SenseAsia projects

KNYAZ
EV
Media campaign
Launched and Developed media campaign to attract tourist audience and leverage awareness of MR.VIET products
• Geo: Da Nang (most popular tourist city)
added Nha Trang and Hoi An
• Channels: YT (90%+), Insta, FB, Tik-Tok
• Goal: Sales in Retail
• Measurement: Geo test comparasion Da
Nang vs HCMC
• Adapted existing content for the YouTube format and added information about the
biggest retail partners.
• Adapted video sound for target audiences: ENG, CHN, KOR with freelancers.
• Launched In-stream ads and Non-skippable 15s formats, prioritizing non-skippable ads.
• Achieved initial success and managed to significantly increase the budget.
• Created new videos using the ABCD creative approach from Google, collaborating with
a highly reputed DOP (Adidas, Gerrard) at 25% of his regular price.
• Found a professional sound designer and created voiceovers for 3 languages (60s, 15s,
and 6s multiple narratives) using AI voiceovers, reducing time costs and budget
significantly.
• Expanded to new cities following remarkable results in Da Nang.
• Developed an Adsequence strategy that included 6-second product bumpers to
increase frequency by 40% and reduce CPM by 25%.
2

3.

KNYAZ
EV
Media campaign results
According to geo comparasion, we’ve achieved significant results in just 3 months.
DN vs HCMC
2 000 000 000
1 800 000 000
1 600 000 000
1 400 000 000
1 200 000 000
1 000 000 000
800 000 000
600 000 000
400 000 000
200 000 000
-
Ho Chi Minh
Danang
3

4.

KNYAZ
EV
B2B marketing: ppc
Wholesale
Private label
• Before PPC leads were coming from exhibitions and a small portion of SEO with CPL ~$300
*1 USD ~25.000 VND
4

5.

B2B marketing: email
KNYAZ
EV
• Set up email marketing platform Snov.io
• Purchased, verified and segmented a list of
wholesale distibutors
• Launched a series of e-mail campaigns
• Implemented AIDA model for content and
various approaches for headlines and
content structure
• Tested inclusion of pics and links into
emails
5

6.

B2B marketing: email results
KNYAZ
EV
6

7.

Tik-tok
KNYAZ
EV
7

8.

KNYAZ
EV
Marketplace
• Biggest marketplace in Vietnam
• 2nd biggest marketplace in Vietnam
• Launched Ads campaign
• Launched Ads campaign with the same strategy as for Shopee,
failed, relaunched more detailed campaign with lowest possible
bids and featured products and step by step scaled it up
• Refactored titles and descriptions according to internal SEO
trends
• Landed YT b2c traffic to the platform
• Connected Shopee GMC to our Google Ads account and
launched Shopping campaign and YouTube for Shopping ads
• Refactored titles and descriptions according to internal SEO
trends
Results
8

9.

KNYAZ
EV
Relevant projects
9

10.

KNYAZ
EV
Instamart
Express delivery service for goods “from the shelf” of large
hypermarkets
Goals:
o Managing desktop advertising with optimization for the cost
of attracting a new client
o Attracting the maximum number of orders from new clients
from non-branded traffic with lowest possible CAC
Done:
o Designed and implemented detailed structure of SEM
campaigns;
o Configured a bidding strategy to obtain the maximum share
of traffic for TOP categories and sub-brands;
o Optimized activities based on CRM data
+ 62%
New customers over the plan
- 50%
CAC compare to Mediaplan
> 63%
Share of non-brand transactions
10

11.

KNYAZ
EV
Case studies
Achieved revenue growth of 46%
Goals:
• advertising with optimization of the cost of attracting a client and ROAS;
• timely updating of communications in the advertising campaign in accordance with the
promotional plan.
+21%
Increase of share of new customers
y2y
+27%
Sales growth y2y
Done:
• restructured and updated SEM campaigns;
• Implemented attribution modeling and MMM tools to achieve performance goals;
• developed the structure of remarketing advertising campaigns in contextual and social
networks;
• Tested various audience segments in all performance channels;
• non-standard activations: special projects with game mechanics, work with video
bloggers;
+46%
Revenue growth y2y
• Analysed interplay between advertising efforts and internal website promotions on
conversion rates, followed by campaign optimization based on the insights gained.
11

12.

