How we used Market Share to strengthen the position of our brand on the market

The XYZ brand entered the Slovak market in 2021 as a small family-owned company focusing on cosmetics and nutritional supplements. Today it has its own e-shop with a wide range of cosmetic products and nutritional supplements, which contributes to its gradual growth. The client approached us with a request for a 3-month collaboration in May 2024.

The aim was to find out the brand’s position in the natural cosmetics market and, based on the results, strengthen its position in relation to its competitors. The necessary information was gathered using the Market Share tool.

Before launching the actual brand campaign to promote brand awareness, we implemented Market Share, which allowed us to better understand the customer’s perception of the brand.

We asked users a question: “Which natural cosmetics brand would you choose?”
We provided 4 answers, with one answer being brand XYZ and the remaining three options representing competing brands A, B and C.

Market Share results showed that only 9% of respondents would choose brand XYZ (see chart).

It was clear from the Market Share results that XYZ brand’s share of the natural cosmetics market was low, so we decided to step up to support the brand. We planned a brand campaign to increase brand awareness and strengthen the brand’s competitive position on the market.

• The campaign was planned for a period of 3 months with a total budget of €27,000.
• In the third month, in addition to the brand campaign, we also launched a remarketing campaign to boost sales.
• We used multiple ad formats (banners, YouTube videos of different lengths), with approximately ⅔ of the total budget going to banners as the main advertising format. The rest we placed in YouTube videos.
• In this campaign, we targeted:
  • Relevant audiences considering demographics – in our case, mainly women 25-54 years of age,
  • according to the interest preferences of potential customers – such as interest in cosmetics, beauty or wellness,
  • users searching for nutritional supplements, natural cosmetics and body and skin care products – using keywords.
• We placed the ad on the most famous Slovak websites.
• We ensured the brand’s reputation thanks to Brand Safety.

We launched the campaign using placements on Slovak websites and channels and targeting relevant user groups that matched our plans. Precise campaign optimization was performed continuously throughout the campaign.

The aim of the optimization was to achieve the highest possible banner visibility and, in the case of videos, to maximize the view rate. It included the following steps:

• Optimalizácia webov smerom k vyššej vizibilite a tým i vyššiemu brandovému dopadu na užívateľov
• Udržiavanie nízkej frekvencie zobrazovania reklamy s cieľom maximalizovať zásah (keďže išlo o zásahovú kampaň) a zároveň minimalizovať 
rušivý dopad na užívateľa
• Vylučovanie neefektívnych, málo viditeľných kreatív a podpora kreatív s najlepším výkonom
• Implementácia opatrení na ochranu dobrého mena značky a maximálna snaha predísť zobrazovaniu reklamy pri nevhodnom obsahu
• Presun rozpočtu do výkonnejších formátov s cieľom zvýšenia efektívnosti kampane

After the end of the 12-week brand campaign, we used Market Share to see how XYZ’s position in the natural cosmetics market has changed.

We asked users the same question with the same set of answers as in the first Market Share, namely which natural cosmetics brand they would choose when making their selection.

The survey produced positive results for both us and the client – XYZ brand recognition among respondents increased from the original 9% to 27%, showing a significant improvement (see chart).

Market Share has shown that with a well-targeted brand campaign we have managed to increase awareness of the XYZ brand on the Slovak market. We strengthened its position in relation to the competition.

Brand recognition among customers increased from 9% to 27%, a threefold boost.

With the inclusion of remarketing and thanks to precise optimization, we were able to double the CTR from 0.42% (achieved in the first month) to 0.83% (in the last month of the campaign).

The banner visibility remained at around 75% throughout the campaign duration, which we consider crucial given the objectives and the chosen strategy.

Last but not least, the benefits of the chosen strategy were also reflected in the increase in the volume of sales on the e-shop.