Leather bags and backpacks.

The situation BEFORE working with epic name.:

The brand was NOT doing any professional promotion, SEO and SMM, contextual or targeted advertising, but had a well-designed Instagram account and a website.

The brand was NOT doing any professional promotion, SEO and SMM, contextual or targeted advertising, but had a well-designed Instagram account and a website.

The brand was NOT doing any professional promotion, SEO and SMM, contextual or targeted advertising, but had a well-designed Instagram account and a website.

The team had run ads on Instagram several times via the Promote button to an audience similar to their followers and received orders. Then the orders dwindled, because the audience was small.

Daniel and Karmina wanted to get more orders and expand their production.

The owners decided to find marketers to handle promotion. On a recommendation they approached our company, epic name..

What was done for the client?

At launch the client had a relatively small budget of ₽30,000, so we decided against contextual advertising in Yandex and Google. The client's website was also not suitable for running ads, and there was not enough budget for a new landing page

At launch the client had a relatively small budget of ₽30,000, so we decided against contextual advertising in Yandex and Google. The client's website was also not suitable for running ads, and there was not enough budget for a new landing page

At launch the client had a relatively small budget of ₽30,000, so we decided against contextual advertising in Yandex and Google. The client's website was also not suitable for running ads, and there was not enough budget for a new landing page

The epic name. team decided that for this kind of business the most important thing is the visual side, and the client had, as it happens, put together a beautiful Instagram account.

So we concentrated on targeted advertising on Instagram.

The main goal was to receive a message from a potential customer in Direct or to capture their details via a lead form.

The epic name. team needed to find out the shop's current offers for its potential customers and only then shape the messages for the ad creatives. Different creative formats were used, but video was the priority.

We covered Moscow, the Moscow region, Saint Petersburg and the Leningrad region. Then we started adding other major Russian cities.

We filtered the affluent audience by behavioural signals: people interested in luxury goods, premium property, luxury cars, business and so on.

As for the results, over a month of work we received around 40 leads at an average cost of ₽300. A good result.

How did the work go, what challenges did we face and how did we solve them?

We immediately started receiving a large volume of inexpensive enquiries, but watching what people were writing in Direct, we realised we had hit the wrong audience. People thought “Karmina-studio” made absolutely any leather item to order and asked whether they could have boots, jackets and other items made, whereas the client specialised only in bags and backpacks.

We immediately started receiving a large volume of inexpensive enquiries, but watching what people were writing in Direct, we realised we had hit the wrong audience. People thought “Karmina-studio” made absolutely any leather item to order and asked whether they could have boots, jackets and other items made, whereas the client specialised only in bags and backpacks.

We immediately started receiving a large volume of inexpensive enquiries, but watching what people were writing in Direct, we realised we had hit the wrong audience. People thought “Karmina-studio” made absolutely any leather item to order and asked whether they could have boots, jackets and other items made, whereas the client specialised only in bags and backpacks.

We reworked the ad creatives to stress that “Karmina-studio” makes only bags and backpacks to individual order, based on existing models and using premium materials.

After the adjustments we managed to get targeted traffic while keeping the volume of enquiries and the low cost.

But we ran into the fact that people were asking for budget models at around ₽5,000, whereas bags started at ₽15,000 and backpacks at ₽35,000.

Since the ads were set up to drive visits to the Instagram account, to which you cannot connect or configure end-to-end analytics or special audience goals, we had no analytics systems that would let us fine-tune the target audience in more detail.

What results did we get in the end?

In a month of work we received around 40 leads at an average cost of ₽300.

In a month of work we received around 40 leads at an average cost of ₽300.

In a month of work we received around 40 leads at an average cost of ₽300.

Despite excellent marketing metrics in terms of the number of leads and their cost, we were unable to reach an audience ready to buy accessories from a start-up brand priced from ₽15,000.

The client did not have enough budget for additional tests, so after a month we had to stop working together.

Having thought about why we could not get the desired result, we realised that the “Karmina-studio” audience are people who want to buy not only a beautiful, very high-quality and practical item, but also a well-known, status-symbol and exclusive one.

To boost the brand's popularity and recognition, it is worth working on collaborations with bloggers to create value in the eyes of the target audience. And later try to return to advertising with epic name., this time with an established brand, Instagram and landing page.

epic name. provides a full range of marketing services, but everything depends on the contents of the chosen partnership package.

By the way, there is also this case study: 311 leads for wholesale and retail sales of jumpers for a women's fashion brand.

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