It is also worth noting the decline in the audience of
Posted: Tue Feb 18, 2025 8:46 am
We have moved away from scaling performance campaigns. So far, we have only been able to scale social networks. The entire performance is currently beyond our means in terms of DRR, due to low brand awareness. We will work on brandformance. Of course, we are trying to work in the remaining channels - myTarget, VK, Yandex - but we cannot find a scalable model there either.
Therefore, in the company, we adhere to the culture of testing hypotheses and their further scaling. By the way, this also applies to the products themselves. We have a very fast time to market from idea to shelf. While a new product is in the development stage, we are already thinking about positioning, testing creatives, preparing a launch strategy. This may be several hypotheses, of which 2-3 will work. We test them on small budgets and launch the successful ones on a large scale.
In the current realities of severe restrictions on external traffic, we are still actively working with influencers. We can say that for us now this is the only scalable channel. Another issue is that the reach of banned social networks has dropped significantly and we have to be more careful about the upper funnel of influencer selection.
A whole team of scouts is currently working on this task. We focus on the final level of DRR and our history of working with a large number of bloggers and opinion leaders. That is, we know exactly which format and with whom will work, in addition to new experiments."
Stas Kolosokov,
SSO CosmoBeauty
“
"The departure of Google, Facebook* and Instagram* (social networks banned in the Russian Federation) is a very serious blow in terms of the efficiency of spent budgets.
In general, the strategic approach to budget management has conduit cn mobile number database changed: instead of reducing the DRR, increasing turnover, etc. - find a way to achieve the minimum planned turnover in digital. For now, we are focusing on performance campaigns and squeezing the maximum out of them. By the way, this year we do not plan to include remarketing, it does not fit in from the KPI point of view. Now it is better to spend budgets on what works at the moment.
The influence marketing market also suffered with the departure of a number of platforms. Platforms that exist as a way of communication between the client and the blogger at a fairly "raw" level are either inconvenient conditions for the blogger, or unacceptable conditions for the client.
Facebook and Instagram. Many bloggers still live in the "pre-February" realities with certain price tags. We connect and work with those bloggers with whom we can reach an agreement."
Therefore, in the company, we adhere to the culture of testing hypotheses and their further scaling. By the way, this also applies to the products themselves. We have a very fast time to market from idea to shelf. While a new product is in the development stage, we are already thinking about positioning, testing creatives, preparing a launch strategy. This may be several hypotheses, of which 2-3 will work. We test them on small budgets and launch the successful ones on a large scale.
In the current realities of severe restrictions on external traffic, we are still actively working with influencers. We can say that for us now this is the only scalable channel. Another issue is that the reach of banned social networks has dropped significantly and we have to be more careful about the upper funnel of influencer selection.
A whole team of scouts is currently working on this task. We focus on the final level of DRR and our history of working with a large number of bloggers and opinion leaders. That is, we know exactly which format and with whom will work, in addition to new experiments."
Stas Kolosokov,
SSO CosmoBeauty
“
"The departure of Google, Facebook* and Instagram* (social networks banned in the Russian Federation) is a very serious blow in terms of the efficiency of spent budgets.
In general, the strategic approach to budget management has conduit cn mobile number database changed: instead of reducing the DRR, increasing turnover, etc. - find a way to achieve the minimum planned turnover in digital. For now, we are focusing on performance campaigns and squeezing the maximum out of them. By the way, this year we do not plan to include remarketing, it does not fit in from the KPI point of view. Now it is better to spend budgets on what works at the moment.
The influence marketing market also suffered with the departure of a number of platforms. Platforms that exist as a way of communication between the client and the blogger at a fairly "raw" level are either inconvenient conditions for the blogger, or unacceptable conditions for the client.
Facebook and Instagram. Many bloggers still live in the "pre-February" realities with certain price tags. We connect and work with those bloggers with whom we can reach an agreement."