Electronics is one of the fastest growing segments. People are increasingly purchasing devices for work, home, and entertainment. It is important for brands to build effective communication with the audience.: strengthen loyalty, increase awareness, and remind yourself on time.

Mobile advertising solves these problems through precise targeting, high coverage, and organic integration into users' digital scenarios.

Using the example of a campaign for Mechta.kz — the leading chain of electronics and home appliance stores in Kazakhstan — we show how in-app advertising helps to effectively promote a brand in the electronics category.

Tasks:

• informing customers about the draw;

• stimulating the target audience to purchase equipment;

• attracting targeted traffic to the website;

• Increase brand awareness.

Tools:

• video format;

• targeting by socio-demographic characteristics;

• targeting by relevant interests.

Geo: Kazakhstan (places where there are "Dream" shops)

To reach the right audience, the campaign used combined targeting based on socio—demographic characteristics and interests.

The target audience of the campaign is men and women between the ages of 18 and 45. This is the most active segment of users in the digital environment, which demonstrates a high level of online shopping engagement and willingness to make purchases.

This coverage allows you to engage both spontaneous buyers and those who are consciously planning to buy electronics or household appliances.

As an advertising format, we chose a video clip telling about the raffle from Mechta.kz . This format works great in an in-app environment: it captures attention, conveys a key message, and motivates action.

The optimization of the advertising campaign was carried out based on the statistics of the BYYD platform.

Daily manual work with the data allowed us to exceed the media plan for impressions by 5% and reach a CTR of 1.82%, which is an excellent indicator for the electronics segment.

During the entire campaign period, 211,963 unique users were reached.

These results confirm that mobile advertising is an effective tool for attracting attention to brand promotions and offerings. The campaign not only provided coverage, but also engaged the audience, increasing interest in promotional activities. Mechta.kz .

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