VK Advertising Case Study — 316 Leads for 149 Rubles — How We Promoted the Professional Hair Care Brand CONCEPT

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It's sad when you invest in promotion, but there is no effect. This is the situation faced by the manufacturer of professional hair cosmetics Concept Hair . The client came to us to solve the problem - to attract leads and not spend more than 10 thousand rubles per month.

Hello! This is the Internet marketing agency "Sinaps". We help businesses with online promotion. In this case, we will tell you how the team's work with new advertising tools on VKontakte led the client to a great result.

It will be useful for those who work in B2B, especially in the beauty industry. If you read and understand that you need the same, contact Synapse for a consultation

Concept Hair creates professional hair cosmetics: products for hair coloring and maintenance, care products, styling products. Professional cosmetics means those used by salons, hairdressers, beauty studios, colorists. It was them that we had to bring by the hand.

What is the power of Concept Hair?

Russian brand (a good example of import substitution)
high quality and efficiency of products
affordable price
deliveries without delays


https://hair.ru/

Concept Hair supplies its products at wholesale prices to 20 regions. It wants to enter those regions where distribution is not yet smooth; cooperate directly with salons and private hairdressers. Previously, the client tried targeting with another contractor - there was coverage, but few clicks. The client had a task to attract traffic and convert it into their customers. Concept Hair assumed that this would be solved by directing traffic and lead generation through marketplaces. We saw another solution, discussed it with the client and got a cool result: 316 leads for 149 rubles. We will tell you everything in order: what we did wrong and what helped.

We made creatives
First of all, we took high-quality photos for creatives. Yes, we could have just taken pictures from a photo stock and not bothered, but that's so-so. You look at them and feel nothing. They don't inspire confidence - that's not right for us.

We know from experience that people are more likely to leave a request when they can get something in return or test the product. We discussed this with the client. It turned out that the brand has merch that it willingly shares with its clients. No sooner said than done: Concept Hair offered a hairdresser's starter pack as a gift: an apron, brushes, a bowl for mixing paint, with a minimum order on the website. We reflected this in the creatives: "Gifts with a minimum order", "Gifts for hairdressers".



high-quality photos for creatives

The brand is interested in long-term cooperation with professionals, so we need the attention of those in this business. In other words, to select an audience, we focused on the professional community of hairdressers. It is important to get a response primarily from this audience. One-time orders from those who just want to use professional cosmetics are secondary. We filtered out this audience using the text on the creatives: "Only for hairdressers", "Gifts for hairdressers".

We filtered out this audience using the text on the creatives

Segmented the audience
We collected the audience through a special online service for parsing the target audience on VKontakte, TargetHunter.

We collected the audience through a special online service for parsing the target audience

In the process of work, we combined audiences 1 and 2. In MyTarget, we went through all these audiences. There was traffic to the site, but it did not bring applications.

There was traffic to the site, but it didn’t bring any applications.

Later, audiences 1, 2 and 4 were combined into one. Two were left in operation:

6 - Subscribers of your group;

8 - Competitors' followers.

We are still working with these three audiences.



When you segment your target audience correctly (meme)

Tested combinations
The client wanted users to go from the ad to the brand page in the Ozon online store. We suggested that it would be better to direct them to the brand's website, not a third-party one. In addition, Concept Hair was interested in interacting with its client directly: ready to talk about the products, answer questions that salons and hairdressers have.

So we reoriented the idea of ​​directing traffic from the marketplace to the company's website. When launching, we made a plan for hypotheses for several months ahead. We developed offers and creatives. We tested all combinations on different audiences. We did not receive a single application.

We started to figure out why the hypotheses don't work. We analyzed the site and realized what the matter was. The creatives gathered private masters, hairdressers and salons, and the site is aimed at working with wholesalers and distributors.

We presented the results of the advertising to the client and told about our insights about the audience and the irrelevance of the content on the site to it. We understood how this could be solved and suggested creating a lead form for the right audience. So we removed the factor of "the wrong offer" by simply excluding the site from this chain. This hypothesis worked successfully: Concept Hair began to receive filled lead forms from clients.

Here is the creative that brought the most requests to VK Advertising. Their cost was up to 250 rubles.

Here is the creative that brought the most requests to VK Advertising.

What did we get in the end?
The first month after the launch of VK advertising

We analyzed the data and optimized lawyer database the campaigns. In the period from March 15 to April 16, the result increased: 96 applications.

After optimization the results

In May, we changed creatives during the process of running and optimized the campaigns. In the period from June 2 to July 11, the indicators were as follows: 179 leads for 149 rubles.

Two months after the requests for VK advertising started coming in, we proposed scaling up the success and agreed to increase the monthly budget to 20 thousand rubles, including VAT.

Over three months of campaign operation, 316 applications were received with a conversion rate of 7.22%. Cost per lead: 149 rubles. Total budget costs: 47,233 rubles.

The campaigns are working steadily to this day and bring in about 50 applications per week. The client's distribution centers communicate with masters and salon representatives, arrange partnerships and orders for the brand's products. The promotion goal has been achieved.