{"id":3015,"date":"2019-12-16T14:09:32","date_gmt":"2019-12-16T13:09:32","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=3015"},"modified":"2026-01-06T16:40:26","modified_gmt":"2026-01-06T15:40:26","slug":"russian-doll-targeting-aneb-jak-fanousci-cilene-vyhledavali-nasi-reklamu-pocas-vanoc-2","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2019\/12\/16\/russian-doll-targeting-aneb-jak-fanousci-cilene-vyhledavali-nasi-reklamu-pocas-vanoc-2\/","title":{"rendered":"Russian Doll Targeting aneb jak fanou\u0161ci c\u00edlen\u011b vyhled\u00e1vali na\u0161i reklamu po\u010das V\u00e1noc."},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"500\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/12\/13.12.2019_BLOG-CTW-matrioska-800x500-1.png\" alt=\"\" class=\"wp-image-3787\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/12\/13.12.2019_BLOG-CTW-matrioska-800x500-1.png 800w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/12\/13.12.2019_BLOG-CTW-matrioska-800x500-1-300x188.png 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/12\/13.12.2019_BLOG-CTW-matrioska-800x500-1-768x480.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zatia\u013e \u010do agent\u00fary pre\u017e\u00edvaj\u00fa Vianoce u\u017e nejak\u00fa tu chv\u00ed\u013eu, drviv\u00fa v\u00e4\u010d\u0161inu u\u017e\u00edvate\u013eov na Facebooku viano\u010dn\u00e1 reklama za\u010dala otravova\u0165 a\u017e teraz. Ka\u017ed\u00fd brand do nich val\u00ed adventn\u00e9 kalend\u00e1re, rad\u00ed im dar\u010deky pre partnerov a praje kr\u00e1sne sviatky s usmievav\u00fdmi modelmi v Alp\u00e1ch z fotob\u00e1nk.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Minul\u00fa sez\u00f3nu sme to u n\u00e1s v Socialsharks sk\u00fasili trochu inak a radi si na to zaspom\u00edname. S Nutellou sme toti\u017e docielili to, \u017ee na\u0161i fan\u00fa\u0161ikovia sa jej promovan\u00fdm pr\u00edspevkom nevyh\u00fdbali. Akt\u00edvne ju vyh\u013ead\u00e1vali a a rozba\u013eovali vrstvu po vrstve ako matrio\u0161ku. Ako sa n\u00e1m to podarilo v tom pekelnom obdob\u00ed?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Bola to s\u00fa\u0165a\u017e.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Samozrejme, tak to je jasn\u00e9. Je jednoduch\u00e9 urobi\u0165 s\u00fa\u0165a\u017en\u00fd pr\u00edspevok, necha\u0165 u\u017e\u00edvate\u013eov odpoveda\u0165 na ot\u00e1zku, rozda\u0165 za to p\u00e1r produktov a pochv\u00e1li\u0165 sa jeho pekn\u00fdmi v\u00fdsledkami. V reporte dobre zaznie netradi\u010dne vy\u0161\u0161\u00ed engagement rate, rekordn\u00fd po\u010det koment\u00e1rov pod pr\u00edspevkom a h\u0155stka zdie\u013ean\u00ed, s\u00edce v\u00e4\u010d\u0161inou v tajomn\u00fdch skupin\u00e1ch s\u00fa\u0165a\u017enej mafie. Hrdo sa prip\u00ed\u0161e ku pekn\u00e9mu \u010d\u00edslu pozn\u00e1mka, \u017ee sa rozv\u00edrila diskusia, buduje sa komunita, v\u0161etci ten produkt n\u00e1hle miluj\u00fa. To, \u017ee ide o koment\u00e1re typu \u201esout\u011b\u017e\u00edm, sd\u00edl\u00edm\u201d u\u017e nikoho nezauj\u00edma. To, \u017ee promiskuitn\u00e9 s\u00fa\u0165a\u017en\u00e9 mafi\u00e1nky nap\u00edsali v ten de\u0148 za\u013e\u00faben\u00e9 vyznania aj najv\u00e4\u010d\u0161iemu konkurentovi v\u00e1\u0161ho klienta, sa zaml\u010d\u00ed tie\u017e. <strong>Klient vyhodil prachy do vzduchu rovnako zbyto\u010dne ako grafik svoju snahu o to urobi\u0165 k tomu pekn\u00fd pr\u00edspevok,<\/strong> aj ke\u010f nem\u00e1 \u017eiadnu pridan\u00fa hodnotu. Social media manager h\u00fd\u010dk\u00e1 klienta pekn\u00fdmi \u010d\u00edslami a zab\u00fada na to, \u017ee by mal klientovu zna\u010dku pos\u00fava\u0165, nie zahrab\u00e1va\u0165 ju nerelevantn\u00fdmi \u00faspechmi.