IWEM portfolio

We value our clients as partners and grow along their side.

Here are a few stories about how we helped our client partners achieve their growth goals.

Contact us today to learn more about how we can help you!

SaaS

Scaling of the SaaS product in the Latin American market

SaaS service with the ability to provide access to solutions for end-to-end surveillance of the technology stack, with a guarantee of security, scalability and compliance with local storage requirements after the opening of offices in São Paulo,which needed to be promoted to LatAm. We worked extensively on the local SEO and content marketing. On the main site, we also implemented a full-screen pop-up window that informs potential customers about the latest updates. Different contents were also reflected on social networks as we used Twitter, Linkedin, Facebook and video promotion on YouTube.

Results: the number of subscribers and registered users on the platform increased by 3.4 times when compared to the same opening of an office in Asia. The overall user engagement rate increased from 3.1% to 7.02% in total across all social networks

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ER (%)
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Subscribers (%)

FinTech

Attracting a new segment of a young audience for the National Payment Card System

The main task of the national payment system in the TOP 5 was to attract a young audience from 20 to 27 years old for the registration and subsequent regular use of the card. The current target segment were users aged 50 and over. The tools were social networks and a character who, on behalf of the company, spoke about the advantages and features of the card.The key content strategy heading included collaborating with the figure skating federation, which statistically actively attracted a young audience.

Results of 7 months: the number of cardholders between the ages of 20 and 27 increased from 63,000 to 543,208. The main focus of the promotion was on working with content and promotions at the first stages of the AAARRR funnel: awareness and acquisition. Based on the results from the audience engagement, the next complementary step was developed with a focus on the activation and retention of holders. For this, the following were chosen: work to expand attractive partnerships and special conditions for cashback.

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Cardholders
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CR (%)

AI / ML

Artificial Intelligence as a resource management tool in large companies in the markets of Russia and the CIS

Promotion of Artificial Intelligence that optimizes business processes for working with human resources in the regions of Serbia and Russia. The product sends SMS messages, calls, asks questions, processes responses, and, depending on the situation, invites you to a meeting or a video interview. The main clients are large corporations in the telecommunications, mining and metallurgy, retail trade, and petrochemical industries.

Results: the main promotion tools were professional blogs, digital outdoor advertising, programmatic advertising, and display networks. Each of the tools showed a productive result for its own segment of the audience, taking into account the advertising message. In 12 weeks, we were able to attract 8 large clients and 12 medium-sized clients.

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Clients
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CR (%)

IT solutions & services

Anti-cyberattack programmatic for the digital health care system

Cloud technology is being promoted as a new platform for communications as a service (CPaaS). The goal in the healthcare sector was to protect the digital ecosystem from cyberattacks, save time for healthcare professionals, and keep facilities secure. The main method of promotion was by using integrated banners on programmatic platforms, which were only rotated to a specific segment of the target audience in Germany, Austria, and Israel.

Results: According to the results of the promotion, it was possible to attract approximately 30 large contracts in 8 months. The average cost of attracting a contract reached $4,785. The next stages of instrumental promotion, in addition, were LinkedIn, Reddit, Medium, and native articles.

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Contracts
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CPL ($)

InsurTech

Bloggers and KOLs to promote the insurance system

The main task was to optimize the path from user request to registration, making it easier to understand the product. Build a brand image as progressive and modern as a real insurance assistant. The use of data science and Artificial Intelligence as a key trend in communication with potential consumers has allowed us to stand out from the competition noticeably.

Results: To tell you about products that will support you at any difficult stage of life, we have created a unique reality show in the format of an online simulator (like in The Sims, only with real people!). Viewers were able to control “John” and “Clara,” confronting them with difficult life insurance challenges. KOLs (influencers) acted as promotion assistants. 70% of the consumers purchased a product (the target audience of the product was 25–44).While 40% of viewers of the show watched it to the end. The average watch time was 8 minutes, with a benchmark in the category of about 3.

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Watch time (min)
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Purchases (% TA)

EdTech

Omnichannel strategy using DMP to promote an online school

Promotion of an online Spanish language school with the aim of conducting a digital campaign that takes into account the user’s real journey to purchase. We also developed a set of rules that allow us to determine the user’s segment. We achieved this by employing a DMP-based Omnichannel strategy. Specific targeting and creatives were developed for each stage.

Results: We optimized the campaign, taking into account the audience intersection and increased the reach, saving 9% of the budget. The target audience contacted our ad at the right time in accordance with the CJM. By optimizing overlapping placement, we reached even more audiences for the same budget. The cost of an attracted user for the first lesson at school was $18 (with an average cost of a lesson of $127). The training course was purchased by 72% of the total number of visitors of the first lesson.

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CPL ($)
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Purchases (% TA)

Blockchain / Crypto

Successful IDO in 8 countries of the world

The launch of a new token on IDO with announcement support for 3 months prior to the IDO and promotion afterward. Legal restrictions on the promotion of crypto products posed the most significant challenge in promotion. We solved the issue by working locally with the content and technical code of the site (cloaking).

Results: The main tools used were: content marketing, community building, targeted advertising, contextual advertising, PR support, and bloggers in 8 countries of the world. As a result, it was possible to attract 18,000 users to the waiting list for participation, of which 8,000 were able to take part in the IDO.

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Participants
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IDO participants

Cybersecurity

Expanding customer base for a cybersecurity company

The company wanted to expand its customer base and highlight a key message: cybersecurity is important for any progressive company (more precisely for the top management of the company), and cybersecurity is easy.

Results: We organized content for potential clients, reflecting a significant amount of education, in order to understand what threats they may face and what solutions they may require. The main sources were social networks such as Instagram, Tik-Tok, Facebook, LinkedIn, Twitter, Reddit, ClubHouse, video ads on blogs, media, and YouTube. In total, we received almost 13 million views from unique users in the first month of work.

