50,000$ Revenue for a Manufacturer of Cosplay Helmets
Short description
Cyber-craft.shop is a manufacturer of cosplay helmets for Star Wars fans. For more than half a year we have been working with this client with different strategies for atrracting clients through Facebook and Instagram. Our results so far:
- 83 purchases at cyber-craft.shop with average price 350$
- 12,000+ followers for the back-up account instagram.com/cybercraft_v2 at 0.6$/follower
- 500+ leads in instagram direct
- 1000+ leads for chat-bot funnels
- Target audience: USA (80%), Canada, Germany, UK
- Budget spent: 23,000$
Ads
We always use live video ads with different parts in one video. Each part is
- customers video reviews
- customers text reviews
- dancing Baby Yoda :)
- unpacking video
- video reviews from the manufacturer
- selected instagram stories from the customers
- snippets from instagram live streams
All ads for this client: https://drive.google.com/drive/folders/1-9TXODXdQMnxf--WHvT7X8EXtkG5ReJM
High-quality ads provide high CTR → low CPM → low CPC. Average CTR for this project is 4-7%.
Followers
Cold traffic will never make purchase on the website from the company they have never heard of. This type of product requires warming-up the potential clients, so the first task is to attract followers. Thus, the campaign objective was "traffic" with the link to our instagram account.
The client set the objective to attract followers for the 2nd instagram account instagram.com/cybercraft_v2
New subscribers: 12,472 (from 4k to 16k)
CPF (cost per follower): 0,63$
Website traffic
Facebook requires you to have 50 or more conversions per week per campaign. The longer your ad sets are active and the more optimization events you generate, the easier it will be for Facebook to optimise your campaigns.
Conversion "Purchase" in our case wouldn`t deliver the required number so we used the following conversion events:
2 campaigns that were working during several months:
Retargeting is the most important campaign that can generate the cheapest purchases. We used the following audiences:
- Facebook engagers - 180 days
- Instagram engagers - 180 days
- Page View - 7, 14, 30 days
- View Content - 7, 14, 30 days
- Add to Cart - 14, 30 days
- Initiate Checkout - 30 days
Retargeting results during one of the promotions "All helmets for 299quot;
Promotions
Most of the revenue was generated during promotions. Triggers that we use:
User follows the link to the secret page, enters e-mail, spins the wheel and gets a discount from 10 to 90%. The roulette is set so that 90% discount can be achieved only once. 20% is the most possible discount.
User follows the link to the secret page with 3 offers:
1-day offer. All items including helmets for 400-600$ are offered for 299$.
Chat-bot funnels
Selling cosplay products requires live interaction with potential customers rather than letting them make their decisions on the website.
The first stage of any chat-bot funnel is a lead-magnet that motivates user to send message in Direct. Chat-bot then guides the user to the page with a special offer.
- Ad: Choose your helmet and get a detailed video-review.
- Three buttons: Mandalorian, Captain Rex, Scout
- Salutation and short decription of the helmet
- Message that in order to watch a review user needs to follow our account instagram.com/cybercraft
- Checking subscription
- Message with the link to the video-review
- Link to the page with this helmet with a special promocode for a 20% discount
- Ad: Send a keyword EARLY/SECRET in Direct
- Salutation and description of the offers
- Message that in order to get the link user needs to follow our account instagram.com/cyber-craft
- Checking subscription
- Message that in order to get the link user needs to mention us in stories
- Checking mentioning
- Link to the secret page
3. Online shop in instagram direct
- Complete equivalent of website in instagram Direct
- Ability to choose any category and provide all data for purchase in instagram Direct
Statistics from the Black Friday chat-bot (user gets the link after following IG account and mentioning us in stories):
- 427 users engaged in chat-bot
- 170 users subsscribed to instagram and mentioned us in stories with the overall reach more than 150,000 followers
- 107 users subscribed to instagram without mentioning in stories
Messages vs. website
Statistics analysis showed that conversion from messages to purchases was higher than conversion from website visitors to purchases. That is why it was decided to use campain objective "messages" in Instagram Direct and Messenger.
The ads suggested questions based on the most common objections. Examples of ads that were run for retargeting audience familiar with the product.
One of the campaigns with the objective "messages". 3.60$ per message:
Results
- 83 purchases at cyber-craft.shop with average price 350$
- 12,000+ followers for the back-up account instagram.com/cybercraft_v2 at 0.6$/follower
- 500+ leads in instagram direct
- 1000+ leads for chat-bot funnels
- Target audience: USA (80%), Canada, Germany, UK
- Budget spent: 23,000$
Customer Review
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