Bochar

The goal

Client: a maker of barrels from split Caucasian oak, shipping across Russia. The company has been around since 1998, makes barrels from 10 to 600 litres, has won awards at wine exhibitions and supplies regular wholesale clients, including major wine and cognac producers.

The goal: grow retail sales through an online store.

Approach and challenges

Before we started, the products were only listed on Yandex Market, where the product cards didn't convey their value. We ran pre-project research and built an online store, organised a new photo shoot of the entire barrel range and connected IP telephony and a CRM.

The challenges: a small starting budget and strong competition in the niche. We set up Yandex Direct ads in search and on the Yandex Advertising Network.

The ads emphasised buying directly from the manufacturer and the material: Caucasian rock oak.

Results

The ads brought 624 conversions at an average of ₽180 each.

The ad network performed best. Throughout the campaign we kept the average cost per lead stable even as click prices rose, and the site's performance is analysed continuously.

Summary

We have worked together since December 2020, with ₽112,333 invested in ads. Over that time the site generated:

• 242 form leads;
• 163 checkout orders;
• 234 phone calls;
• 90 people who messaged on messengers.

Many customers who came from the ads return for repeat orders and keep buying barrels from Bochar.