About the project
mifold.ro is an online store with products for car safety for children and the exclusive importer of mifold products in Romania.
Mifold is an American company, a real success in the child car safety market that has managed to distribute its innovative products worldwide. Mifold products are now present in over 40 countries.
The main products sold by mifold.ro are: the hifold car seat, the most compact and adjustable child car seat in the world, and the booster seat - mifold.
The hifold car seat features innovative "multi-fit" technology that allows 243 individual adjustments. It adjusts both in height and width to provide safety for the child regardless of their size.
The mifold booster car seat is an innovative, compact and 100% safe system. What makes it special is its unusually small size for a booster. So compact that it fits in a handbag or even in a child's school bag.
The initial challenges
When we were contacted by mifold.ro, they had been present on the Romanian market for 2 years, but sales were not at all satisfactory.
Lack of brand awareness and reluctance People's enthusiasm for the innovative mifold product was reflected in sales, but these were not the only challenges identified.
Leaving aside the special characteristics of the products, we know very well that at present the Romanian public is not 100% educated regarding the use of a child car safety system. This further complicated our promotion method because we had to take potential customers through several stages of awareness.
The materials we had at our disposal, although they were very well made and were used successfully in America and other countries, for Romania they were not necessarily suitable.
The videos were made in English, the children photographed with the products were either black, Caucasian, Chinese or other nationalities, or they were just simple pictures of the product that didn't even remotely make you understand what it was about or what it could be used for.
In addition to all this, the mifold booster, it is a seasonal product, promoted largely as a travel product.
The collaboration with mifold.ro began right in the middle of the pandemic, when travel was prohibited and later restricted, and people practically did not need our products.
This was the main challenge, namely to sell products intended for travel during the pandemic.
It should also be mentioned that although mifold.ro were exclusive importers, the lowest price on mifold products, was not found on their website but on one of the partner sites.
However, the main objective of mifold.ro was to increase brand awareness and, respectively, increase sales.
Specifically, how did we help them increase their sales?
I started by doing a thorough analysis of the market, the business and especially the products. It was important to understand all aspects of the market and products, in order to be able to design a strategy strong enough to overcome all the challenges.
The main means of promotion that we identified as timely and prioritized were: Facebook Ads, Google Ads and influencer campaigns.
We felt that to sell these innovative products It was necessary to make customers understand what they are and how they work. That's why we decided to create a landing page for each product.
The landing pages had a clear structure and answered all the questions that we identified as being in the minds of potential customers: "What is it?", "How does it work?", "When and how can I use it?", "Is it safe? Does it comply with regulations?", "Is it suitable for my child?", "Why mifold/ hifold?".
Facebook promotion
Based on the client profile, I designed a Facebook ads strategy for both the mifold and hifold products. Since I created a different Landing Page for each, I needed to design different campaigns for the two products.
So, the campaigns were organized as follows: one COLD campaign (on cold audiences) for mifold and one for hifold, and two retargeting campaigns.
We decided to very clearly delineate the audiences used in the campaigns and that is why we had as cold audiences: parents (dads + moms), dads, moms and grandparents. The messages were adapted and personalized so that we tried to highlight the related motivations for each audience.
This is what our ads sounded like:
Although it was a pandemic and travel was largely restricted, we decided to also run ads with messages tailored to families who travel frequently, but with summer ending and school starting, We adapted the messages to the new context: Back to school.
We researched and found out that most accidents occur on short distance journeys, when parents no longer emphasize their child's car safety. Whether it's when I go to the park, shopping or even school.
We took full advantage of this information and translated it into messages adapted to the pandemic context in which you can no longer travel, but you can make trips like those mentioned above.
We were aware that we couldn't sell these products by comparing them to classic car safety systems. So, we promoted mifold products (and especially the booster) as an alternative to classic systems and I have emphasized the distinct benefits they can offer.
For example, we emphasized that you can fit 3 mifold products in the back seat of any car. This not only helped us sell mifold products but also helped us we increase the value of the average basket.
The vast majority of orders were for 2 or even 3 mifold products.
Facebook promotion worked very well for the mifold product, a product that required greater education of the target audience.
We managed to promote the hifold car seat more successfully on Google, where there were already searches for this type of product: "car seat".
Promoting on Google
As far as promoting on Google goes, things were pretty simple.
The people at mifold.ro already had a Smart Shopping campaign implemented which was bringing results, but not enough. All we did with this campaign was scale it, which resulted, as expected, in many more sales.
In addition to this, we have also implemented a brand protection campaign because we identified through keyword research that there were several dozen monthly searches for the brand. This campaign had a ROAS of 24.11.
Of course, we didn't neglect search campaigns, the one with the best results being the one on keywords such as: "car seat", "child car seat".
Influencer campaigns
Another marketing activity that helped us attract customers was influencer campaigns. These aimed primarily at generating local materials with mifold products but also at increasing brand awareness and trust in mifold's innovative products.
After just 3 months of collaboration, campaigns and continuous optimizations,we managed to increase sales at mifold.ro by 232% compared to the previous year (when there was no pandemic), with a budget almost halved.
We can also say that we have also managed to:
– we attract quality traffic on the site which can be argued through an increase in the conversion rate and a decrease in the bounce rate;
– we increase the time spent on the site through the landing pages of each individual product;
– we increase the conversion rate by 605,18% (largely due to landing pages);
– we generate 232,22% more sales compared to the same period of the previous year, with a significantly smaller budget.
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