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Interior design | Targeted Advertising Setup & Management / UK

The client, Budduy, operates in the residential and commercial interior design and construction sector. The services offered include comprehensive design projects, their technical implementation, and construction process management. The company highlights its extensive experience, detailed technical plans, use of wear-resistant materials, and a commitment to creating timeless, functional spaces.
The campaign targeted two distinct geographical markets:

  • United Kingdom: Specifically, Wales, with a focus on Swansea and Cardiff, extending to western, southwestern, and southern Wales.

The Target Audience comprises individuals aged 30 years and older. These individuals are characterized by an interest in design, active use of platforms like Pinterest, and potential engagement in real estate investment (for resale or rental purposes). They are typically professionals in the intellectual sector, such as IT, finance, medicine, law, or blogging, who value their time and prioritize quality and professional expertise. They are active social media users, posting their lives and interests.

Solution

The campaign employed a segmented approach to audience targeting, adapting strategies for the UK and Ukrainian markets, as well as for different service offerings.

Audience Segmentation Logic and Targeting Principles:

  1. United Kingdom (via www.buduy.co.uk) — Facebook Targeting
    1. Demographics: Individuals aged 30-65+ years old.
    2. Geotargeting: Swansea and Cardiff, Wales.
    3. Segments:
      1. Investors:
        • Interests: Passive income, Investment strategy, Investment, Real estate investing, Real estate, Investor, Income, or Return on investment.
        • Must also match Interests: Business.
        • Employers/Job Titles: Business Owner, my own company, Own Business, Director, CEO, Founder, Owner/Managing Director, Co-Founder and COO, Executive Director.

         

      2. Interior Design Enthusiasts:
        • Interests: Houzz, Interior design, or Pinterest.
        • Must also match Interests: Interior design, Building material, Renovation, Furniture, Bedroom furniture, Home repair, Home improvement, Modern furniture, Living room, Home Improvement (TV series), Bed, Troy Adams, or Maintenance, repair, and operations.
        • Further match Interests: House, Apartment, First-time buyer, The Apartment, New House, Ideal Home, Residential area, House Beautiful, Real estate, Housing estate, or Starter home.

         

      3. Intellectual Sector Professionals / Business Owners:
        • Interests: Interior design, Furniture, Modern furniture, New House, Ideal Home, or Maintenance, repair, and operations.
        • Must also match Job Titles: Systems Architect, Doctor, Dentist, Video game programmer, Motion Graphic Designer, Medical Doctor, Head of IT Department, Information Technology Director/Manager, Chief Information Officer, Game Developer, Director of Technology, or Plastic Surgeon.
        • Must also match Industry: IT and Technical Services, Legal Services, or Healthcare and Medical Services.
      4. Landlords: (A proposed segment for those buying properties for short-term or long-term rental, often with specific licensing and responsibilities in the UK market).

Multi-stage Funnel / Segmented Approach: The campaign utilized a segmented approach with distinct ad creatives and objectives tailored for each audience segment. For the Ukraine market, the primary objective was lead generation using lead forms. For the UK market, the goal was traffic to the website. Lookalike audiences (LAL) based on user interaction and existing leads were also tested as part of the optimization process. Initial audience settings were adjusted on August 27, 2022, modified again on September 2, 2022, and subsequently reverted to the primary settings on September 9, 2022, indicating an iterative testing approach.

Workflow

The campaign involved continuous optimization and testing, including changes to audience targeting, creatives, and budget allocation.

Formats Utilized:

  1. Lead Forms: Predominantly for Instagram campaigns targeting the Ukrainian market, aiming to collect user information directly within the platform. Questions in the lead forms were tailored to the specific service (Design, Renovation, Construction) and included fields for Name, Phone, Project Type/Area, and City.
  2. Website Traffic: Used for Facebook campaigns targeting the UK market, directing users to the client’s website (www.buduy.co.uk) for more information and consultation.

Examples of Banner Content (English versions):

  1. «We create interiors with wear-resistant and easily replaceable materials«.
  2. «Detailed technical drawings, Easy to implement, Excellent quality at a lower price».
  3. «Individual interior design that will add comfort to your home«.
  4. «As in Pinterest but better».
  5. «Creating a stylish design and ergonomic 3D visualization of your future home«.
  6. «The perfect interior design you want to return to».
  7. «Pinterest-like interior you want to live in«.
  8. «3D rendering, Space planning, Detailed technical drawings».
  9. «Creating elegant and inspiring designs for homes».
  10. «UKRAINE FOR UK» was added to some slides/banners.

