Lamoda

Client

Lamoda is a leading online retailer in fashion and lifestyle, offering a wide range of clothing, footwear, accessories, and home goods. The platform provides users with online shopping and delivery services across Russia and the CIS.

Tasks

• Attract new users to the platform by promoting the mobile app

• Optimize marketing costs to achieve a Cost-to-Income Ratio (CIR) of 110% within the first seven days

Implementation

A key performance indicator for the advertising campaign was the CIR on the seventh day. This metric reflects the ratio of marketing acquisition costs to the revenue generated from these users during their first week. For Lamoda, maintaining a CIR of 110% or less was crucial to ensure timely traffic profitability.

The CIR on the seventh day served as a key indicator of traffic quality. A CIR of 110% or lower indicated that the users acquired were genuine and genuinely interested in Lamoda's products, rather than fraudulent traffic. This gave us confidence that our efforts were yielding long-term results and effectively achieving the set goals.

We tested over 40 different advertising networks to identify those most relevant for Lamoda. Based on these tests, we selected networks that delivered the highest quality installs.

During the campaign, we continuously updated our lists of blocked sites or sources (known as "blacklists") within the advertising networks. By monitoring the performance of various networks, we excluded any sources that attracted low-quality traffic. This strategy allowed us to allocate the budget to the most effective channels, maximizing the influx of quality users and reaching the target number of installs.

Result

• Over 2 million new installs of the mobile app

• Successfully maintained the CIR at 110% within the first seven days, showcasing the effectiveness of our strategies and the potential for traffic profitability 

The advertising campaign for Lamoda demonstrated how a combination of meticulous monitoring, flexible optimization, and strategic selection of advertising networks can yield impressive results. Thanks to our comprehensive approach, the client achieved their goals for reach, installs, and marketing cost optimization.