We share the Nutrilak case and reveal how mobile advertising can effectively promote baby food products.

Tasks:

• Increasing brand awareness and recognition
• Attracting users to the landing page

Tools:

• Rich Media
• Fullscreen
• Video Retargeting
• Brand Lift
• Targeting by socio-demographic characteristics
• Relevant interests and application categories

Geo: Uzbekistan

The advertising campaign lasted from March 1 to October 31, 2024. The platform's team has set up precise targeting based on interests and socio-demographic characteristics to ensure the most accurate coverage of the target audience.

Since the product being promoted is baby food, the interests related to caring for children, their health and nutrition have become key.

The list of relevant topics includes:

• Children
• Children's books
• Children's products
• Toddlers and babies
• Babysitters
• Family and parents
• Parents of preschoolers
• Parents of teenagers
• Family holidays
• Health
• Healthy food / natural products
• Life insurance
• Medicine, health
• Medical insurance
• Health (folk remedies)
• Vitamin supplements

The choice of categories was based on the specifics of the product in order to reach the most interested audience — parents.

Accurate targeting made it possible to identify user segments with high engagement in the brand's offering and provide the campaign with the most relevant impressions.

During the campaign, various types of creatives were shown to this audience – Rich Media, Fullscreen, Video.

The advertising campaign consisted of six flights, in each of which the targets were successfully exceeded.

Optimization was carried out based on BYYD platform statistics: sites with low CTR were Blacklisted, and daily manual adjustments allowed exceeding the planned metrics.

The placement was carried out in applications with different themes — women's trackers, fitness applications, children's games, gliders and other platforms with a potential target audience.

As a result, the average CTR for all flights was 1.2%, which is an excellent indicator for the market.

Brand Lift research has confirmed the growing awareness of the Nutrilak brand.

Read more on the website.