ABCtonery.sk is an online retailer specializing in the sale of printer toners, ink cartridges, and other office and hygiene supplies with a market presence in Slovakia, Czechia, Hungary, and Romania. Before starting this collaboration, we conducted a thorough analysis of their current brand awareness, surveyed their marketing channels, and analyzed their competitors. Our findings revealed gaps in their communication and a need to focus on building and strengthening brand awareness, which has been steadily declining over the long term.

Thanks to this strategy, we almost immediately observed an increase in website traffic, with user growth exceeding 130% in the first quarter.

Given that clients often face similar situations, we have developed our own know-how strategy that enables us to guarantee an increase in the share of impressions for brand keywords over time, even in the face of aggressive bidding by competitors. At the same time, we can reduce the share of impressions for competitive ads on the client's brand keywords to below 10%.

Based on the results of the initial phase of our collaboration, we first focused on strengthening brand awareness, increasing reach, and boosting website traffic. This decision was also supported by the fact that competitors were bidding heavily on the client's brand keywords, and Google showed their advertising in nearly 56% of cases.

The client needed help with incorporating a pop-up window to collect contacts for the newsletter database and with setting up advanced automations in Mailchimp for the Slovak, Hungarian, and Romanian markets. ABCtonery also had older customer contact databases that we identified as having potential for targeting repeat purchases.

As a certified Mailchimp partner, we provided the client with professional advice and proposed the implementation of a pop-up window with an automated sequence of steps, allowing new visitors to sign up for the newsletter while encouraging them to make their first purchases. Although the campaign was primarily focused on building the contact database, it began generating initial orders immediately after launch.

In the second month after its launch, the initial automation achieved an average open rate of 41% across all steps and a 167% month-on-month increase in orders.

After two years of collaboration, we managed databases of several hundred thousand contacts and implemented eight automations across the Slovak, Hungarian, and Romanian markets, all thanks to this effective contact collection setup. Additionally, we were able to maintain an average open rate of 22%.

The success of the launched automation highlighted the enormous untapped potential hidden in email marketing. As a result, we prepared a proposal for automations aimed at cross-selling, up-selling, and reminder campaigns. The goal was to offer customers a similar or more expensive product after making a purchase, to stay on their radar even after a long time has passed since their last order, and to encourage them to make another purchase.

After a thorough assessment of the current state of their social media profiles and an analysis of their main competitors, we concluded that the profiles urgently needed a more modern redesign and clearer communication to capture users' attention at first glance and encourage them to explore their offerings.

Thanks to our years of experience in managing social media and the meticulous attention we provided throughout our collaboration, we achieved truly impressive results:

In the first phase, we cleverly leveraged interactions from Brand Lift campaigns and user interest to directly acquire new clients through catalogue ads. In the second phase, we implemented retargeting campaigns focused on users who visited the ABCtonery.sk website but did not make any purchases.

Our campaigns employed advanced audiences created based on interests and user behaviours on Facebook (targeting users by printer brand, job focus, etc.), as well as user behaviours on the client's website (such as product page visits, abandoned carts, etc.), client databases, and lookalike audiences. We consistently tested multiple creatives designed in alignment with the social media communication strategy. We enhanced the catalogue ads with various creative elements and frames. The aim of all this was to increase the number of orders and maximize the return on investment in advertising.