<\/p>\n\n\n\n<figure class=\"wp-block-video aligncenter\"><video controls poster=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/12\/Sni%CC%81mek-obrazovky-2019-12-16-v-11.28.56.png\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/12\/Video1-1.mp4\"><\/video><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Nezabudnite zamieri\u0165<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ka\u017ed\u00fd v\u00e1\u0161 po\u010din na sock\u00e1ch by mal ma\u0165 zmysel. Rovnako ako vo filme ka\u017ed\u00fd z\u00e1ber prin\u00e1\u0161a nov\u00fa inform\u00e1ciu, tak by mali fungova\u0165 aj va\u0161e content pl\u00e1ny na klientoch. Ka\u017ed\u00fd z nich by mal ma\u0165 svoj \u00fa\u010del a spr\u00e1vne ho komunikova\u0165. To je samozrejmos\u0165. Bohu\u017eia\u013e pri tom s\u00fa\u0165a\u017enom pr\u00edspevku \u010dasto na toto marke\u0165\u00e1cke heslo zab\u00fadame a vytvor\u00edme \u0161tvorec s ve\u013ek\u00fdm n\u00e1pisom SOUT\u011a\u017d. Jedin\u00e9, \u010do chceme je, aby reagovali. Ozna\u010dovali sa navz\u00e1jom. Alibi sou\u0161l\u00e1ka je, \u017ee s\u00fa\u0165a\u017e mus\u00ed by\u0165 jednoduch\u00e1 a \u017ee \u013eudia na fejsb\u00faku s\u00fa jednoduch\u00ed. A pritom m\u00f4\u017eeme z\u00edska\u0165 pri s\u00fa\u0165a\u017e\u00ed omnoho viac!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Zme\u0148te svoj mindset. <\/strong>Ten n\u00e1\u0161 \u017eralo\u010d\u00ed je nastaven\u00fd na to, aby sme vy\u0165a\u017eili zo v\u0161etk\u00fdch s\u00fa\u0165a\u017e\u00ed maximum. A k tomu n\u00e1m predstava jedn\u00e9ho s\u00fa\u0165a\u017en\u00e9ho postu fakt nepasovala. A u\u017e obzvl\u00e1\u0161\u0165 nie pre na\u0161eho klienta Nutella, ktor\u00e9mu sme v tom najdivokej\u0161om predviano\u010dnom obdob\u00ed vytvorili s\u00fa\u0165a\u017e, ktor\u00e1 bola in\u00e1, ako ostatn\u00e9. Za tri t\u00fd\u017edne sme z\u00edskali v s\u00fa\u0165a\u017ei:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Reach 217,851<\/li>\n\n\n\n<li>759,284 impres\u00ed<\/li>\n\n\n\n<li>71 904 zhliadnut\u00ed videa<\/li>\n\n\n\n<li>58,210 10s video views<\/li>\n\n\n\n<li>575 koment\u00e1rov<\/li>\n\n\n\n<li>241 zdie\u013ean\u00ed<\/li>\n\n\n\n<li>13,28% brand lift<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u010co je v\u0161ak d\u00f4le\u017eitej\u0161ie ne\u017e \u010d\u00edsla, je to, \u017ee u\u017e\u00edvatelia nevideli oby\u010dajn\u00fa v\u00fdzvu k s\u00fa\u0165a\u017ei v jendom naboostovanom pr\u00edspevku. <strong>Cel\u00fa dobu konzumovali n\u00e1\u0161 obsah s videoreceptami a DIY n\u00e1vodmi s ikonickou pomaz\u00e1nkou.<\/strong> <strong>A e\u0161te k tomu ho cielene vyh\u013ead\u00e1vali vo svojich feedoch v tom najhektickej\u0161om predviano\u010dnom obdob\u00ed, ke\u010f sa na nich valilo e\u0161te viac rekl\u00e1m, ako obvykle. <\/strong><strong>Zjednodu\u0161ene, rozba\u013eovali si obsah od Nutelly vrstvu po vrstve ako matrio\u0161ku a te\u0161ili sa, \u010do ich \u010dakalo na z\u00e1ver.&nbsp;<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-video aligncenter\"><video controls poster=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/12\/Sni%CC%81mek-obrazovky-2019-12-16-v-10.50.27.png\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/12\/Video4-2.mp4\"><\/video><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hackli sme Facebook.