used a minimalist corporate style in accordance with the brand book.
We actively participated in various events and holiday promotions (Black Friday, St. Nicholas Day), offering potential customers pleasant bonuses such as free delivery, discounts, or additional units of product.
Advertising campaigns were constantly optimized to maintain the necessary cost per message. When frequency increased and results worsened, we conducted relaunches and updated creatives.
Results:
Budget: $3,890
Number of sales: 1,190+
Average sale price: $3.28
ROAS (return on ad spend): 1263%
+1.3K followers
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