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How we helped "DaVICI" to conquer German market

Fully launched the product into the German market and made the brand recognizable among the target audience. We brought in the first leads and ensured a full-fledged start of sales.

Set foot on the international arena

DaVICI - the world's first brand of wooden jigsaw puzzles comparable to real art. You assemble a real piece of art by a famous artist from individual pieces, being the characters of this painting and the era. By turning over the assembled picture, you will see a full-fledged plot.

• Accompany the company's scaling to the German market. Build brand awareness among the target audience

Goals set by the client:

• Secure the first sales through targeted advertisement on Facebook

Project preparation

We did not anticipate any issues with setting up the ads, but small misunderstandings could nevertheless occur. The client and I saw the content plan of the project a little differently. The client wanted to concentrate on the puzzle assembly process, while we focused on charm, emotion, packaging aesthetics and product style. As a result, we reached a middle ground.

We created a mind map of audience segments for targeting:

And the content plan for the first month:

Content

We drew up a content plan, shot a bunch of video and photo content, wrote a huge amount of texts and combined it with animation. Every detail of the content plan was put together like a puzzle and carried meaning. We did themed posts for National Children's Day, Father's Day, Michael Jackson Memorial Day, and even the day "Toy Story 4" premiered!

Видео о наборе «Красная криветка»

Умиротворенность и медитация на закате у морского побережья

Видео о наборе «Сказки Пушкина»

Летний вечер в компании любимых людей

Photos

Each photo has a story. Sometimes we spent 6 hours generating an idea, driving to the site, preparing just to get that one shot.

This is the first shot we did for "DaVICI". There is a story behind it too. Having chosen a location for shooting, we went there and began to study the product. Only 2.5 hours later, we realized that all this time we were assembling the puzzle while sitting on a wet pontoon in Sochi among a bunch of people. By that time, the sun had just gone down, and we released the camera shutter.

Behind this easy and happy shot is a 7-hour trip full of splashes, diving and childish happiness.

Copywriting

Great importance and a lot of time was given to texts and copywriting. The posts revealed philosophical and psychological topics that encourage the reader to reflect and focus on self-improvement.

The texts were written in English and German. The copywriters loved the topics and wrote to the chat every day for 5 times, that as soon as they started writing texts for such an interesting product, they entered a state of copywriting ecstasy. Whatever it means ...

«— На небе только и разговоров, что о море и о закате. Там говорят о том, как чертовски здорово наблюдать за огромным огненным шаром, как он тает в волнах. И еле видимый свет, словно от свечи, горит где-то в глубине…» (Достучаться до небес 1997) Цените каждый момент этой жизни. Даже если кажется, что все под откос. Тяжело. Плохо. Помните, что где-то там, далеко все-таки есть море, солнце, любимые люди и счастье. Любите жизнь не смотря ни на что.

В каждом наборе давичи мы напоминаем вам о том, как важно заботиться о планете, на которой мы живем. Следующий, раз когда будите собирать наш пазл посмотрите на все фигурки животных и напомните себе, что на самом деле это мы, кто действительно в ответе за них.

Всё прекрасное состоит из мелочей. Машина из миллиона шестерёнок, стихи из слов, модный образ из аксессуаров, музыка из нот, а картина из деталей. Мы разбили картины на пазлы, чтобы вы обратили внимание на все детали и нюансы. Развивайте свой индуктивный способ мышления, и станьте героем романа о Шерлоке Холмсе. Но сначала начните с пазла!

Animations

Announcements of all promotions, interesting facts and information posts were made in the style of 2D animation. A couple of examples:

Плоские видео для вашего бизнеса от Marketinc

More information on our projects with 2D animation can be found on the website of our subsidiary - Marketinc Animated

Paid traffic. Advertising

Targeted ads on Facebook and Instagram were chosen as the primary advertising tool. We've tested lots of different options for audience and ad creatives combinations.

Fans of board games and puzzles who have purchased online at least once in the last 30 days

Age 18 - 42

Girls who are lovers of art and visits to museums and galleries, who have made purchases online at least once in the last 30 days

Age 20-36

Lovers of wooden jigsaw puzzles who have have purchased online at least once in the last 30 days

Age 20-36

Ad creatives

Before starting work, we designed dozens of creatives in different formats:

Ad creatives for Instagram stories

Square ad creatives for Instagram feed

Прямоугольные креативы для ленты Facebook

Rectangular ad creatives for Facebook feed

Short 15-second videos also gave low cost-per-click (CPC) rates.

We know that by changing just one detail in your ad, you can achieve tremendous results. And that's what happened: by changing 1 word in the ad, we got a conversion rate 7% higher than the usual. To achieve these results, we actively use split tests.