Case Study Manufacture in Bolesławiec
ABOUT THE BRAND
The history of Manufacture in Bolesławiec goes back over 25 years. By creating unique ceramic products, the brand aims to use traditional decorative methods while maintaining a modern design. The care for ecology at each stage of the creation of ceramics and the unique design make the products of Manufacture in Bolesławiec valued not only in Poland and Europe, but among customers all over the world.
PURPOSE
The purpose of our activities was to design and implement programmatic implementation of a company store, which on the one hand will be a showcase of the brand, and on the other hand - the main, official source of sales.
The implementation of the store was the first key element - the second was the launch of extensive PPC, SEO and social media activities.
WHAT HAVE WE DONE?
STAGE I
pre-implementation analysis
UX mobile first project
implementation based on Shopify
e-commerce systems integration
optimization and customization of plugins from the Shopify App Store
consultations and ongoing implementation support
STAGE II
SEO audit and optimization
moderation of social media channels
Google Ads and Facebook Ads advertising activities
project development in a team of several eCommerce specialists
Analysis - the most important component of the project
We started the implementation work with an analysis of needs, challenges and threats - this approach allows us to sketch the entire path and set clear goals. We carried out the design of mockups and layouts in Figma, and then moved to a programming implementation based on the Shopify engine. The implementation works were combined with the global configuration of the store and integration with the PIM class system.
We operate on several levels
Manufaktura in Bolesławiec is a brand known to a very wide group of users on the Polish market. Immediately after implementation, together with the client, we started comprehensive marketing activities, the goal of which was and is very clearly defined - constantly building the brand's reputation, taking care of the image, expanding the network of recipients and cyclically increasing the conversion rate. We implement all of these aspects using PPC, SEO, content and social media activities. It is also crucial for us to maintain consistency, based on the visual identity of the brand.
Advertising campaigns - constant increase of revenues
It took just a few days of campaigns in Google Ads to be able to see how great the potential lies in the products and how large a group of recipients are ceramics fans. The first results already clearly confirmed that my compatriots appreciate Polish quality and design, willingly hosting ceramic products on their own and their relatives' tables, which they give them with the products of the factory. We can clearly see this trend in the analysis of campaigns in terms of searches for phrases such as gift. In our campaigns, we combine the promotion of products with full categories or collections in the form of text campaigns, to which we attach up-to-date information about new products and promotions on the store.
We strengthen the store's position on Google
We started positioning the store with an SEO audit. At this stage, many ideas appeared that will improve the position of the page in the search engine. The products of Manufaktura in Bolesławiec are very popular, so our positioning will largely focus on working out high positions for semi-brand phrases, such as "Bolesławiec cups", "Bolesławiec butter dishes". Therefore, new subcategories will appear on the store's website - about 45 new subpages for phrases with an average monthly number of searches from 40 to 3,600. The second priority will be attractive phrases that are not related to the brand. Our activities will be carried out in accordance with SEO PR tactics: high-quality content attractive to the user both on the store's website and external websites, or appropriate graphics, encouraging users to express their opinions about the products.
We rely on brand awareness
Manufactory in Bolesławiec does not need to be introduced to anyone, so in SM activities we focused not only on typical sales activities, but, above all, on emphasizing the company's strengths, i.e. tradition, the fact that Bolesławiec ceramics are handmade by people with passion. We want to build on the reputation that the brand has gained over the years - the channels will include both educational content, engaging recipients to discuss in order to increase brand awareness, and presenting the specificity of the company "from the inside".
Design desktop
Design mobile
Cooperation effects
Stage I - implementation
5
Implemented integrations with external microservices
16
Used applications from the Shopify App Store
4
Stages of design and implementation activities
Data as of 11.2021-01.2021
Cooperation effects
Stage II - marketing
68 %
Share of PPC activities in revenues
1,06 %
Conversion rate
9,6 %
Google Ads COS campaign
Data as of 11.2021-01.2021
Creatives for Google Ads campaigns
DEVELOPMENT TOOLS USED
MARKETING TOOLS USED
Summary
The result of work in this project is not only the first, official online store of Manufaktura in Bolesławiec, but also a showcase of the entire brand. In this eCommerce environment, we have combined several separate systems that optimize work and allow for efficient order fulfillment. Extensive activities in the area of paid campaigns, positioning and social media service allow for comprehensive reaching new customer groups and successively increasing online sales.
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