Given the client’s expectations for a rapid increase in the number of fans, and consequent incremental increases in traffic and sales from social channels, a two-phase approach was suggested which separated these goals:
For both stages, we continually measured, audited and optimised our activity to ensure that we were delivering the strongest possible results.
For the first phase, a wide variety of targeting methods and tools were tested including VK cost per click (CPC) biddable advanced targeting options (these allowed us to advertise directly on the newsfeeds of individuals) and the Paid Post Marketplace options, which allowed us to advertise on relevant groups and communities. We also ran the results from our testing through analysis software to ensure that we were using the most effective methodology.
VK CPC biddable advanced targeting: We tested around 15 different fan acquisition campaigns weekly. As a part of our campaign optimization we also tested different image variations and ad copies, a mixture of ad formats such as large image, image+text and a “join us” button, together with a mixture of 3 types of targeting. These included using competitors, the most popular brands sold on ASOS and other fashion related targeting.
Paid Post Marketplace: We identified the most popular and relevant VK Groups (interest-based communities / discussion boards), analysed the audience and their individual interests, created tailored posts based on this research and then promoted them within selected groups using VK’s paid post marketplace tool.
For the second phase, Forward3D worked closely with the client to ensure that commercial campaigns run through Forward3D on VK were closely aligned with the client’s on-site content, promotions and margin targets.
Lastly, while working on the VK project, the Forward3D team remained dynamic and co-operative to ensure cross-channel support between the social and SEO teams.