Mobile watch for children - Case Study

The journey from the start-up to top IoT company in smart consumer electronics in Nordics region while keeping ROAS (4+)

100X in monthly revenue in Norway for the past 3 years, Expanded to Sweden, Finland, Denmark, Germany, Spain, United Kingdom.
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About
The company is best known for its mobile watch for children. The products are distributed through the Nordic region's largest electronics chain Elkjøp, as well as most well-known online stores. The brand has co-located its customer center at Aker Brygge and serves customers throughout the Nordic region.
Project Highlights
We started from scratch, setting up all campaigns and working on the social media strategy. One of the key components of this project success is the tight and strong collaboration between Kyiv and Oslo offices that allowed us to expand to the new countries in Europe: Sweden, Finland, Germany, United Kingdom and Spain.

OUR JOURNEY

2017

Beginning of the journey:

brand -awareness campaigns
development of the marketing strategy

2018

Success after Black-Friday and “New Year’s” campaigns defined that the lower benchmark of the ROAS is 4.

2019

Scaling on both Facebook and Google marketing channels. Sales record on the “Black Friday” campaign: 3,000,000 kroner in revenue in 1 month.

2020

Review of the strategy due to coronavirus: focusing on blog and engagement content.

EXPERIMENTS ON FACEBOOK

1

Broad ad set

Broad ad set based to attract attention of the new customers.

2

Remarketing Ad Set

Remarketing for 30 days as a basis.



3

Lookalike ad set

Remarketing for 30 days as a basis.



4

Prospective Customers

Prospective customers ad set as a part of Catalog Sales campaign.

5

Add-to-cart but did not purchased ad set

Remarketing ad set in the Catalog Sales campaign.

6

Blog ad set

Brand-awareness ad set with blog promotion.

PROMOTION AD EXAMPLES

LIST OF OUR EXPERIMENTS ON GOOGLE ADS

1

Search Campaign Brand

Ensure that you are bidding on the brand related keywords and continuing improving the Impression Share to not give up the positions. 

2

Search Campaign – Non-brand keywords

Leading customers to the product pages is much more profitable than to the blog pages.




3

Regular Shopping

Priority based structure.

1

Remarketing in search campaigns 

Include a remarketing audience in all search campaigns with additional bidding adjustment. We usually use 150%.

2

Youtube Shopping campaign

We tried different targeting options. The only effective one – placement targeting when we switched to selected videos/fashion channels. 

3

RLSA campaign (search remarketing)

Bid adjustments 300%. We used quite general search terms and got very cheap traffic. 

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