Levda

Focus on branded searches:

• Creating ads, targeting searches mentioning Levda and its creator Alina Botanovna, drawing on recognition of the blogger and the trust associated with her name.

This attracted users who had already seen or heard the blogger's surname.

• Specific searches, related to more specific clothing categories: creating ads tailored to focused searches, such as yellow blazer or black bodycon dress.

This attracted people interested in specific clothing products.

Advertising on Yandex partner websites:

• Creating ads, shown on Yandex partner websites using broad searches for clothing categories.

This attracted new visitors who might be interested in the clothing.

• Geographic targeting targeted cities with over a million residents and was split into groups to make optimisation and deactivation of ineffective groups easier. Delivery covered all of Russia, but the limited budget made this geographic targeting necessary.

Our audience was female, so we targeted women aged 20 to 40.