Hediyesepeti.com is Turkey's most significant gift and souvenir company. The brand showed up in the ECHO Awards Gift category "Brands that Deliver the Best E-Commerce Experience to its Customers" in 2019.
Special Days Overview:
There are two crucial elements during the campaign periods on special days. The first is to reach too many relevant people, and the second is to return them to sale. For this purpose, it is vital to contact the relevant audience from all four corners instead of communicating on a single channel to remind ourselves. Valentine's Day is one of the most critical periods when users search a lot on gifting. Being more visible on search and Google shopping means attracting people to buy. At the same time, the fact that the relevant audience frequently sees the brand on social media before the purchase will increase its interaction with the website during the purchase period. In this case study, we focused on improving last year's performance metrics more than %50 for Hediyesepeti. We started campaigns before the aggressive period to catch valuable potential.
The right targeting in e-commerce brings sales. Regardless of which channel we get the best deals, giving more budget and effort to best campaigns is the most critical factor in increasing sales. We took insights from last year's metrics for social media. What we learned from data is, we should use age groups and create separate communication on men and women gender groups. We should focus on product-oriented campaigns (such as carousels, dynamic). Accordingly, we opened 30+ campaigns and optimized them.
Another challenge is the budget allocation, we can lose a lot if we do not hold the end of the rope tightly because of the incredible competition, and search volume increased instantly near February 14. Campaign budgets were remarkably enough since February 10, but after that, relevant search volumes started to grow incredibly, and we need to reallocate. It was necessary to keep control by controlling the budget and aggressiveness a few times a day, especially in the last days.
Campaigns that we prioritized in this period were "brand search" and "smart shopping" campaigns. In social media, we kept current dynamic and carousel campaigns in a transformational way. We focused on bestsellers instead of advertising on all products and determined top keywords instead of aggressively on all keywords. We made a campaign targeting right to prevents unnecessary costs. We knew that the performance between 25-35 years is excellent on Valentine's Day, it would be pointless for us to show the advertisement between 55-65 years old, so we didn't spend money on this age range.
Valentine's Day period has ended by increasing the hediyesepeti.com's revenue by 52% compared to last year. Considering our contribution to all channels - although there is a decline in Organic and direct channels for reasons that we do not have - we have finished our seasonal campaigns with an excellent income compared to last year.