At the beginning of 2020, “Ukrposhta” forecasted the volume of workload for the year. We expected growth of B2B and B2C shipments, planned advertising campaigns, and tender procedures.
And marketers were monitoring the situation with COVID. They knew what service to offer if there was a lockdown. In March 2020, transport services terminated in the country. Residents of 29,000 villages (about 19 million people) were unable to purchase medication. It was then that “Ukrposhta” entered into a partnership with pharmacies for the delivery of meds.
The only thing that was left to do was to tell about the innovation — the company engaged our agency to do the job. Let us share how the meds delivery service was advertised, and what came of it.
Advertising Campaign Goals
“Ukrposhta” planned to attract new customers, and increase the frequency and number of shipments. It was necessary to increase the profit of the company and expand its geography. These were the business goals of the campaign.
Among the marketing goals, the following were planned: to master a new category of shipments, to increase market share, and to position the social responsibility of the company. And using the ad campaign, we tried to build an effective reach among a wide audience and generate targeted traffic.
What communication channels have we opted for?
We settled on Paid Media and Owned Media. Paid Media was used to increase reach and conversions.
Accordingly, for reach, we used:
- Banner Advertising;
- Display & Video 360;
- MixDigital TradeDesk;
- Facebook Promo Post;
- YouTube Bumper Ads;
- MixDigital Branding;
- placement of teasers.
For conversions:
- Google Search Advertising;
- Google Display Network banner ads;
- Facebook and Instagram carousel ads;
- Email and Viber newsletters.
In Owned Media, a banner was placed on the package tracking page and on the main website page, on personal accounts, and in social networks for reach. Viber bulk and chatbot were used for conversions.
Number of users of owned media
- 1.2 million — the number of downloads of the Ukrposhta mobile application at the start of the campaign;
- 1 million — website users;
- 500 thousand — chatbot;
- 300,000 — personal accounts;
- 100,000 — joined the Viber community;
- 70 thousand — followed the Facebook page;
- 12 thousand — Instagram followers.
Our advertising tactic
Our objective was to tell users about the new service, medicine delivery. To do this, we had to build reach among the target audience. 60% of the budget was used for this purpose. Given the CPM limit, 80% of the budget was used for DV360 and MixDigital TradeDesk banners.
The second objective was the generation of targeted traffic. Users had to go to pharmacy websites. We spent 40% of the budget on this. At this stage, they had a limited CPC. And the highest quality traffic was received on GSP.
What tools were used
At the stage of building awareness, we used:
- YouTube Bumper — to effectively build awareness at a specific frequency.
- MixDigital TradeDesk branding — helped build awareness on the TOP sites on the Ukrainian Internet. Thanks to it, we received high-quality traffic from the most famous websites.
- SMM — promotional posts on Facebook helped set up communication with users. This tool additionally supported the previous ones.
We use:
- YouTube — 6sec in-stream video, unskippable, with sound for additional reach and frequency
- Branding — Branding of TOP site of UA internet
- SMM — Support of SMM activities — promotion of FB posts
DV360 and Admixer DSP became the main tools for achieving reach. They allowed us to control the cost of the targeted reach within the planned CPMs and the frequency of interaction with the target audience.
- Display & Video 360:
Google Programmatic platform for purchasing ad inventory at more than 50 Exchanges
- Admixer.DSP:
Programmatic Platform for purchasing of high-quality inventory and implementing of effective ad campaigns for relevant user segments
We used the following tools to generate traffic:
- Google Display Network — Banner ads on Google network with purchasing by CPC and optimization for targeted actions on the website.
- Ads in Gmail — interactive posts, which appear in “Promotions” and “Social” sections in Gmail.
- Traffic generation in Facebook Ads — Posts on Facebook and Instagram with optimization for views of the targeted page.
Google Search Ads became the main tool for generating targeted traffic. We divided search campaigns into:
- Brand campaigns — to tell about the new service to the most interested users.
- Branded pharmacy queries — advertising was not subject to Google and Facebook restrictions.
- Category campaigns — to get traffic from users looking for online pharmacies, and medication delivery.
How we worked with audiences
- Advertising campaigns were divided into 2 segments: cities with a population of more than 50,000 people, and those with a smaller population.
- We tested different audience segments based on interests, behavior, intentions, audience of interested users, Look-a-Like audience.
- Worked with retargeting lists for additional communication with audiences that were reached with the help of a media campaign.
- Depending on how different audience segments proved themselves, campaigns were optimized to achieve KPIs.
Advertising campaign media results
- 12 million — target audience reach;
- 400 thousand — targeted page views;
- 25,000 — targeted actions on the site (redirecting to partner pharmacies).
As a result, 22% more packages with medicines were delivered in a month
“Usually, systems make it difficult to advertise anything related to pharmacies. This time, we at MixDigital, together with Ukrposhta, saw an opportunity to help people during the difficult period of the lockdown. In this advertising campaign, we found an opportunity to take care of people’s health using digital advertising,” comments Yaroslav Galstyan, PPC & Programmatic Manager MixDigital, on the cooperation.
Andriy Skotsyk, marketing director of Ukrposhta, says that the company chose online channels in accordance with the medicine delivery service. “With a number of partners, we agreed on the delivery of medicines for clients free of charge,” explains Andriy. This simplifies the decision-making process, especially when you consider that buying online is usually cheaper than buying at offline pharmacies. If we add geography and the fact that we deliver 60% of medicines to villages, the benefit for the user is obvious. Saving money and time on the way to the city adds to all the advantages. We planned to get an increase in the average monthly number of meds deliveries by 20%. At this time, the actual indicators meet our plans. But that was the first step. We tested ways and channels of communication. Our plans for this segment are much larger. Now Ukrainians are getting used to the new service. Considering the size of the offline market, the accelerated growth of the e-commerce market, as well as the low current base, we predict rapid growth of the online segment over the next 2-3 years.”
