Cíle rostly rychleji než rozpočet

Před začátkem klíčové jarní sezóny 2025 jsme museli zásadně přehodnotit strategie. Tradiční postupy sice v předchozích letech fungovaly spolehlivě, ale nově stanovené cíle už zajistit nemohly.

Rozpor vznikl také mezi obchodními ambicemi klienta a objemem dostupných finančních prostředků. Tuto situaci nebylo možné vyřešit pouze optimalizací stávajících kampaní.

Konkrétní parametry situace

A Blend of Online and Offline Marketing

For the Jarabák brand, we combined the best of online and offline marketing channels to showcase robotic lawnmowers to garden enthusiasts at every stage of the buying process ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠–⁠⁠⁠⁠⁠⁠ from building awareness to driving the purchase decision.

Robotic lawnmowers were featured on radio, and TV, and displayed on billboards. At Business Factory, we also placed a strong emphasis on online marketing tools. In the digital part of the campaign, we utilized platforms such as Google Ads, Meta Ads, Sklik, and DV360.

The Jarabák brand was also visible in short YouTube videos, social media posts, and banner ads, ensuring a cohesive presence across both online and offline spaces. This integrated approach allowed us to effectively reach potential customers interested in modern gardening technology, whether they were watching TV or browsing the web.

A showcase full of luxurious glamour

The main channel for increasing the awareness of the brand and its products includes Instagram, which we have started to turn into a luxury showcase where potential B2B customers can see the entire portfolio of Preciosa crystal components.

The key objective pursued within the cooperation was to make it clear at a glance that Preciosa does not sell ready-made fashion products, but individual crystals of different shapes, colours, and the highest quality, which they are studded with. And since we’re in the world of fashion and art, we took care to make it a showcase full of visually appealing content that you won’t want to take your eyes off.

Inspiration, sustainability, and
real-time marketing

It doesn’t end with Instagram; we also filled Facebook with creative content for the Preciosa brand, on Pinterest, we shared inspiration that has sparkle, and we showed the bright future of not only Preciosa employees but also a more sustainable world on the professional network LinkedIn. As part of our content strategy, we didn’t forget to respond to important days, trends and current events: for example, Earth Day, the Pantone Colour of the Year announcement, or the popular Wordle game. All this for the US market.

Offline and online conversion campaigns

In the context of increasing saturation of the online advertising space and rising digital advertising costs, BAUHAUS felt the need to diversify its marketing channels and increase its presence in the offline environment. Although online campaigns were delivering results, BAUHAUS was looking for a way to effectively reach its target group outside of traditional online platforms. The key objective was not only to engage Prague residents in strategic locations, but also to optimise advertising costs and get measurable results from offline campaigns.

In order to maximise the reach and effectiveness of the campaign, we used DOOH (digital out of home) technology on Adform and DV360 platforms, which are advanced platforms for programmatic advertising space purchase. These platforms enable real-time advertising management and monitoring. With artificial intelligence cameras on each space, we were able to track the number of people moving in front of the screen and optimise our ad spend based on a CPM model.

For this campaign, we chose a static format with a 10-second display, but the system also allows the deployment of 10-second videos.

Dividing the campaign into two phases

In order to promote a sense of urgency and the uniqueness of the “7 Peugeot Days” offer, the entire campaign has been divided into two phases:

• A “teaser” campaign, where we used video advertising to introduce the different models communicated;
• A “promo” week with the performance part of the campaign.

Peugeot CR is one of our most advanced clients. From the beginning they were ready to provide the necessary data for specific Facebook advertising options (CA, WCA, LLA, and remarketing). By connecting the CRM system directly via the Facebook API, the sent contacts will be processed automatically, including immediate sending to individual dealers. Peugeot dealers will thus be able to reach out to prospective customers immediately after the form is submitted, increasing the final conversion rate.

