Часть

How online advertising ledto offline rebranding

Kuvalda.ru

products40 000

company founded1996

Dmitry Nikonov

online store manager

Chain of hardware stores

Based in Samara

Period:

Tools used:

2009 — cont.

Increase brand awareness of “Kuvalda.ru” in Moscow

› Banner on Yandex Home page

Objective

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 storewith its own warehouse.

The company began promoting its brand online at this time as well.

*“Kuvalda” is Russian for “sledgehammer.”

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Solution

Step 1 Step 2

Serve banner on Yandex Home page (Moscow and Moscow Region)

Come up with memorable slogan

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Step 1

Come up with memorable slogan

The chain’s original slogan “Men’s Shopping Area,”used from the very beginning of the company’s history, had proven itself effective and easy to remember.

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Step 2

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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.

yandex.ru

Serve banner on Yandex Home page

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.

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По данным Яндекса, среди пользователей, характеристики которых были точно определены.

Click distribution by gender and age

М 0–18 18—24 25—34F 35—44 45+

Tracking interest in the brand

Having assessed the banner’s coverage and influence on our direct branded traffic, we included it in our mediaplan. On top of placements for Moscow, we planned regional packages for special projects in strategically important regions.

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Dmitry Nikonovonline store manager

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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.

yandex.ru

Geotargeting for Home page banners

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.

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Now our display ads work not just for our online store, but for the chain as a whole.

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Dmitry Nikonovonline store manager