“Liquid stone”.

Background

This case stands out from all the others, as it involved promoting a product that was new to the market and had interesting characteristics.

This case stands out from all the others, as it involved promoting a product that was new to the market and had interesting characteristics.

This case stands out from all the others, as it involved promoting a product that was new to the market and had interesting characteristics.

The client approached me after seeing several of my landing page projects. The product is “liquid stone”. It is a type of plaster that is applied to a building's façade and, once dry, creates the effect of natural stone cladding.

The difficulty in promoting such a product was that it was almost unknown in Russia and nobody was searching for it online.

Objective

Launching the product on the Russian market and creating a steady flow of enquiries to buy “liquid stone”.

Launching the product on the Russian market and creating a steady flow of enquiries to buy “liquid stone”.

Launching the product on the Russian market and creating a steady flow of enquiries to buy “liquid stone”.

What we did

First I held a briefing with the client. Then came in-depth work studying the competitors and identifying any useful and targeted search queries. After collecting the queries, I split them into different target segments.

First I held a briefing with the client. Then came in-depth work studying the competitors and identifying any useful and targeted search queries. After collecting the queries, I split them into different target segments.

First I held a briefing with the client. Then came in-depth work studying the competitors and identifying any useful and targeted search queries. After collecting the queries, I split them into different target segments.

Then I compiled the queries into a large table for substituting the content of the first screen to match a specific query.

The next stage was preparing the prototype and building the website. The website turned out to be quite detailed. Since almost nobody knew about this plaster, we had to “educate” visitors. To do this, we placed informational texts, videos, case studies and photographs on the website.

Before the start of the advertising campaign, we prepared photographs showing examples of the dried plaster on building façades, which genuinely looked like natural cladding stone.

We told the story of the company and strengthened trust in the company and the product with product certificates.

After setting up the advertising campaign, enquiries began coming in as early as day 2. The advertising ran across the whole of Russia. But after the first enquiries we kept only one region — Moscow, as logistics would otherwise have become complicated. The cost per enquiry jumped immediately, but within 4-5 days it fell and returned to the initial level, which suited us.

Results:

For packaging and building systematic marketing,  contact epic name. or write to our VK community. There you can leave a request or ask questions.

For packaging and building systematic marketing,  contact epic name. or write to our VK community. There you can leave a request or ask questions.

Over 62 days:

Enquiries — 236 enquiries from the website (excluding calls)

Cost per enquiry — ₽427

Average order value — ₽40,000

Payback — 11 days

For packaging and building systematic marketing,  contact epic name. or write to our VK community. There you can leave a request or ask questions.