"Fedox" online store
Input data
Tariff
Topic
Link to Instagram:
Monthly budget:
About the client:
Goal
Results.
Tariff package project
Short result
90%
The pre-platformers grew on
1000%
Number of appeals
500%
Number of clients per month
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
SMM case Fedox: targeted advertising, strategy and lead generation
The Fedox case demonstrates how targeted advertising on Instagram and Facebook translates e-commerce audience interest into predicted orders and sales. The strategy combined content series, a retargeting cascade, short A/B tests, and continuous analytics, which allowed to lower CPL and level ROMI across promotional waves. A single identity, supported by UGC, increased trust and CTR, and clear offers reduced funnel friction.
The systematic approach divided demand into seasonal and permanent: separate groups of ads for sales, bundles and new collections supported the pace of orders without overloading the budget. Next — the structure of work and principles that are scalable to any online store. Readiness for launch is confirmed by transparent KPIs — if necessary, adapt the mechanics to your category.
Objectives and KPIs: application growth and CPL/ROMI control
The business goal was a stable inflow of applications and orders from social networks with a projected cost. Marketing goals included reducing CPL, maintaining CAC within a given corridor, achieving ROMI>1 in the first iterations, and increasing the share of quality calls. Additional benchmarks were CTR, CR from traffic to lead/purchase, average check, and repeat purchase frequency.
Checkpoints were recorded weekly: KPI plan-fact, hypothesis map, budget redistribution between reach, warm-up, and conversions. This mode allows you to scale targeted advertising without losing efficiency and clearly see the impact of each series of creatives. Readiness for scaling was checked with the “+20% budget without CPL growth” test.
Audiences and creatives: e-commerce and UGC segments
Segmentation was based on intent and value: new buyers, bargain hunters, loyal customers, product card visitors, and video viewers. Cold audiences were built based on category and brand interests, warm audiences were built based on profile and website interactions, and look-alikes were trained on “purchase” and “quality lead” events. This structure maintained relevance and reduced the cost of impressions.
Creative series were divided into video demos of “what’s inside”, carousels of “bundles/sets”, static offers with deadlines and UGC-reviews. System typography, color codes of categories and badges of “free shipping/exchange” increased trust. Reels formats provided cheap warm-up, and carousels - better conversion per click. Need creatives for launch - prepare a short brief with top SKUs.
Traffic funnel: lead form, landing page and quick contact
Traffic was divided between Facebook lead forms for quick appeals and conversion campaigns for landing pages with micro-goals - add to cart, check availability, get a promo code. Short forms with autofill reduced friction, and chat/call picked up warm inquiries. Retargeting was built in a cascade: video viewing → category → product card → cart → purchase.
Separate branches of the retargeting worked on trigger events: abandoned cart, warranty review, promotional banner. Deadlines and shortages (“N units left”) strengthened intent, and personal bundles increased the average check. Such a funnel ensures a uniform flow of applications and gives room for A/B tests without restructuring the account.
Analytics and optimization: A/B tests, CPL, ROAS
Analytics relied on UTM tags, “view_content”, “add_to_cart”, “purchase” events, as well as tracking lead forms and messages in Direct. The dashboard aggregated CPL, CTR, CR, ROAS and spend share by ad group. Automated rules stopped links with high CPL or low CTR, and budgets were transferred to winners.
A/B tests covered titles, previews, video length, carousel block order, and offer wording. Key findings: Reels with a demonstration of the benefits increase CTR, “what’s in a box/bundle” carousels add CR to the click, and short descriptions with a clear deadline reduce CPL. Continuous improvement in metrics lays the foundation for scaling ROMI.
Results and scaling: brand, demand, seasonality
The results were evident on three levels: leads/orders, awareness, and operational sustainability. The flow of applications became predictable, CPL remained within target, and ROAS on promo sets was consistently higher thanks to relevant creatives. Regular outreach and UGC provided organic growth and additional social trust.
The infrastructure includes a creative library, ad templates, retargeting segments, audience lists, and a KPI dashboard. Scaling happens through regional campaigns, new collections, bundles, and seasonal waves. The next step is obvious: capture KPIs, prepare top SKUs, and launch your first targeted advertising sprint.