194 leads for 1,5$ in multilevel marketing for 2 months

-to generate stable flow of applications for MLM field

Today we would like to share with you our experience in setting up the targeted advertising in Instagram for a networker.

For those, who doesn't know, multilevel marketing (MLM) means that the sales of goods are carried out through a network of independent agents. Each of them can not just sale the products of the company, but also involve new sponsors and get additional profit through the percent of the hired people's income.

The profit of direct sales is commonly low for distributor because of the small amount of goods, that is why we can make real money just from sales of sponsored distributors. It is the way how the hierarchy works in MLM-companies - the most successful recruiters are more valuable than hard-worker sellers.

In Russia multilevel marketing is assessed mostly in negative way. People don't understand how it works. They consider such offers as a financial pyramid and don't trust them. It is important to present your offer correctly not to scare your potential partner.
Our client is a networker from inCruises company.

InCruises offer an exclusive membership in tourist cruise club, the participation is available by invitation only.We determine "the direction of the game" in planning, saving and payment of family vacations.We use directly 100 millions of dollars, that are usually spent on cruise-advertising, for the most powerful marketing in the world - for you!

In a nutshell: the company attract people who are ready to spend 200$ on down payment and then 100$ monthly. The networker cruise when they get enough money on their account. If the networker attract people in the system, they make money on it.

Client's expectation: maximal number of applications.

Advertising campaign duration: 04/26/2019-06/15/2019 (2 months)

Initially our client wanted to attract only people who work in networking and sell the services/ maintenance/ SMM services for networkers, because it was a risk that usual people don't take multilevel marketing seriously. He tried to promote his posts by himself by the button "promote", but it didn't bring him to any tangible results. Moreover, his posts were declined by moderation.

He refused this idea just after that.

We found out that to spend the budget on the offer "travel and make money" is much more profitable than on the upcoming services.

Now about the advertising campaign:

We made various a/b-tests during the advertising company, tried to find the best connection not with the cost of the lead, but also convert it in final sale of the product. Although the product is specific because it is multilevel marketing in cruise company, where each member should spend 100$ monthly.

The main complexity of such kind of business is that the moderation of Facebook decline any ads connecting with multilevel marketing. The advertising office of our targetologist was blocked about 10 times, but we bypassed blocking thanks to competent communication with support service.

At first, we tested different formats of advertising (Stories and posts) and different creaives for classical Target Audience of travel projects: "Action: travel a lot"

The posts were the most successful tool, because the cost of displaying turned out to be lower, and leads were cheaper.

The cost of the lead is different because it was two different audiences: RF users and russian speakers of other countries.

The portrait of the best audience: women of 35-55
After that we split it on countries, besides geo we tested some thought leaders.

Their part: -cryptocurrency holders (because cruises of this company may be paid by currency);

-dentists (there is a big pool of clients);

-bloggers;

-entrepreneurs;

-beauty-sphere-workers and so on.

Total about 20 audiences were tested.

It was developed for each segment:

-2-3 promo-posts and video-creatives;

-3 variants of promo-posts.

So in common we made:

- more than 50 creatives

Here are the best of them:

the best texts:

Do you want to have business in tourism?

Do you want to know how to make money on cruise liners?

You have unique chance to make money on travel!

We are an international cruise club that gives an opportunity to travel on modern and comfortable liners and to visit the most famous cities and countries with significant benefit.

Leave a request and you will know:
- Why do the rest on cruise liners became more preferable and available than the rest on land for millions of people in Russia and all over the world?

-How to turn travel into a profitable business?

-How to travel right now choosing from 5000 variants!?

-How to stop pay for your cruises and start to get money?

-How to get profit from cruises?

-How to save money on flights?

The main text: Are you dreaming of travel? Do you want to know how to rest on cruise liners for the half-price? Free? Or even making money on it?

Sounds like a dream? We will make you happy! It is a reality. You just get a unique chance to travel for free and even make money on that.

We are an international cruise club that gives an opportunity to travel on modern and comfortable liners and to visit the most famous cities and countries with significant benefit.

That is how we will be useful for you:
You can visit wonderful cities and counties;

You can save the budget and even make money;

You can travel more often;

-> Do you want in cruise club already? Fill in the blank right now and get special offer, just for the first 10 participants! Leave the request right now, we are looking forward for you in the cruise club!

All requests were sent to the customer directly, who processed them in a timely manner and completed the funnel with offline meeting, if it was possible (there are team representatives in each main cities in Russia), or with warming-up in social network (Instagram). The customer also sent a presentation or communicated in messagers and did live-translations.

Different texts were tested, some of them were asked by customer to be published without any changes.

Budget - 272,2$

Leads - 194

The cost of a lead - 1,5$

The customer is pleased with the advertising campaign. It is difficult to determine the conversion from leads due to the speed of the transaction, since the potential distributor sometimes takes several weeks to be warmed-up.

We decided to pause our work for now because the client wasn't able to process such huge amount of applications and he took a brake to prepare better for getting traffic.