Brand awareness strategy using social media and Performance Max

Using a case study, we will explain how to use social media and Google advertising to create a new brand image in the minds of buyers, promote a new product, attract and motivate the audience, increase brand awareness, and use the target audience's brand query.

IN BRACKET is a multi-brand eyewear store, globally designed to give people self-confidence. Our team has been working on brand development for less than a year, but we have already managed to develop emotional branding, increase branded demand by 5 times, and actively engage all available tools to promote the business.

• increase the number of branded queries “in brackets” (affect brand awareness)
• increase the number of leads for eye exams
• increase sales in optics in Ternopil

To achieve the goals, an individual strategy was developed using targeted and contextual advertising. Therefore, the website IN BRACKETS is currently under development, we used all the tools as effectively as possible to achieve great results.

During the period of work:

• Brand positioning in social networks has been created
• Brand positioning created on Google networks
• Target audience portraits have been developed
• A content strategy was created in accordance with the new positioning
• An advertising strategy has been formed in accordance with each stage of work.

Targeted advertising

To promote using targeted advertising, advertising campaigns were set up in Ads Manager with the following goals:

1. Outreach - to introduce people to the company.
2. Interaction - to get the conversions we want when interacting with content.
3. Traffic - to increase people's interest in the profile and increase the number of conversions - subscription, direct message request, purchase of glasses, appointment for an eye test.

Since the website had not yet been created at the time of the start of the promotion, social networks took on the obligation to provide all information about the company U Duzhki.

1. Search advertising for branded queries.

   Focused on users who are already familiar with the brand or have become familiar with the company through offline advertising, it allows users to get to the site as easily and quickly as possible, as well as minimize the possibility of "stealing" brand traffic from competitors.

2. Local campaign settings:

   Local campaigns are designed to attract more visitors to your offline store.

   As a result, we got - the attendance of stores where the product is available and the audience's interest in the product.

3. Performance Max settings.

   These campaigns use automatic placement of selection and placement bids (the ad can be displayed on Google search, the contextual display network, YouTube and Gmail. Such a campaign compensates for standard campaigns and remarketing in CMS. A video was also added to this for effective user engagement). .

• visit visiting clients with the company;
• convey the style and uniqueness of the brand in combination with customer needs (vision check, purchase of glasses);
• to create an identity for people of the brand IN BRACKETS, as a company that provides self-confidence.

Example creatives:

Promotion results

Work period December 2021 - April 2022

In Google My Business, the main indicators regarding the set goals have increased: The positive dynamics can be traced using the graph:

Data for December 2021 from Google My Business

Data for April 2022 from Google My Business

Growth dynamics of the search company U Duzhki

Data for December 2021 from Google My Business

Data for April 2022 from Google My Business

Promoting a new brand as part of rebranding is a task that requires a comprehensive approach and a clear strategy.

For such promotion it is very important:

• defining the goals we want to achieve with the help of social networks;
• development of a communication strategy and content strategy;
• creating a holistic brand image;
• taking into account and involving implementation stages in strategies;
• developing marketable and entertaining content that effectively engages target audiences.

At the time of publication of the article, the war in Ukraine is still ongoing. But the company “U Duzhkih” continues to support the Ukrainian economy and do everything possible and dependent on business to help the Armed Forces of Ukraine and Ukraine.