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About the Project:
Niche:premium loft-style grills
Promotion Region:Ukraine
Term:April 2024 - now
This campaign focused on generating leads for premium loft-style grills priced from $2,000 and accompanying accessories. Sales were limited to the Ukrainian market. The key challenge was the high product price and a website not adapted for e-commerce, meaning that direct purchases were unlikely. The campaign’s success relied on a highly strategic communication approach designed to quickly convey value and trigger lead conversions.
Client Objectives
● Generate high-quality leads for premium grills and accessories.● Build interest during the off-season to prepare for peak demand.● Optimize ad spend and maximize ROI despite a limited product market.
Challenges
● High Price Point: The grill’s premium positioning meant most users wouldn’t convert on first touch.● Non-E-Commerce Website: No “Buy Now” functionality — conversion had to happen via inquiry or callback.● Short Touchpoint Window: Needed to communicate value and uniqueness in minimal interactions.
Solutions
Refined Communication StrategyCrafted messaging to highlight the key differentiators of the grill — exclusive loft-style design, durable materials, and lifestyle appeal. Communicated luxury and long-term value to justify the price.
Multi-Touch Funnel ApproachDeveloped a lightweight funnel to warm up leads — social media ads → landing with key benefits → lead capture form or callback request.
Off-Season FocusPositioned the product as a smart early-season investment, offering consultation and product demos to maintain interest even outside of peak BBQ months.
Budget Efficiency & MonitoringCarefully tracked lead costs, engagement, and audience behavior to maximize results with minimal budget waste.
Results
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