Bestway is one of the largest manufacturers of inflatable pools, mattresses, beds and various accessories. Bestway products are sold in 110 countries worldwide.
Our team worked with the official Bestway distributor in Russia, who sells goods to both wholesale and retail buyers:
- Bestway.Sale – a website for wholesale sales. Its customers include retail stores, entrepreneurs and other regional businesses.
- Bestway.House – a website dedicated to retail sales. The target audience consists of people who want to buy an inflatable pool or those who already have one but need additional chemicals or accessories.
agency tasks
We initially began by working on the wholesale side of the business. The agency’s task was to create a website, drive traffic to it and optimize the cost per application during the campaign.
After successfully meeting all KPIs for the year, the retail website was handed over to us for promotion. The primary goal for this site was to increase sales.
implementation
To boost sales for both Bestway.Sale and Bestway.House, we used contextual and targeted advertising.
Separate strategies and media plans were developed for each segment. In 2022, due to the blocking of Instagram, Facebook (Meta is recognized as an extremist organization and is banned in Russia) and Google Ads, both plans were updated.
- Bestway.Sale
The key objective was to attract applications from wholesale clients. We quickly created a company information website using Tilda. Then, using contextual and targeted advertising tools, we drove targeted traffic. All placements were analyzed in Yandex.Metrika, with additional tracking in Tilda’s dashboard. In 2022, we integrated Roistat (a marketing platform that helps attract more traffic, increase conversion rates, and boost sales and customer loyalty). This allowed us to objectively and quickly evaluate the effectiveness of the placements, optimizing and improving results.
- Bestway.House
The agency’s main task was to increase sales on the Bestway.House website. The retail site had been created before we started work, and our team provided recommendations for its optimization.
A unique feature of this project was that we continuously analyzed competitors, both before starting and throughout the campaign. We monitored which products other distributors were launching and which promotions they were running. Based on this, we adjusted the pricing of certain products and tested creatives with competitive offers.
For analytics, we used Yandex.Metrika, integrating e-commerce tools (an analytics tool for online stores and future campaign planning, which provides data on traffic, sales seasonality, and top-demand products and brands).
analytics, strategy and media plan development
- Bestway.Sale
In the 2021 placements, the majority of the budget was allocated to Instagram, Facebook (Meta is recognized as an extremist organization and is banned in Russia) and Google Ads. The wholesale entrepreneur audience was more active on these platforms, engaging more with the content. Until 2022, most of the leads came from Instagram and Facebook. In February 2022, due to the blocking of Meta (Meta is recognized as an extremist organization and is banned in Russia), we reallocated the budget to VKontakte and Yandex.
- Bestway.House
Our work on retail sales began in 2022. We focused on Yandex Search and Yandex Display Network, as these channels allowed us to accurately identify the niche audience looking for specific products.
audience segmentation
To promote both wholesale and retail products, we used contextual and targeted advertising.
To attract stores and entrepreneurs to Bestway.Sale on social media, we focused on interests related to wholesale purchases, entrepreneurship and competitors. In contextual advertising, we used detailed segmentation of key phrases, specifically targeting those searching for wholesale pools, mattresses, SUPs, boats, Bestway products or the brand’s main competitor, Intex.
For promoting Bestway.House on social media, we targeted people who own country houses and may be interested in purchasing pools or items for improving their outdoor space. In contextual ads, we aimed at those searching for products in general (e.g., buy a frame pool, buy an inflatable pool) or for specific models (e.g., buy Bestway Hawaii, Bestway 56574).
creatives development
We used all major creative formats in our advertising: static images, carousels and videos.
Our team developed and launched several successful marketing promotions. For example, during the summer season, to stand out among competitive offers, we implemented a promotion where customers received a flamingo-shaped inflatable ring as a gift with the purchase of certain pools. Another promotion gave a free special night light with the purchase of another pool model.
In 2022, there was a heatwave across the country, which we used as an excellent opportunity for a unique promotion. If the temperature exceeded 25°C, customers received a 1% discount for each degree above that mark. Creatives for each region of Russia were launched based on the local temperature.
campaign launch and optimization
For Bestway.Sale, we launched all creatives at the beginning of the month, then tracked the performance, optimized them and kept the channels and ads that delivered the best CPL (cost per lead).
For Bestway.House, we added new ads and segments for items arriving in the store and paused those that had sold out. We also periodically introduced creatives focused on current promotions and regularly adjusted traffic allocation, focusing on the cost per order and ROI.
results
Thanks to a detailed analysis of audiences, competitors, and quick responses to any external changes (whether it was the weather, prices, or the shutdown of certain popular platforms), we managed to:
- Attract over 1,000 applications in the Bestway.Sale direction and reduce the cost per application by 47% (384 rubles compared to 612 rubles before our work). The traffic target was achieved at 120%.
- Achieve 123% of the KPI for traffic in Bestway.House and attract 171 applications. The ROI reached an impressive 1,099.58%.