Ad Copy Examples (Headlines and Descriptions):

  1. For Investors (UK, Traffic to website):
  2. Headline/Description: «Are you planning a renovation? We will help you to create your perfect interior quickly and efficiently. We are Kateryna and Oleksandr from Ukraine. 8 years ago our house became our first project. Since then, this work has inspired us to create the same cozy and comfortable housing for others as for ourselves.».
  3. Key Benefits: Up-to-date designs, technically competent projects, 3 options for space planning, expertise in utilities (electricity, smart home, heating, AC, ventilation), guaranteed deadlines, formal agreement, free consultations for builders, price 10% below market, 24/7 online connection, English/Ukrainian/Russian speaking. Mentions «7 successful projects for 2021 in short and long term rentals».
  4. Call to Action (CTA): «Go to our website to learn more about us and get advice. To order Interior Design (Learn more)».

  • For Interior Design Enthusiasts (UK, Traffic to website):
  • Headline/Description: «Dreaming of a designer renovation, as on the pictures from Pinterest? Not a problem. We will be happy to create it for you. Taking into account all your wishes and our many years of experience, we will prepare a unique interior design project that will fully suit your taste, lifestyle and make your stay in the house as comfortable as possible.».
  • Key Benefits: 8 years of experience, 16 satisfied clients, $500,000 in total realized projects, up-to-date designs, technically competent projects, 3 options for planning, compliance with deadlines, formal agreement, free consultations for builders, price 10% below market, 24/7 online connection, English/Ukrainian/Russian speaking. The copy emphasizes a client-centric approach: «We sure that the most important are people and their comfortable life. That is why we invest all our energy and love in each project.».
  • CTA: «Go to our website to learn more about us and get advice. To order Interior Design (Learn more)».

  • For Business Owners (UK, Traffic to website):
  • Headline/Description: «Want to add comfort to your home? We will develop 3 options of individual space planning then provide detailed technical drawings and photorealistic 3D visualizations for the option you choose».
  • Key Benefits: 16 satisfied clients, $500,000 in total realized projects, relevant designs, technically competent projects, experience in construction, knowledge in utilities, price 10% below market, 24/7 online connection. «We are convinced that the most important in life are people and their comfortable life. That is why all our interiors are deeply integrated into the life of a family or an individual.».
  • CTA: «Go to our website to learn more about us and get advice. To order Interior Design (Learn more)».

Hypothesis Testing and Campaign Adjustments:

  1. Audience Adjustments: Initial audience settings for intellectual sector professions were modified on August 27, 2022, then further changed on September 2, 2022, and ultimately reverted to the original settings on September 9, 2022. New Lookalike audiences (LAL) based on user interaction and leads were introduced and tested from September 6, 2022.
  2. Budget Changes: Ad group budgets were dynamically adjusted, increasing from $1.5 to $2.5 on August 29, 2022, then decreasing to $1.5 on August 31, 2022. For new ad groups, the budget was increased to $3 on September 6, 2022.
  3. Creative Updates: Banners were updated on August 31, 2022.
  4. Placement Optimization: Campaigns displaying in Instagram Stories were disabled on September 6, 2022.
  5. Future Testing: Plans included returning to initial audience settings and testing the «Traffic» objective to the website with updated banners for lead generation.

 

Results

The available reports cover two distinct periods for Instagram campaigns: August 25 — September 8, 2022, and an extended period from August 25 — September 23, 2022.

  1. Actual Instagram Campaign Performance (August 25 — September 8, 2022) This period primarily focused on lead generation on Instagram.
  2. Total Reach: 12,628 (Sum of individual campaign reaches: 5,990 for «WWA — IG — Lead» + 6,638 for «WWA — St — Lead»)
  3. Total Impressions: 15,726
  4. Total Spend: $117.98
  5. Total Clicks: 114
  6. Average CPC: $1.03
    • WWA — IG — Lead: Reach 5,990, Impressions 7,550, Spend $64.22, Clicks 63, CPC $1.01.
    • WWA — St — Lead: Reach 6,638, Impressions 8,176, Spend $53.76, Clicks 51, CPC $1.05.
  7. Actual Instagram Campaign Performance (August 25 — September 23, 2022) This extended period includes both lead generation and traffic campaigns.
  8. Total Overall Reach: 44,872
  9. Total Overall Impressions: 115,760
  10. Total Overall Spend: $252.54
  11. Total Overall Clicks: 696
  12. Average Overall CPC: $0.36

 

Detailed Campaign Breakdown for August 25 — September 23, 2022:

Campaign Name Reach Impressions Spend (USD) Clicks CPC (USD)
WWA — IG — Lead 6,529 8,339 $72.33 68 $1.06
WWA — St — Traffic 20,878 48,916 $63.23 287 $0.22
WWA — IG — Traffic 21,816 50,329 $63.22 290 $0.22
WWA — St — Lead 6,638 8,176 $53.76 51 $1.05
Total 44,872 115,760 $252.54 696 $0.36

 

Conclusion on Efficiency: The campaign successfully generated a significant number of clicks and reached a broad audience, particularly when optimizing for traffic, achieving an average CPC of $0.36 over the longer period.

 

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