The Success Of Croatian Mint’s eCommerce Campaigns: A Case Study
The Croatian Mint is a company that produces coins, medals, and other commemorative items. They have set a goal to increase their income and the number of transactions through their web shop by 50% in comparison to the same period last year. To achieve this, they planned to improve the user experience on the website and launch marketing and promotional campaigns.
One of the main challenges faced was increasing income and the number of transactions through the webshop. Another challenge was targeting the right audiences, which were collectors as well as people who want a gift with lasting value.
Increase in organic traffic
Increase in organic sales
Income increase
Client Testimonial
The team of the digital agency Mijena are associates to be desired. We see Mijena not only as an agency that provides web development and digital marketing services to us as a client, but as a real partner with whom we work together to achieve our goals. And very efficiently – fantastic results were achieved with budgets significantly lower than expected.
In addition to knowing how and what to do, the team is open to input and new ideas from us as a client, and observes the situation from different perspectives. In addition, they selflessly share their knowledge and, through cooperation, at the same time educate the client, which is extremely important to us. Therefore – any recommendation!
Ela Genc
About Croatian Mint
The Croatian Mint is a state-owned enterprise that was founded in 1993. It is responsible for the production of coins, medals, and other commemorative items. The Mint is located in Zagreb, Croatia’s capital city. The Croatian Mint produces a wide variety of products, including silver and gold coins, gold and silver medals, as well as medals from base metals, and commemorative plaquettes and badges from different metals, along with other custom-made products.
Objectives
The Croatian Mint has set a goal to increase their income and the number of transactions through the web shop by 50% in comparison to the same period last year. This will be done through marketing and promotional campaigns, as well as by improving the user experience on the website. The Mint is confident that it can achieve these goals and looks forward to continuing to serve its customers online.
Challenges
One of the main challenges that the Croatian Mint faced was increasing income and the number of transactions through its webshop. Another challenge was getting to the right audiences, which were collectors as well as people who want a gift with lasting value. The focus was on the second group.
Approach
STRATEGY
To achieve these goals, Mijena used a variety of marketing and promotional campaigns. These included e-commerce SEO strategy, Google Search, Display and Remarketing campaigns, Facebook traffic and dynamic remarketing campaigns.
The campaigns were structured in the AIDA marketing model. In the awareness phase, e-commerce SEO strategy, Google Search and Display campaigns were used and the campaign was additionally supported through PR articles on Internet portals. In the interest phase Google Search and Remarketing campaigns as well as Facebook traffic campaigns; in the desire phase, Google Search and dynamic remarketing campaigns, Facebook traffic and dynamic remarketing campaigns, Facebook and Instagram posts and newsletter campaigns. For the final action phase, all of the above was used in some form.
PERFORMANCE
We distributed the budget: 40% Google, 20% Facebook and 40% portals.
After conducting a technical SEO audit, deficiencies in the website were corrected, and the products advertised were SEO optimized.
Through Google Display campaigns, the Croatian Mint is presented on portals read by target groups. Search campaigns emphasized the durability of products through the catchphrases “gifts that remain in the inheritance” or “gifts that last” and thereby signaled that the products are different from what the competition offers.
The message about the value of gifts for family events was conveyed to the target group.
News about new products is presented through social networks and newsletters. New products of limited series were additionally presented through articles on portals, print and outdoors.
CREATIVE
The slogans of the campaign “gifts that remain in the inheritance” and “gifts that last” were designed to make the brand stand out from the competition and for the target group, which in this case are not collectors, to see the lasting value of the products themselves. For the visual identity, the colors of the brand were used, with a focus on the coins themselves with well-known themes such as Nikola Tesla or Professor Balthazar, in order to interest the target group and bring the products of the Croatian Mint closer to them.
Services provided:
SEO e-commerce product development strategy
Technical SEO optimization
On-Site SEO optimization
On-site SEO implementation
Advanced implementation of Google Analytics for tracking results
Google Ads strategy
Google Ads search campaigns
Google Ads display campaigns
Google Ads remarketing campaigns
Google Ads advertising ads
Google Ads optimization in progress
Facebook ad traffic campaigns
Facebook dynamic remarketing campaigns
Instagram campaigns
Newsletter campaign
Results
For this project Mijena used a variety of marketing and promotional campaigns to achieve the goals of increasing awareness, consideration, desire, and action among the target audiences.
This included ecommerce SEO strategy, Google Search and Display campaigns, Google Search and Remarketing campaigns, Facebook traffic campaigns, and dynamic remarketing campaigns. The campaigns were extremely successful, with an increase in income of 2953.20% compared to the previous year.
SEO optimization was also successfully implemented, resulting in an increase in traffic of 140.10% and an increase in income through organic traffic of 1819%.
As a result of the successful completion of the project, the client continues to cooperate with us.