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vytvorili sme s\u00fa\u0165a\u017en\u00fd mechanizmus, pri ktorom sme vyu\u017e\u00edvali Facebookov\u00fd algoritmus zobrazovania rekl\u00e1m a custom audiences na z\u00e1klade aspo\u0148 10s zhliadnutia videa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cel\u00e1 s\u00fa\u0165a\u017e bola koncipovan\u00e1 ako tajn\u00e1 hra a svojou \u0161trukt\u00farou pripom\u00edna matrio\u0161ku. Zatia\u013e \u010do vid\u00edte len vonkaj\u0161iu vrstvu, vn\u00fatri sa ukr\u00fdva nieko\u013eko \u010fal\u0161\u00edch vrstiev, ktor\u00e9 u\u017e\u00edvate\u013e zvedavo odkr\u00fdva jednu po druhej.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u00e1 na\u0161a Nutell\u00e1cka Russian Doll za\u010dala ako vidite\u013en\u00fd pr\u00edspevok s prv\u00fdm in\u0161piruj\u00facim videoobsahom. Zvy\u0161n\u00e9 vrstvy, teda \u010fal\u0161ie \u201clevely\u201d v\u0161ak boli na \u00farovni shadow postov a teda neboli vidite\u013en\u00e9 na str\u00e1nke medzi pr\u00edspevkami. Jedin\u00fd sp\u00f4sob, ak\u00fdm sa k \u010fal\u0161\u00edm vrstv\u00e1m matrio\u0161ky dosta\u0165, bolo skrz zhliadnutie aspo\u0148 10 sek\u00fand videa, po\u010das ktor\u00fdch v\u00e1m \u010dasomiera vo videu ozn\u00e1mila, \u017ee ste odomkli \u010fal\u0161\u00ed level.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O k\u00fazlo Russian Doll Targeting mechaniky sa u\u017e \u010falej postaral s\u00e1m Facebook (a na\u0161i k\u00fazeln\u00edci z Ads). Algoritmus div\u00e1ka pres\u00faval postupne do pripraven\u00fdch custom audience, ktor\u00ed videli aspo\u0148 10 sek\u00fand videa. To u\u017e n\u00e1\u0161 u\u017e\u00edvate\u013e &#8211; hr\u00e1\u010d vedome vyh\u013ead\u00e1val na svojom feede \u010fal\u0161\u00ed diel, ktor\u00fdm by sa pribl\u00ed\u017eil ku v\u00ed\u0165azn\u00e9mu z\u00e1vere\u010dn\u00e9mu videu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V tom sa za pomoci koment\u00e1ra prihl\u00e1sil k \u00faspe\u0161n\u00e9mu unlocknutiu a n\u00e1m u\u017e sta\u010dilo s rados\u0165ou vybra\u0165 v\u00fdhercov. U ka\u017ed\u00e9ho sme u\u017e toti\u017e mali istotu, \u017ee s\u00fa relevantn\u00ed. <strong>Videli predsa minim\u00e1lne 30s n\u00e1\u0161ho brandov\u00e9ho obsahu, \u010do je dohromady viac \u010dasu str\u00e1ven\u00e9ho s na\u0161imi be\u017en\u00fdmi statick\u00fdmi reklamami za cel\u00fd mesiac.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vytvorili sme v skratke jednoduch\u00fa lovebrand journey, uk\u00e1zali hrav\u00fdm sp\u00f4sobom n\u00e1\u0161 produkt a e\u0161te k tomu sme si vytvorili svoju nov\u00fa cie\u013eov\u00fa skupinu, ktor\u00fa m\u00f4\u017eeme oslovova\u0165 \u010falej &#8211; od t\u00fdch, ktor\u00ed videli jeden level a\u017e po t\u00fdch, ktor\u00ed sa prepracovali a\u017e k posledn\u00e9mu, \u0161tvrt\u00e9mu videu. Vedeli sme, \u017ee n\u00e1m po\u010das tejto cesty odpadne ve\u013ea u\u017e\u00edvate\u013eov, ktor\u00ed sa ku koncu nedostan\u00fa. To n\u00e1m v z\u00e1sade nevadilo, ke\u010f\u017ee sme si t\u00fdm vydefinovali skupinu \u013eud\u00ed, ktor\u00e1 n\u00e1s skuto\u010dne sledovala. V \u010d\u00edslach vyzeral n\u00e1\u0161 funnel takto:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>video reach 214,388<\/li>\n\n\n\n<li>video reach 42,412<\/li>\n\n\n\n<li>video reach 15,996<\/li>\n\n\n\n<li><strong> video reach 10,203<\/strong><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u0161etky \u0161tyri vide\u00e1 sme mali spusten\u00e9 naraz a po\u010das troch t\u00fd\u017ed\u0148ov sa postupne na\u0161a audience postupne prelievala. Ku konci s\u00fa\u0165a\u017ee sme z\u00edskali viac ne\u017e desa\u0165 tis\u00edc u\u017e\u00edvate\u013eov, ktor\u00ed sa dostali na koniec. A neboli to bezduch\u00e9 profily ktor\u00e9 kop\u00edrovali \u201csd\u00edl\u00edm,sout\u011b\u017e\u00edm\u201d.