May 7, 2022

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$/follower
  • 500+ leads in instagram direct
  • 1000+ leads for chat-bot funnels
  • Target audience: USA (80%), Canada, Germany, UK
  • Budget spent: 23,000$
CyberCraft Team

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

Ad examples:

High-quality ads provide high CTR → low CPM → low CPC. Average CTR for this project is 4-7%.

Statistics from Ads manager (currency - rubles)

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

Ad examples:

Ads for attracting followers

Results

Budget: 7,847$

Clicks: 101,507

New subscribers: 12,472 (from 4k to 16k)

CPF (cost per follower): 0,63$

Followers growth:

Statistics from Livedune.com. Countries distribution.

Statistics from Ads manager:

Statistics from Ads Manager (currency - rubles)
Results

Website traffic

Cold 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:

  • Purchase
  • Add To Cart
  • Initiate Checkout

2 campaigns that were working during several months:

Statistics from Ads Manager (currency - rubles)

Retargeting

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:

  • exclusivity
  • limited edition helmets
  • fear of missing out
  • emotions
  • high quality and high service

Roullette

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.

Secret sale

User follows the link to the secret page with 3 offers:

  • 20% on all helmets
  • Buy 2 helmets from 350$ and get the 3rd for free
  • Free express delivery

All helmets for 299$

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.

Chat-bot example:

Chat-bot "Subscribe and get a video-review of the chosen helmet"

We used 3 chat-bots:

1. Get a video-review

  • 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

2. Black Friday Secret Sale

  • 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
Message templates

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
Online shop in Instagram Direct

Results:

Statistics from the Black Friday chat-bot (user gets the link after following IG account and mentioning us in stories):

Black friday chat-bot statistics
  • 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.

Templates for the "messages" objective.

One of the campaigns with the objective "messages". 3.60$ per message:

Statistics from Ads Manager (currency - rubles)

Results

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$/follower
  • 500+ leads in instagram direct
  • 1000+ leads for chat-bot funnels
  • Target audience: USA (80%), Canada, Germany, UK
  • Budget spent: 23,000$

Customer Review

Review form Evgene, Chief Marketing Officer at CyberCraft

DM T.me/SergeyMaslenitsin and get a free marketing strategy for your project. Our SMM & PPC Digital Agency provides the following services:

  • PPC Facebook/Instagram traffic
  • Influence marketing
  • Chat-bot funnels
  • Bulk messaging