Cross-Channel Advertising and PR Campaign to Promote the VARTA Brand on the Russian Market
Brand promotion in the B2B and B2B segments
Background
VARTA automotive batteries by Clarios - a global energy storage solutions company.
Goal
To increase brand awareness of VARTA on the Russian market in the B2B and B2C segments.
Solution
B2C Marketing Strategy
To increase VARTA brand awareness among the B2C audience, we conducted an advertising campaign in digital and traditional media.
As the main promotion channels we used:
- Programmatic ads;
- Cooperation with bloggers;
- Posts in VK groups;
- Contextual advertising in Google and Yandex;
- Banner ads in GDN and YAN;
- YouTube promo;
- Banner ads in thematic media.
In the social media marketing campaign, the focus was on the product's seasonal advantages, which were reflected in both the text and the visual elements of the ads. In total, placement was carried out in 24 thematic groups in VK.
B2C Marketing Strategy
To increase VARTA brand awareness among the B2C audience, we conducted an advertising campaign in digital and traditional media.
As the main promotion channels we used:
- Programmatic ads;
- Cooperation with bloggers;
- Posts in VK groups;
- Contextual advertising in Google and Yandex;
- Banner ads in GDN and YAN;
- YouTube promo;
- Banner ads in thematic media.
In the social media marketing campaign, the focus was on the product's seasonal advantages, which were reflected in both the text and the visual elements of the ads. In total, placement was carried out in 24 thematic groups in VK.
On the Russian-language VARTA channel, there are many videos with useful content that are most relevant to the brand's key audience. However, before that, the channel was promoted only organically. In December 2021, we launched a large-scale campaign to promote videos, both new and already available on the site. This allowed us to increase brand awareness among the target audience and attract new subscribers to the channel.
Millions of users search for information about car batteries every month. At the same time, brands have to compete with aggregator sites and direct competitor sites in organic search results. The launch of contextual advertising on Yandex and Google allows brands to reach large numbers of interested audiences and drive the most relevant, high-quality traffic to their sites. For VARTA, a large-scale advertising campaign was launched in winter, during the peak season, across search, Yandex, and Google networks.
By optimizing advertising campaigns on Yandex, Google, and YouTube, we significantly reduced CPC and achieved several times as many clicks without increasing the budget.
Since another powerful outreach advertising tool is cooperation with bloggers, we have organized two advertising integrations of the VARTA brand:
Results
For six months of programmatic ad placement, we got:
- 5.46 million impressions
- 16 thousand clicks
For the three months at Yandex and Google:
- The number of impressions amounted to 64.7 million
- The number of clicks amounted to 518 thousand
- The number of actual clicks exceeded the planned number by 2.5 times
For the same period on YouTube (video ads campaign):
- The number of impressions amounted to 2.3 million
- The number of views amounted to 363 thousand
- The number of actual views exceeded the planned number by 2 times
As a result of the advertising campaign in VKontakte, we reached:
- During the B2B campaign - 100.5 thousand users (exceeded the planned number by 2.3 times)
- During the B2C campaign - 337 thousand users (exceeded the planned number by 40%)
During the media campaign (not including media placement during the PR campaign), we got:
- 2.9 million views
- 5.5 thousand clicks