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/12\/79600692_2292959007668743_1670982607334014976_n-1024x466.png\" alt=\"\" class=\"wp-image-3020\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>P\u00e1r \u017eralo\u010d\u00edch pointov?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Nerobte pr\u00e1zdne s\u00fa\u0165a\u017ee.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pom\u00e1hajte svojmu klientovi. Sk\u00faste s\u00fa\u0165a\u017ee pripravova\u0165 tak, aby jemu i v\u00e1m nie\u010do priniesli. \u010ci u\u017e zv\u00fd\u0161en\u00fd brand lift, zauj\u00edmav\u00e9 insighty od u\u017e\u00edvate\u013eov alebo user generated content. Nechajte ich v\u00fdhru si skuto\u010dne zasl\u00fa\u017ei\u0165 a bu\u010fte \u00faprimn\u00fd k sebe aj v reportoch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Myslite za roh.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kreativita nekon\u010d\u00ed pri peknom vizu\u00e1le. Neupadajte do stereotypu a h\u013eadajte nov\u00e9 mo\u017enosti nielen vo form\u00e1toch ale aj v algoritmoch Facebooku \u010di in\u00fdch soci\u00e1lnych siet\u00ed. Presne tak vznikol n\u00e1\u0161 Russian Doll Targeting.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/12\/giphy-6.gif\" alt=\"\" class=\"wp-image-3789\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Zme\u0148te mindset.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Posledn\u00e9, no d\u00f4le\u017eit\u00e9. Bavte sa pri svojej pr\u00e1ci. Berte ka\u017ed\u00fd \u00fakol ako v\u00fdzvu a d\u00e1vajte zo seba \u010do najviac. Aj jednoduch\u00e9 s\u00fa\u0165a\u017ee sa daj\u00fa obr\u00e1ti\u0165 na kr\u00e1snu kampa\u0148, a to aj po\u010das povinn\u00fdch j\u00e1zd vo forme viano\u010dn\u00fdch kampan\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0160\u0165astn\u00e9 a vesel\u00e9, hacku zdar!<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zatia\u013e \u010do agent\u00fary pre\u017e\u00edvaj\u00fa Vianoce u\u017e nejak\u00fa tu chv\u00ed\u013eu, drviv\u00fa v\u00e4\u010d\u0161inu u\u017e\u00edvate\u013eov na Facebooku viano\u010dn\u00e1 reklama za\u010dala otravova\u0165 a\u017e teraz. Ka\u017ed\u00fd brand do nich val\u00ed adventn\u00e9 kalend\u00e1re, rad\u00ed im dar\u010deky pre partnerov a praje kr\u00e1sne sviatky s usmievav\u00fdmi modelmi v Alp\u00e1ch z fotob\u00e1nk. Minul\u00fa sez\u00f3nu sme to u n\u00e1s v Socialsharks sk\u00fasili trochu inak a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3470,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-3015","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-pripadovky","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3015","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/comments?post=3015"}],"version-history":[{"count":2,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3015\/revisions"}],"predecessor-version":[{"id":3790,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3015\/revisions\/3790"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/3470"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=3015"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=3015"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=3015"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}