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Food.ru is a website about everything related to food. There are gastronomic news and articles, instructions and life hacks, master classes and an encyclopedia of products - and, of course, recipes. The site began its work in June 2021, at that time its database contained several thousand recipes prepared by a professional editorial team. Food.ru began to involve its readers in creating content - UGC recipes - in September.
The goal of the campaign is to develop the UGC direction and replenish the “Recipes” section on the site with user recipes.
Tasks
The primary goal was to tell as many people as possible about the recipe collection wordpress web design agency functionality, attract authors on a regular basis, and ensure stable growth of UGC content on the site.
Food.ru marketers began to attract bloggers independently and work with the Perfluence platform in parallel. The first recipes from users appeared, among other things, thanks to the bloggers we brought in. Analyzing the quality of the received UGC, the Food.ru team improved the brief for bloggers, improved visuals and gradually came to an increase in the volume of high-quality UGC content. At the start of the campaign, 20% of the submitted recipes passed moderation, now the figure has grown to 73.5%.
The second task that Food.ru faced was to attract traffic from blogs relevant to the topic to the site. Bloggers on their platforms talk about Food.ru and invite followers to go to the site, learn a lot of new things about food, products and cooking.
Hypothesis testing and results
For Food.ru, working with bloggers was a hypothesis test. Initially, the site team came to bloggers for media campaigns, but their effectiveness, as a rule, cannot be fully measured. Therefore, in order to evaluate the effectiveness of placements in this way, we launched a CPA campaign to attract recipes. There we see when a recipe from a user has passed moderation on the Food.ru website and the author has applied a promo code to receive a certificate for 300 rubles for the purchase of products shared by bloggers. Accordingly, these indicators are counted in the campaign result. The CPA campaign was chosen because it has a simple model for calculating KPI and counting it.
We launched the CPC campaign as a test with a limited budget. We wanted to understand what quality of traffic would come, whether it would return, and how it would behave on the platform. And we saw that users stayed on the platform, got acquainted with the content — and even left their recipes.
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發表於 2024-11-9 18:49:04
