Furniture advertising requires a careful approach, as buying such products is often a deliberate process. Brenformance advertising, combining the creation of a brand image with the achievement of specific metrics, is most effective here.

Goodwell from Denmark, a company known for importing European quality home appliances, used mobile advertising on the BYYD platform to promote furniture. The goal of the campaign was to inform users about the sale, attract them to the site and stimulate purchases.

Details and results of the campaign - in our case study.

Objectives:

- Increasing brand awareness

- Informing the advertiser about the sale

- Stimulating sales

- Attract traffic to the website

Tools:

- Rich Media 1, Rich Media 2, Rich Media 3, Rich Media 4,

- Customize relevant interests and application categories

- Optimization: SSP, Categories, Apps

- Optimization with Google Analytics

Geo: Uzbekistan

To reach the target audience in Uzbekistan, a comprehensive targeting approach based on socio-demographic parameters was utilized, encompassing men and women aged 25-50.

Relevant interests were selected within the theme of renovation and included:

• Household appliances
• Construction
• Interior finishing work (decorating)
• Exterior finishing
• Real estate
• Repairs
• Business

Rich Media creative format was chosen. The Production department of the platform developed two interactive banners in Russian and Uzbek languages. In each banner, users were invited to participate in a mini-game where they had to drag and drop the product icon into the corresponding area. This gamification approach not only attracted attention but also natively introduced users to the brand and the terms of the promotion.

The optimization of the advertising campaign was carried out based on data from the BYYD platform and Google Analytics. Applications were selected for their effectiveness in generating optimal post-click metrics, such as a low bounce rate, long time on site, high engagement, and achievement of goals. To achieve the planned click-through rate, manual optimization was performed daily. 

As a result of the advertising campaign, we attracted 276,603 unique users, exceeding the target metrics for clicks and impressions, and achieved a click-through rate (CTR) of 0.62%.

In addition, excellent post-click metrics were obtained, providing a complete picture of the target audience's behavior. In this case, 3,991 sessions were recorded.

The average time on site was 58 seconds, significantly higher than the average mobile channel benchmark of 30 seconds. This confirms that the choice of mobile promotion was justified, and the use of programmatic advertising effectively supports brands in achieving their goals.