3 748$ of proceeds for sweet-shop online-school on Instagram

-Sales, positive ROI

Ze.firka is online-school that teaches how to cook cakes and desserts of different difficulty levels as for new learners and for professionals. It is also a sweet-shop in Samara.

About the online-school:

The main product is confectionery art online-courses and tripwire, that is collection of recipes by the school founder.

The school has its own landing, which converts not bad.

Instagram Account was managed actively: there were qualitative content, videos, master-classes, live translations and useful stories.

The main product is confectionery art online-courses and tripwire, that is collection of recipes by the school founder.
The school has its own landing, which converts not bad.
Instagram Account was managed actively: there were qualitative content, videos, master-classes, live translations and useful stories.

Because of the ads on "Vkontakte" didn't work well, we analysed the situation and decided to create an advertising on Instagram.

We started the advertising campaign in 4 steps. The first 2 hypotheses were not successful.

The first step

We decided to promote online-school through the free video-lesson on dessert's cooking. At first we set up traffic on What's App.Manager processed applications and worked with sales. Although it wasn't effective. As a result there were a lot of requires for free upload of the video-lesson, but there were critically few sales. Payback was about zero. 

The second step

We analysed the first unsuccessful campaign and came to desicion that straight sales would't work here. That is why it was decided to introduce a little autofunnel of sales and mailing on e-mail.

The funnel was introduced because thanks to the lead (free video-lesson from the school) the registration was on GetCourse platform (people needed to leave their e-mails and phone numbers to get access to free lesson). Then we warmed up the audience to buy yhrough e-mail.

Clicks: from 0,03$ to 0,05$, the average was 0,04$

Total spent: 583$

Amount of signed up: 3200 people

The registration on the website costed less than 0,2$

Then e-mail mailing was sent on this base where people bought training at confectionary school.

As a result of this campaign somebody bought tripwire and somebody bought the main product. But even this result wasn't good. We got profit, but it was not so big as we wanted. And one more moment: we hadn't clear statistics because the customer didn't take it to us.

The thirst step

We analysed two previous steps and decided to spend traffic on the tripwire: collection of the dessert's rcepies. The price of the tripwire was 5,4$. It gave well payback and ROI. For 0,01$ we got 0,02$ of profit. We still use this ads.

Average cost of a click: 0,06$

Total spent: 250$

Moreover, a lot of subscribers came on the platform. This indicator we didn't use because we hadn't the task to grow the audience.

The fourth step

Additionally, we set up traffic for getting free sweet-boxes to Mother's Day by customer's Studio in Samara and also for some master-classes.

The clicks were in average from 0,15$ to 0,25$ here.

The audiences were used by category of interests:
cookbook, desserts, cakes, pies, recipes, housewife, sitting with a child + they were crossed with involved users, with the audience doing shopping and online-shopping

We tested with addition of automatic interests and without them, and also segmented by the age.

Later we had to refuse from age segmentation because the audience of women of 20-45 worked the best

What wasn't well:

Photographs of half-naked guys worked the worst (and it was surprised for us). The photoshoot took place especially in order to make the ads memorable, effective and bright among the advertising noise. But something went wrong.

We hadn't got any clicks from this ads. Moreover, we faced to moderation problems on Facebook because of naked men. 

Summary:

The cost of the course on dessert's cooking: 66$

The cost of tripwire: 5,4$

Total spent on advertising: 2 152$

Total sold courses, master-classes and tripwires: 3 748$

Total sold tripwires: 148 (794$)

Total sold courses: 44 (2 953$)