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About the client
IKOS is a footwear brand made from natural materials that combines style, comfort and functionality. It is characterised by a keen eye for detail, innovative design and modern technology in every pair of shoes.
Task
The client came to us with a clear request — to increase sales and boost brand awareness through targeted advertising.
How does targeted advertising work?
Imagine you’re looking for a new pair of trainers. You browse the IKOS Instagram profile, visit the website, have a look at a few models, but end up not buying anything.
The next morning, you open your Stories, and there’s an advert for those very same trainers. That’s the magic of targeted advertising.
It’s like walking into a shop and the sales assistant offering you exactly what you need. And it’s good for business, because it spends money on advertising aimed at its potential customers.
WHAT WAS OUR ADVERTISING STRATEGY FOR IKOS?
Audience and market analysis
The first step in any project is research. So we analysed the market and the target audience, and looked into footwear trends and how seasonality affects demand.
IKOS’s core audience consists of men and women aged between 23 and 45. These are people who are interested in fashion, value style and comfort, and are looking for high-quality footwear made from natural materials.
Strategy development
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We have set up tracking on the website
We began by setting up tracking on the IKOS website to analyse customer behaviour at every stage of their interaction with the brand, as well as to assess the effectiveness of advertising.
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We have chosen a platform
Two main platforms were chosen for targeted advertising: Facebook and Instagram, as that is where the brand’s target audience is concentrated.
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The campaign objectives have been set
Conversion to boost sales
reach to strengthen brand awareness
traffic to attract customers to the website, where they can discover the products
Segmentation
We divided the audience into groups based on interests, behaviour and demographics. We also created a lookalike 
audience for more precise targeting based on customers’ behavioural factors.
Content
A key element of advertising is to make use of all high-quality placements and adapt the creative to each one. Together with the team, we took this into account
Remarketing
Remarketing was used to remind those who had already shown an interest in IKOS products. It was divided into static and dynamic remarketing.
Static remarketing has been launched for users:
who visited specific product pages
who have viewed the website in the last 7/14/30 days
by percentage of time spent on the website
For dynamic remarketing, we segmented the products into women’s and men’s categories, taking seasonality into account.
During the campaign, which lasted several months, we achieved the following:
- 240K+
- chats on messaging apps
- 2.8K+
- items added to the basket
- 9.36
- ROAS
- 700+
- orders via the shopping basket
DO YOU WANT TO BOOST YOUR BRAND AWARENESS?
WE’LL OFFER EFFICIENT TOOLS TAILORED TO YOUR GOALS!