The Task: Raider is a Bulgarian brand for master tools. For over 19 years, the company has been producing various machines that cover the whole range of activities such as construction, woodworking, metalworking, auto and gardening. The brand also offers a full range of supplies. Raider selected us for their digital campaign in 2017. The goal was to achieve greater recognition among target audiences, to increase brand interest and to generate sales.

We developed a communication digital strategy that aimed to:

• Reach maximum number of unique users through video and display advertising, as well as through social media;
• Increase engagement among key audiences by developing and managing online game, which was connected with offline sales;

The communication strategy has been carefully developed to cover all of the brand’s key audiences – from home handyman to professional users of the individual product brands.

The used communication channels were display and video ads in Google Adwords and programmatic in Google Bid Manager (Google Display and Video 360) and social media ads in Facebook ads.

We created 6 campaigns for different purposes on Facebook. We wanted to get the attention of the audience we previously explored and created, to inform them about the brand and the products we produce and promote the game we created. In this channel, we also used the remarketing option. We’ve set up a separate campaign that has retransfer all users who have interacted with the brand through the website or Facebook page.

We have implemented a similar strategy in the Google Ads Network, where we have created 6 different campaigns in a similar way. We’ve set up a single text ad campaign with a display option. We also broadcasted a YouTube ad. In the other 4 campaigns, we broadcasted a banner ad for individual marketing purposes – product display and remarketing, and display and remarketing of the game.

The programmatic Google Bid Manager solution was used to increase the audience’s unique reach and reinforce the effect of other channels.

Campaigns were subject to full monitoring and optimization throughout their implementation.

Over a month and a half, the campaign has reached over 1,500,000 unique users (mostly men). The average cost-per-click achieved for all campaigns was $ 0.08. Campaigns were fully monitored and optimized according to the goals that were set.