Native Works, Doesn’t Work WTF! Here’s What Happened in Russia with Taboola! (2)
Native Works, Doesn’t Work WTF! Here’s What Happened in Russia with Taboola!
Alright, sorry for maybe the click baity headline, but this really got my attention earlier today. Especially considering that whenever it comes to lottery/casino offers most affiliates tend to find it difficult to run on tier 1 native networks.
So, earlier today I came across a recent case study a friend of mine at Taboola published and reached out to him trying to understand a little bit more about the case study.
The case study has to do with a lottery company which apparently is one of the biggest players in Russia. That one coupled with one of the top agencies working with Taboola.
Now this may not look much like the average campaign everyone of us is running since the goal was to raise awareness, and we generally focus mostly on results and ROI. But what really grabbed my attention were the elements and results of the campaign.
From the case study PDF:
Challenge:
Increase awareness of Stoloto’s lottery offering for Russian citizens, and optimize traffic for more conversions.
Solution:
Use Taboola to distribute editorial blog content featuring the stories of Stoloto lottery winners and calls-to-action (CTAs) to sign up to win.
Results:
Initially, Dentsu Aegis Network focused on awareness, increasing session duration by eight seconds. When Stoloto reported an increase in signups, Dentsu Aegis Network doubled down on conversion and decreased CPC by 100% and CPA by 420% with Taboola.
Original Case Study URL:
https://www.taboola.com/resources/ca...stoloto-dentsu
Apparently the campaigns started with the simple goal to raise awareness, then soon to be focused on conversions for better results. A simple detail that most of us seem to generally ignore (especially those who run traffic to their own e-com products), which by the way it isn't the first time, nor the second or third time I see/hear brands having huge results in terms of sales with brand awareness campaigns with native.
Quite interestingly the agency taking care of the campaigns, leveraged the power of advertorials using a similar if not the same kind of landers most affiliates use. This last detail made me curious so I asked my friend if he could share one of the landers that were used in this case study and the permission to share it. So here it is, I guess there's no need to tell you how to get to the other ones. 
https://media.stoloto.ru/article/vez...tereyu-dvazhdy
Hope you like it! 
Thanks @platinum.
Yeah, I would think Native would be fantastic for brand awareness, especially high quality networks like Outbrain/Taboola/Yahoo/Verizon. If anything, it is surprising more aren't doing it as is.
Definitely a good lesson for anyone trying to build an eCom brand. Once you get some traction, set aside a bit of the budget for brand awareness.
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