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Views
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Reach users

FMCG

Launch of new candies from Belgium to the market of Kazakhstan

In the strategy for the marketing split, the following were selected: video advertising, display, pos-materials, and advertising on popular local TV series. Users were asked to go to the brand’s account to get acquainted with the products or leave any contact information in order to receive a gift from the brand and the opportunity to become an ambassador in the media.

Results: The placement was always-on (client’s financial year). In the first month, the number of subscribers and registered users reached 34,000 in total. During the 3 months of placement, following the release of the promo video in the series, the number reached more than 100,000, which accounted for about 62% of users of the target audience. Today, the product is successfully sold in offline locations throughout Kazakhstan

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Registered users
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Unique reach

HoReCa

Placement of a hotel in the Baltic region in the list of the most remembered by users

A comprehensive promotion of a cozy hotel with private and shared rooms, a shared kitchen, games room, and bike rentals. The hotel is located in the picturesque Baltic region. The main task was to attract potential visitors to social media resources in 3 months by creating viral content and personalized advertising messages for each audience segment. The use of social media and content marketing along with conversion tools helped to achieve high-quality results.

Results: Over the course of three months, 17 thousand unique users have registered for the loyalty program. More than 3000 videos have been shared on social media with friends and acquaintances. As a result, hotel rooms are frequently booked several months in advance.

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Unique users
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Frequency

E-commerce

Increased ROI of up to 430% for an online furniture store

An international online furniture store released a new website. A key marketing challenge was to categorize all product categories, including furniture colors and sizes, and personalize advertising messages to audiences in order to increase customer flow and purchase conversion rates. KPI was an increase in ROI of at least 430% for the quarter, up from 164 percent. Using a combination of display advertising and contextual advertising tools, we managed to get closer to the coveted results.

Results: In the first month, we were only able to increase ROI by 13%. The main problem was the gaps in the CJM. Having solved it with the help of product marketing methods, by the 7th week of placement, the ROI indicator reached 274%. At the end of the first quarter, we exceeded the plan declared by the client by optimizing the user path, increasing the budget for the influx of new customers based on the sales funnel, and competently setting up contextual and display advertising in Google Ads, Amazon, Yandex, Direct, and Weborama channels.

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ROI (%)
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Reach

Jewellery

Promotion of jewelry bracelets for high-income users

The most famous jewelry brand, which introduced its unique bracelets to the Russian market, needed to increase knowledge among the audience and sales. The key challenge was to entice the user to re-purchase, as each bracelet was made using Astro stones that are suitable only for a specific lady. The solution included smart TV video placement, contextual advertising, and digital banners in target geographic areas.

Results: 18% of users made additional purchases for their loved ones. The total target audience for the new audience reached 895,321 over the 9-week posting period, which was 38% of the audience with income A and B.

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Repeat purchases users (%)
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Reach

Beauty

The launch of the new anti-ageing serum on the market

The launch of the new serum on the market was accompanied by the caption “All in you, Beauty at any age,” in which the main idea was that serum is required for every woman regardless of age; famous girls with mothers took part in the materials. Influencers, social networks, creative mechanics (contests, interactive, offline events), and programmatic advertising were used to attract 90 percent of new users and at least 5,000 sales in 5.5 weeks.

Results: During the placement period, we faced a shortage of creative messages. But with the help of research and Sales Lift, we identified more audience segments than we had anticipated. Thanks to our flexible approach and quick restructuring of the placement, we achieved results by the end of the 5th week. Influencers were the least effective tools, while programmatic advertising yielded the best results.

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New users (%)
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Sales

Pharma

Increasing the share of voice in local markets for a TOP-3 pharmaceutical company

The TOP-3 client in the pharmaceutical market decided to increase awareness by increasing the share of voice in contextual advertising and audio advertising systems. The goal was to regularly increase SOV (%) by an average of 15-20% every month for two years.

Results: The SOV for the three promoted drugs was increased from 17% SOV to 82% SOV. Note: the indicator was taken into account separately for each of the traffic tools, taking into account the local features of the calculation. Over a two-year period of promotion in France, Russia, and the CIS, associated sales increased by approximately 41%.

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SOV (%)
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Associated sales ↑ (%)

Automotive

Sales funnel expansion for specialized equipment in the local markets of Germany, Great Britain, and the Middle East

The main difficulty: the localization of the creative message for users, while taking into account the socio-cultural characteristics and experience of using the product on an industrial scale in each country. The work was carried out from scratch using all relevant traffic sources: SMM, Paid Social, Paid Search, Programmatic & CR Optimization, OLV, and Audio.

Results: The result for Germany was an increase in knowledge by 18% using Brand Lift. The average number of sales per day from the site increased from 0 to 37 (which is a good indicator for special automotive equipment). In the UK, sales to plant owners increased by 26 units per day, and overall brand awareness reached 36%. Indicators for the Middle East were average: 12 units of equipment per day were sold, the increase in knowledge was 7%. A set of tools and creative mechanics, taking into account localization, helped to achieve good performance in 8 months rather than the 12 months originally planned.

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BLS (%)
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Average sales (day)

Real Estate

Sales of apartments under construction in the regions of Georgia and the UAE

The main traffic channels were: targeted advertising, working with opinion leaders, contextual advertising, and a special project involving users participation.

Results: 43% of users of the total target coverage made a deposit for an apartment. The rest were included in the loyalty program. The most effective traffic channels were influencers and targeted ads, while the least effective – contextual (SEM). The results once again confirmed that the omnichannel approach, which takes into account the peculiarities of product development at each stage of the funnel, brings the highest quality indicators.

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Reach
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ROI (%)

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