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Nectarin
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Elite Housing estate launch

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HOW

to launch a

project

and implement KPI

using only

contextual

and targeted

advertising

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Client goals and target audience
Implementation of flat sales plan

Meet the flats sales plan.

Active trendsetters

Male/ female 25-40 y.o.
Business owners, top managers,
heirs of wealthy families.
Travel a lot around the world.

Our clients are aware of
modern tendencies in design,
architecture and have
the delicate taste.

Our clients have the reputation of
trendsetters, aesthetes, intellectuals
that have a fine taste in modern art
and are informed of current fashion trends.

Solution

In order to achieve
this goal during product launch
we used minimum ad sources.
Digital promotion had the majority
in marketing mix.

Initially,
30% of budget in digital marketing mix
was allocated on image advertising.

It was necessary to use tools and channels that influence brand demand formation over minimal part of offline sources in main marketing mix. The reason is that offline sources usually help to increase brand awareness and as a result they influence appeal received from organic and contextual search.

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During the campaign start only contextual advertising campaign was launched among all ad sources in the project. This is connected with the fact that during any launch about 30% of incoming calls comes from competitors and are often mistook for the target calls. Handling such calls takes a lot of time of call-centers workers and sales managers. Therefore, image advertising is usually launched on 3-4th week after the official start of the campaign.

How we did it

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Our results

Overfulfilled qualitative appeals let sales managers implement the plan on views/ bookings.

yandex direct

Yandex Direct

282%

Overfulfilled

google adwords

Google Adwords

267%

Overfulfilled

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FB/Instagram

127%

Overfulfilled

click

Referrals and
direct visits

350%

Overfulfilled

Total context

241%

Overfulfilled

Tatiana Gorodnicheva

Senior Account Manager
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Nectarin agency was able to exceed the expected volumes of target messages at the beginning of the campaign. What’s more using mainly contextual ads guarantees the quality of the calls.

Project team

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Ekaterina Larina

Contextual Advertising Manager

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Tatiana Belyaeva

Contextual Advertising Manager

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Tatiana Shevchenko

Head of Context Department

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Tatiana Gorodnicheva

Senior Account Manager

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Sofia Gartman

Account Director

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Anna Bessonova

Head Media Planner

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