Production of parquet boards | Targeted advertising / Ukraine
Social Media Advertising
Everoli — a Ukrainian manufacturer of oak and ash parquet boards, selling products through a dealer network and its own retail. The company operates in the "mid-plus" price segment.
Region of operation: The entire territory of Ukraine (except for the temporarily occupied territories), with a special focus on Kyiv and the Kyiv region due to the proximity of production (10 km from Kyiv) and, accordingly, cheaper logistics.
Target audience: The company works with two main directions:
B2B: designers, architects, construction companies, and flooring stores (dealers).
B2C: retail customers aged 23 and older who are renovating their own homes (the largest purchases are made by owners of private houses and three-room apartments).
Task of the advertising campaign:
Increasing traffic from social media to the website everoli.ua.
Sales from the website.
Generating 10-20 calculations (leads) per month from end customers.
Solution
Based on the brief and niche analysis, a segmentation strategy was developed to cover both B2B and B2C directions. Separate targeting criteria were selected for each group to convey the relevant offer as accurately as possible.
Audience segmentation:
Six main segments were identified:
Region of operation: The entire territory of Ukraine (except for the temporarily occupied territories), with a special focus on Kyiv and the Kyiv region due to the proximity of production (10 km from Kyiv) and, accordingly, cheaper logistics.
Target audience: The company works with two main directions:
B2B: designers, architects, construction companies, and flooring stores (dealers).
B2C: retail customers aged 23 and older who are renovating their own homes (the largest purchases are made by owners of private houses and three-room apartments).
Task of the advertising campaign:
Increasing traffic from social media to the website everoli.ua.
Sales from the website.
Generating 10-20 calculations (leads) per month from end customers.
Solution
Based on the brief and niche analysis, a segmentation strategy was developed to cover both B2B and B2C directions. Separate targeting criteria were selected for each group to convey the relevant offer as accurately as possible.
Audience segmentation:
Six main segments were identified: