Objective
Increase brand awareness of “Kuvalda.ru” in Moscow
Tools used:
- Banner on Yandex Home page
Period: 2009 — cont.
From brick and mortar to online stores
In 2005, the “Enthusiast” chain of hardware stores opened its doors in the Volga Federal District.
In 2009, the company entered the Moscow market, opening the “Kuvalda.ru” online store with its own warehouse.
The company began promoting its brand online at this time as well.
* “Kuvalda” is Russian for “sledgehammer.”
Step 1. Come up with memorable slogan
Step 2. Serve banner on Yandex Home page (Moscow and Moscow Region)
Over the course of a week, a banner was served on the Yandex Home page, with geotargeting set for Moscow and Moscow Region (a package of 10 million impressions).
The banner led to the main page of the Kuvalda.ru site.
Results
Clicks by gender and age
The best reaction to the banner came from men over 25 years of age.
After the placement, the number of Yandex search queries for the “Kuvalda.ru” store sharply increased.
Geotargeting for Home page banners
From 2010-2012, Kuvalda.ru served banners on the Yandex Home page with geotargeting set for Moscow and Moscow region, and separately for the Volga Federal District*.
The banners led to the main page of Kuvalda.ru.
* As part of the “Regions. 4 million impressions,” it’s possible to set targeting for four regions over the course of a week, or up to four weeks with targeting set for one region, excluding Moscow and Moscow region and Saint-Petersburg and Leningrad Region.
Growth popularity leads to rebranding
The success of the display banners lead to brand awareness with Kuvalda.ru, but customers did not connect it with the “Enthusiast” brick and mortar stores.
As result, the company decided to rebrand the entire retail chain under one name: Kuvalda.ru.
