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through precise targeting of an affluent audience
villeroy-boch.ua is the online store of premium Villeroy & Boch tableware and products in Ukraine.
What makes the project special is a relatively narrow audience and a high average order value. That is why the standard approach of maximizing reach or growing the number of social media followers was of no interest to us.
The main objective was to attract precisely the audience that is potentially ready to buy premium products.
The focus was not on a single advertising channel, but on combining Google Ads, Instagram advertising, remarketing and highly precise targeting of affluent audience segments.
A significant part of the work was devoted to Instagram advertising.
At the same time, follower count was not a target KPI for us. The goal was not to grow the page's audience as much as possible, but to make sure the ads were seen by people whose characteristics most closely match real Villeroy & Boch buyers.
We constantly tested different audiences, ad messages and segmentation principles, gradually filtering out overly broad targeting and concentrating the budget on the most effective segments.
For a premium product, socio-demographic targeting is often not enough. That is why one line of work was searching for additional indirect signals that can characterize a potential buyer.
One such hypothesis came up after talking to the store managers: 90% of customers used current iPhone models.
So in some ad campaigns we tested targeting owners of the latest iPhone models as one way to further narrow the audience and increase the share of potentially affluent users.
Another line of work was highly precise geographic targeting.
We ran ad campaigns targeting users located near Villeroy & Boch's physical stores. This made it possible to support both online sales and offline locations at the same time.
We also separately tested ads for residents of areas with a high concentration of the target audience — premium residential complexes and cottage communities.
In parallel, we developed advertising campaigns in Google.
We used two main formats:
Ad campaigns were regularly analyzed based on actual sales, and the budget was reallocated to the categories and products that showed better efficiency.
Seasonality plays an important role for tableware and decor.
New Year, holiday and other seasonal collections have a limited period of peak demand. That is why remarketing was used especially actively for such products.
This made it possible to bring potential buyers back exactly when a seasonal collection was most relevant.
The main feature of Villeroy & Boch's marketing strategy was refusing to chase big numbers in reach, clicks or followers.
For a premium store, it was more important to show ads to fewer people, but to reach the audience that can actually become buyers more precisely.
The combination of Google Ads, Instagram advertising, product campaigns, remarketing and precise targeting of an affluent audience made it possible to increase villeroy-boch.ua sales by 40% in a year.
Briefly tell us about your business, current situation, or task — we'll get back to you with a proposal, without unnecessary calls or formal presentations.
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