Bestway is one of the largest manufacturers of inflatable pools, mattresses, beds and various accessories. Bestway products are sold in 110 countries worldwide.
Our team worked with the official Bestway distributor in Russia, who sells goods to both wholesale and retail buyers:
- Bestway.Sale – a website for wholesale sales. Its customers include retail stores, entrepreneurs and other regional businesses.
- Bestway.House – a website dedicated to retail sales. The target audience consists of people who want to buy an inflatable pool or those who already have one but need additional chemicals or accessories.
agency tasks
We initially began by working on the wholesale side of the business. The agency’s task was to create a website, drive traffic to it and optimize the cost per application during the campaign.
After successfully meeting all KPIs for the year, the retail website was handed over to us for promotion. The primary goal for this site was to increase sales.
implementation
To boost sales for both Bestway.Sale and Bestway.House, we used contextual and targeted advertising.
Separate strategies and media plans were developed for each segment. In 2022, due to the blocking of Instagram, Facebook (Meta is recognized as an extremist organization and is banned in Russia) and Google Ads, both plans were updated.
- Bestway.Sale
The key objective was to attract applications from wholesale clients. We quickly created a company information website using Tilda. Then, using contextual and targeted advertising tools, we drove targeted traffic. All placements were analyzed in Yandex.Metrika, with additional tracking in Tilda’s dashboard. In 2022, we integrated Roistat (a marketing platform that helps attract more traffic, increase conversion rates, and boost sales and customer loyalty). This allowed us to objectively and quickly evaluate the effectiveness of the placements, optimizing and improving results.
- Bestway.House
The agency’s main task was to increase sales on the Bestway.House website. The retail site had been created before we started work, and our team provided recommendations for its optimization.
A unique feature of this project was that we continuously analyzed competitors, both before starting and throughout the campaign. We monitored which products other distributors were launching and which promotions they were running. Based on this, we adjusted the pricing of certain products and tested creatives with competitive offers.
For analytics, we used Yandex.Metrika, integrating e-commerce tools (an analytics tool for online stores and future campaign planning, which provides data on traffic, sales seasonality, and top-demand products and brands).
analytics, strategy and media plan development
- Bestway.Sale
In the 2021 placements, the majority of the budget was allocated to Instagram, Facebook (Meta is recognized as an extremist organization and is banned in Russia) and Google Ads. The wholesale entrepreneur audience was more active on these platforms, engaging more with the content. Until 2022, most of the leads came from Instagram and Facebook. In February 2022, due to the blocking of Meta (Meta is recognized as an extremist organization and is banned in Russia) , we reallocated the budget to VKontakte and Yandex.
- Bestway.House
Our work on retail sales began in 2022. We focused on Yandex Search and Yandex Display Network, as these channels allowed us to accurately identify the niche audience looking for specific products.
audience segmentation
To promote both wholesale and retail products, we used contextual and targeted advertising.
To attract stores and entrepreneurs to Bestway.Sale on social media, we focused on interests related to wholesale purchases, entrepreneurship and competitors. In contextual advertising, we used detailed segmentation of key phrases, specifically targeting those searching for wholesale pools, mattresses, SUPs, boats, Bestway products or the brand’s main competitor, Intex.
For promoting Bestway.House on social media, we targeted people who own country houses and may be interested in purchasing pools or items for improving their outdoor space. In contextual ads, we aimed at those searching for products in general (e.g., buy a frame pool, buy an inflatable pool) or for specific models (e.g., buy Bestway Hawaii, Bestway 56574).
creatives development
We used all major creative formats in our advertising: static images, carousels and videos.
Our team developed and launched several successful marketing promotions. For example, during the summer season, to stand out among competitive offers, we implemented a promotion where customers received a flamingo-shaped inflatable ring as a gift with the purchase of certain pools. Another promotion gave a free special night light with the purchase of another pool model.
In 2022, there was a heatwave across the country, which we used as an excellent opportunity for a unique promotion. If the temperature exceeded 25°C, customers received a 1% discount for each degree above that mark. Creatives for each region of Russia were launched based on the local temperature.
campaign launch and optimization
For Bestway.Sale, we launched all creatives at the beginning of the month, then tracked the performance, optimized them and kept the channels and ads that delivered the best CPL (cost per lead).
For Bestway.House, we added new ads and segments for items arriving in the store and paused those that had sold out. We also periodically introduced creatives focused on current promotions and regularly adjusted traffic allocation, focusing on the cost per order and ROI.
results
Thanks to a detailed analysis of audiences, competitors, and quick responses to any external changes (whether it was the weather, prices, or the shutdown of certain popular platforms), we managed to:
- Attract over 1,000 applications in the Bestway.Sale direction and reduce the cost per application by 47% (384 rubles compared to 612 rubles before our work). The traffic target was achieved at 120%.
- Achieve 123% of the KPI for traffic in Bestway.House and attract 171 applications. The ROI reached an impressive 1,099.58%.
