How We Sold $56,750 Worth of
Rubber Tracks in Just 2 Weeks
with just $200 Investment
in Facebook Ads

21.08.2024 | SMM - An approach that sells

Ilya Avdeenko, SMM specialist, agency targetologist
internet marketing «Destra»

Alfagro is a leading Ukrainian company specializing in the sale of European agricultural machinery and spare parts. With the largest stock of rubber tracks in Vinnytsia, the company is committed to becoming the market leader by offering the most comprehensive range of products.

The product lineup includes self-propelled mowers from MacDon, pneumatic seeders from APV, Agrisem equipment, and more. Alfagro’s services are dedicated to enhancing the efficiency of Ukrainian farms.

горы и небо в треугольнике дизайн Destra

горная гряда на фоне круга дизайн Destra

Alfagro

древнегреческий философ статуя дизайн Destra

About the Trade-In Service

In June 2024, Alfagro launched its "Trade-In" service, enabling farmers to exchange their old rubber tracks for new ones at a significant discount.

Managers assess the value of the old tracks, which is then applied as a discount on the new purchase. Once the terms are agreed upon, the client selects the new tracks, and Alfagro’s service team assists with the installation.

Objective

Purchasing new rubber tracks is a significant financial burden for farmers.

Problem

Increase sales of rubber tracks and attract targeted leads.

Strategy

The target audience was segmented into the following categories:

Employers
Job positions
Demographic behavior
Interests: machinery brands, farmers, agricultural equipment classification, etc.
Audience collection from the website and social media
Retargeting

(Claas, Case IH, Challenger Tractor, Track, Caterpillar, John Deere, agricultural machinery, agricultural engineering, grain harvester.)

Gender: Male
Age: 30-60 years

Creatives

The rubber track sales manager represented the company in two video clips:

Presentation of the Trade-In Service: Explained the participation process and included a call to action to fill out a form or contact the manager.
Testimonials and Call to Action: Featured testimonials from farmers who used the Trade-In service, with a prompt to fill out the lead form.

The videos were professionally edited with subtitles, light musical accompaniment, and the company logo.

Platform

Targeted ads were tested on both Facebook and Instagram. The results indicated that the majority of the target audience was on Facebook, so the budget was focused on that platform.

Objective: Leads
Geography: Ukraine
Budget: $200
Campaign Period: 06.18.24 - 07.07.24

Quantitative Metrics:

RESULTS

Number of leads generated: 16 (15 from ads, 1 via phone call)
Number of targeted leads: 10
Sales: 3 (tracks for CLAAS, CAT 55, and John Deere 9000T)
Cost per lead: $20
Sales amount: $56,750 including VAT

Qualitative Metrics:

Increased awareness of the Trade-In service
Growth in the number of track exchange requests
Positive client feedback

Key Success Factors:

CONCLUSIONS

Targeted advertising on Facebook effectively met the campaign goals.

Precise Audience Segmentation: Targeting specific audience segments effectively.
High-Quality, Emotional Video Creatives: Using video content that clearly explains the service and its benefits with emotional appeal.
Personal Touch from Company Representatives: Including a company representative in the video creatives to add a personal touch on camera.
Advertising Campaign Optimization: Continuously refining the campaign for better performance.
Effective Lead Management: Utilizing messaging platforms to manage leads efficiently.

This case demonstrates that even with a small budget, significant sales results can be achieved with the right strategy.