Evotor - software b2b technologies
from Brand new to the 2nd place in the cash registers market
EFFIE AWARD 2019, GOLD
Audience
Owners of small and medium-size businesses
They are rational and comply with the law by the best price solution
Problem
Low brand awareness
Premium pricing as a barrier
Monopolistic market where the leading competitor holds an 80% market share
Solution
Complex micro-targeting in digital campaigns - 830 campaigns, 500 unique segments:
data analysis: internal + cabinet + providers
unique DMP
Brand identity and consistent messaging: advertising materials (100+ creatives), marketing toolkit, packaging and retail store branding
Media channel mix
Paid Digital channels:
SEO, Google ads; Youtube, dedicated resources on the topics of trade, taxes; manufacturer websites of cash registers; Forums and specialized blogs; business publication sites
Branded own online & offline channels:
Youtube channel with educational & product content
CRM marketing
Conferences
Specialised exhibitions
Branded point of sails
Results
Became top-2 Brand: Top of mind - 25%, Brand Awareness- 61%)
21% Market Share in cash registers up from 6%
formed the category of a sole player - 89% Market Share in smart terminals category
Digital Campaign results
1 Million Clicks
30% of free of charge placements via optimization and DMP
40 mln. unique reach
26 mln. effective reach with frequency 4+
PHILIPS O'NEILL
headphones
Market share increased by 5% as a result of a brand communication campaign tailored to key audience insights.
Audience
18-25 y.o.
The feeling that everything is ahead
Focus on quality of life and the sensation of life's drive
Self-development and self-actualization are extremely important
Problem
Brand was perceived as a "Value for money", "Not for me". Low Brand awareness.
Solution
Integrated Marketing Communication Platform: "Don't Listen to Others, Listen to Music", featuring influencers from subcultures relevant to our target audience, including music, parkour, skateboarding, and dance.
Channels
Digital PR
Youtube, Social Media
Influencer marketing
User generated content
Digital special projects
Mobile advertising
Experiential marketing: Faces&Laces, High School Graduation event, Armin van Buuren press-conference, IFA Berlin, CES
Results
5% Market Share growth in headphones category
15% Brand Awareness growth
Changed brand perception from "low-cost" to "brand for me"
80% Share of Voice in Tier-1 medias
Media Campaign Results
650,000 views on Youtube
100,000 unique visitors
4.5 mln Target Audience Reach
Sberbank & MasterCard
The customer acquisition cost has halved via technology integration into media
Audience
Entrepreneurs, owners of small and medium-size businesses
Problem
Increase visibility of the advertising campaign, overcoming the user's "attention economy" in a highly competitive market
Solution
Synchronized cross-media campaign - Outdoor, Radio Digital, with application of Wi-Fi technologies and integrating MAC-addresses technology
Results
2X conversion rates in the registration application
Achieved 10% CTR against the standard of 0.9–1.2%.
The case won a Bronze at the Tagline Awards 2019
Synchronized cross-media campaign with application of technologies including 3 consistent communication stages
stage 1
Simultaneous launch of the advertising campaign in Digital Outdoor and Radio with further data transmission to digital environment
stage 2
Processing of collected data and transmission to advertising networks in Digital
stage 3
Launching digital campaigns, taking into account the “seen” segment, which is replenished as advertising is shown in Outdoor
Results
Synchronised cross-media campaign increased CTR by 30% for Digital advertising.
WOW effect of cross-media synchronisation
GETT taxi, B2C ride-hailing app
brand building ♥ + performance marketing 🎯= powerful duo for growing ROI
Audience
Generation Y - Young Climbers and Wealthy Families
Problem
Tough price-fighting in taxi category
Low Brand awareness
Low Conversion Rates of Awareness into Usage
Solution
Align both brand building and performance marketing with a unified goal: elevating brand equity
Media Channel Mix
Image Campaign: TV, OLV, Digital special projects, Out-of-home, Cinema, Business centers, SMM, Indoor Screens at Airports, Taxi branding
Product Performance campaign: Google Display, Paid Search advertising (SEM), Mobile Ads, Social Advertising Retargeting, email marketing
Results
20% Brand Awareness growth
13% increase in user conversion rates from Awareness into Usage
15% reduction in Customer Acquisition Cost
