VKUS Company

category | cases
About the project
VKUS Company has been supplying tea, premium coffee, syrups and other supplements for 20 years

And in 2013, the company launched its own production of tea and coffee according to European standards. You've probably tasted VKUS in five-star hotels, great, famous restaurants and even in small coffee shops

The main request of the customer consisted of orders for a large wholesale and the supply of its products throughout Russia

Goals and Issues
We helped the company enter the market of distributors and wholesale purchases, get customers through social networks and increase awareness
Challenges
Low recognition and lack of confidence in the brand. Besides, the target audience is complicated, they are people who are engaged in wholesale purchases of tea and coffee also looking for new suppliers for cooperation
Strategy
As the VKUS Company not only works with large purchases, but also rents coffee machines to offices, supplies coffee houses with grain, additionally everyone can buy premium tea or coffee at home on the website. It was decided to reveal the level of quality of the product, instill a culture of consumption of hot drinks and uncover interesting facts about the company and details of production

So, we have created a universal and understandable content for every guest of the profile, whether it is an office manager; a barista who decides to open a coffee shop; a lover of good coffee; a hotel manager or an entrepreneur
Decoration
We were lucky, the customer had already cooperated with the photographer and there was a well-established process of photographing products. Therefore, the profile photos were professional, but there was a lack of a single-colour scheme. Because of this, the page looked chaotic, the profile lacked wholeness and style.

Initially, in order to emphasize the premium segment and quality of products, we wanted to make a profile in dark shades. Because of selling the coffee in a matte-black packages with a golden-brown tint in the printing, the concept looked suitable. But it was planned to restart, expand the coffee list and rebrand it. The customer wanted to see something lighter and brighter.

We caught the request and collected a detailed technical task with numerous references. As a result of well-coordinated work, we created such a bright and pleasant profile, which is now serving as a neutral background for the new bright packages of VKUS coffee and tea

Before
After
Target-advertising
As we have already mentioned, the main challenges with the project were a low recognition and lack of trust among the target audience — distributors and wholesalers
The Solution
We offered to show the advantages of cooperation directly in advertising
What tools were used
The client had a website with a landing page for distributors, it was reasonable to initiate traffic from Instagram and Facebook to this page.

There was all the necessary information on the site: what the company does; terms and benefits of cooperation; products and contacts.

Users were asked to leave their contacts in order to receive more precise terms of cooperation with wholesale purchases of tea and coffee

Promotion audiences
Targeting Settings:

1. site visitors;

2. look-a-like to site visitors;

3. Interacted with the Instagram account;

4. look-a-like to interacted with an Instagram account;

5. MF audience, 23+, living in Moscow with an interest in "Wholesale trade";

6. MF audience, 23+, living in St. Petersburg with the interest of "Wholesale";

7. MF audience, 23+, living in St. Petersburg with an interest in "Distribution";

8. MF audience, 23+, living in Moscow with an interest in "Distribution";

9. MF audience, 23+, living in millionaire cities (population of 1 million people) with an interest in "Distribution";

10. MF audience, 23+, living in cities with a population of less than 1 million people with an interest in "Wholesale trade";

11. MF audience, 23+, living in million-plus cities (population of 1 million people) with an interest in "Wholesale trade";

12. MF audience, 23+, living in million-plus cities (population of 1 million people) with an interest in Logistics";

13. MF audience, 23+, living in million-plus cities (population of 1 million people) with an interest in "Distribution";

14. MF audience, 23+, living in the CIS countries with an interest in "Wholesale trade";

15. MF audience, 23+, living in the CIS countries with an interest in "Supply management";

16. MF audience, 23+, living in the CIS countries with an interest in "Distribution";

17. MF audience, 23+, living in the CIS countries, the behaviour of "Business owners"

Instagram advertising cabinet screen
From advertising campaigns in Instagram, 12 applications were received on the site from 01.03.21 to 31.03.21.


In addition, we received targeted appeals to the Instagram Direct. Users wrote messages to clarify the terms of cooperation and were interested in the price of wholesale purchases.

Thus, 24 more targeted appeals were received.


The most productive audiences on Instagram were:

1 MF audience, 23+, living in the CIS countries with an interest in "Wholesale trade" — 4 applications on the website

2 MF audience, 23+, living in the CIS countries with an interest in "Supply management" — 3 applications on

the site site visitors — 2 applications on the site

3 MF audience, 23+, living in million-plus cities (population of 1 million people) with an interest in "Wholesale trade" — 3 applications on the website.


Instagram advertising cabinet screen
From advertising campaigns from Facebook, we received 3 applications on the site from 01.03.21 to 31.03.21.



The most effective audiences on Facebook were:
  1. MF audience, 23+, living in the CIS countries with an interest in "Wholesale trade" — 1 application on the website
  2. MF audience, 23+, living in Moscow with an interest in "Wholesale trade" — 1 application on the website
  3. MF audience, 23+, living in St. Petersburg with the "Wholesale trade" section — 1 application on the website
    Screen "Ya.Metrics" with the achievement of the goal — left an application for the terms of cooperation on wholesale


    Total
    32 744

    Total spent, rub.
    20 920

    Spent on Instagram, rub.
    1 743

    The average cost of an application from Instagram on the site, rub.
    871

    The average cost of contacting Instagram direct, rub.


    11 824

    Spent on Facebook, rub.
    3 941 ₽

    The average cost of an application from Facebook on the site, rub.

    39

    Total applications received, pcs.
    The conclusion
    Having a small target audience of wholesalers and distributors, it makes sense to test numerous audiences. Filter unnecessary users at the stage of ads.

    Additionally, do not be afraid to launch traffic to an account in "Instagram" with a specific or small target market. It is much easier to people to write a message in Direct, ask a question to a representative, get an answer immediately and willingly leave the data, rather than go to the website, fill out a form and wait for a call.

    The client is satisfied with our work, and we plan to scale effective hypotheses, reduce the average cost of the request and overcome the burnout of audiences by launching new creatives.

    Do you want the same?
    Leave your contact details, we will contact you and discuss your project