KNYAZ
EV
Case studies
Homeme: performance
Results:
Done:
-38%
Switching to optimization for 25 000 000
confirmed orders according
CRM
Reduced ROAS in
first 4 month of
managing progect
20 000 000
Disabling advertising in regions
with high CR by GA, but the
lowest redemption
15 000 000
Expansion and regrouping of
the semantic core
-20%
1 200
1 000
800
600
10 000 000
400
5 000 000
200
Reduced CPO
0
0
Ad spend
Revenue
Orders
12

13.

KNYAZ
EV
Case studies
Homeme: brandformance
Results:
4 500 000
4 000 000
x4
Revenue increased
250
÷2
Purchase abandonment
rate
200
3 500 000
3 000 000
150
2 500 000
2 000 000
What brought results?
100
1 500 000
Post-view optimization
Targeting and creative A\B-testing
Strict Brand Safety policy
1 000 000
50
500 000
0
0
авг.19
сен.19
окт.19
Ad Spend
Revenue
ноя.19
дек.19
Orders
13

14.

KNYAZ
EV
Case studies
Rocket scaling with YouTube
rebranding
Goals:
To launch video ads with optimization for order value
• Increase in the total number of delivered orders per day within the
CPO limit.
• Regular optimization measures to achieve positive dynamics for
order value
+96%
x2
Exceeding the plan for
new customers
Increased the average daily
number of delivered orders
>35 000
>13 000
Orders delivered
New customers
Done:
• Launched more than 100 cities of placement.
• Tested more than 50 targeting options by interests and content
categories
• Connected an external DCM pixel with custom events to track postview conversions with reference to order and client id to optimize for
CAC.
• Optimization and generation of reports based on sales data and new
clients from CRM
14

15.

KNYAZ
EV
Case studies
Scaling Campaigns During a Pandemic
Dynamics of orders
Orders
29.06.2020
CPO
27.06.2020
25.06.2020
23.06.2020
21.06.2020
19.06.2020
17.06.2020
15.06.2020
13.06.2020
11.06.2020
09.06.2020
07.06.2020
05.06.2020
03.06.2020
01.06.2020
30.05.2020
28.05.2020
26.05.2020
24.05.2020
22.05.2020
20.05.2020
18.05.2020
16.05.2020
14.05.2020
12.05.2020
10.05.2020
08.05.2020
06.05.2020
04.05.2020
02.05.2020
30.04.2020
28.04.2020
26.04.2020
Orders
700,00%
600,00%
500,00%
400,00%
300,00%
200,00%
100,00%
0,00%
24.04.2020
250,00%
200,00%
150,00%
100,00%
50,00%
0,00%
CPO
Campaign Setup & Manual Optimization
Tracking & Final Results
• Launched in-stream video ads optimized for "add to cart" to accelerate learning.
• Integrated a DCM pixel to track post-view orders with custom user and
order IDs.
• Used a 30-day post-view attribution model due to the indirect nature of video ads.
• Manually refined targeting and placements, reducing CPO while campaigns
collected data.
• Transitioned to purchase optimization after 20 days, cutting CPO by 12% and
• Linked campaign data to the client’s CRM for deeper performance insights.
• Achieved an additional 10% reduction in CPO with improved analytics and
optimizations.
increasing orders.
15

16.

KNYAZ
EV
Case studies: Clarins
Measuring the impact of ads on overall sales
Connecting Conversion lift for FB and Instagram
Task:
The client has been actively using
targeted advertising in the media mix for
a long time with an emphasis on dynamic
retargeting. Campaigns are evaluated
using the last-click model and CPO.
As a test in preparation for the
promotional period, it was decided to
evaluate the additional impact of
Facebook advertising on sales using the
conversion-lift tool.
Done:
Results:
Connecting conversion-lift to current advertising
campaigns on Facebook
+$100k
Joint launch of dynamic remarketing, dynamic
advertising for a new audience and separate
promotional advertising campaigns;
Increase in sales for the test group
Segmentation of the client's CRM audience;
+1478
Separate communication for each audience segment
Transactions incremental growth
16

17.

KNYAZ
EV
Let’s do it more effective
17

English Русский Rules