Customised solution - dynamic advertisements integrated via API

OUR SOLUTION

Is it really true that dynamic Facebook advertisements are purely suitable for e-commerce? Fortuna made everyone wrong by creating dynamic adverts, which it was then able to target with the ROI Hunter tool to users who were not yet on its website. This solution works similarly to classic dynamic remarketing. It also automatically optimises which products to display dynamically. However, its goal is to attract brand new customers.

The basis of this solution consisted in the creation of a product XML feed. Here, specific matches played during the European Championship were taken as products. The match data, such as team names and current odds, were converted from Fortuna’s internal system simply into a feed and then into a product catalogue using the Facebook API. The catalogue was regularly updated as the odds changed.

Then the underlying graphics was created and used in ROI Hunter and its Template Editor tool. Owing to this tool, various elements from the product catalogue, such as text or images, can be dynamically inserted into the image in the advert. These are then changed according to the individual product. For the purposes of illustration, for the Germany - Italy match, the current odds for a home win, draw and away win were dynamically loaded into the graphic, as well as the jerseys of both opponents. The same worked in the text of the advert, where the team names were dynamically downloaded.

Displaying real-time odds for sports matches in advertising

The biggest magic then comprised the automation after each game. When the match ended, it was also deleted from the Fortuna database. This led to its deletion in the feed and then in the product catalogue. Dynamic advertising automatically stopped showing the creative content for the match which had already been played and immediately started showing graphics only for matches that were still to be played.

Owing to this solution, Fortuna was able to always display the current odds for specific matches in its acquisition campaign and also avoided displaying the same creative content over and over again with the help of multiple products (matches). The user could thus see three different adverts on Facebook in a row, each with a different match and current odds.

Data usage, detailed segmentation, and optimisation via Facebook API

Česká spořitelna launched the campaign with a well-thought-out idea and started spreading new mortgages through word of mouth. The initial offer comprised an annual interest rate of 2.68% up to 100% of the value of the property. Once 250 people responded to this offer, the rate dropped to 2.38%. This action then greatly motivated people to tell their friends about the campaign.

Meanwhile, the bank used its own data to build its own user base. It collected people on Facebook who already have one of its mortgages. It then segmented them by how many years they had left on their mortgage and created an audience similar to existing customers (Lookalike Audience) to find people on Facebook who had similar characteristics. This audience was targeted with an advertisement encouraging them to take out a new mortgage. Next, we created custom audiences for the bank from those who had visited the mortgage section of its website but had not converted. It tailored advertising to these potential customers as well.

For the entire campaign, we used our ROI Hunter technology to handle A/B testing and optimisation for final lead quality.

Experiment with new parameters of dynamic advertising

The fundamental and mandatory events for dynamic remarketing on Facebook include ViewContent, AddToCart, and Purchase. However, there are many more events that may be tracked. We tested targeting on AddToWishlist in cooperation with the Polish e-shop Allegro.pl. The basic idea was that customers add items to their Wishlist that are either currently out of stock or they are seriously considering buying, or they are waiting for a price reduction.

Facebook always displays only products that are currently “In stock” in dynamic ads. However, to be on the safe side; you may set a filter in the product set to include only products that are in stock and ready to ship. A customer who is waiting for a product to be stocked will be notified by the advert that we already have the product and can buy it straight away. We will remind others that the product is still available, ideally at a discount.

The first step must include setting the AddToWishlist event. There are two options. It depends on how you have the feature set up on your site. Either the pixel is loaded when the Add to Wishlist button is clicked or when the page is loaded. It is recommended to put all dynamic parameters into the event pixel, i.e. product ID, product type, price, and currency. Don’t forget to test that the pixel is correctly deployed and sends all the necessary data.

Unfortunately, it is not possible to set up a campaign targeted to AddToWishlist directly in the native Ads Manager. For this type of adverts, you need to use a third party platform, such as the ROIHunter platform in our case, offering this option.

The in-store optimisation campaigns performed very well and our vision of connecting the online and offline worlds slowly and surely started to come true. But we didn’t stop there.