Fokus na hit
Head of Social Media, Content & Performance Marketing Team
Senior Performance Marketing Manager
“Fokus na hit” is one of the leading Croatian book publishers’ brands and retailers.
We set up an e-shop and succeeded in turning their sales from book stores to e-commerce during lockdown.
The most important goal was to transfer all the marketing activities online, having in mind very small budgets a firm like that (about 550K of yearly revenue) can have. Also, there was not a designated marketing department or even a person fully dedicated to digital marketing or online sales. Furthermore, all they had was a WordPress website and WooCommerce enabled, and no other marketing tools such as Google Tag Manager, Google Analytics or any other digital marketing tools, conversions or tracking codes that a webshop that wants to sell products must have.
The first thing we did was create a „basic digital hygiene“ for the webshop, as we call it. It implies numerous ad account openings, (re)marketing codes installations, audience creations, Google Ads, Analytics, Tag Manager and Facebook marketing tools openings. Also, we created products for them for sales, actions, collections, etc. and we started to run advertising – broad and narrow interests targeting, as well as retargeting, mostly on Facebook and Instagram. Each and every book or book collection, no matter if it was on normal sale, discount sale or pre-sale was advertised continuously, always-on, and to special custom-made audience. The results were huge and game-changing for the firm, came immediately and continued to be delivered after lockdown ended and normal business resumed.
In the first eight months of the continuous performance of marketing activities, mostly Facebook and Google advertising, we significantly increased Fokus na hit’s revenue, above 1,000 percent. Literally, their whole annual revenue from 2019 was achieved within 1 month of quality set up advertising and we continued to achieve their 2019 annual revenue in each and every month throughout 2020. From April to December of 2020 we managed to achieve the same revenue in 2020 as it was in 2019 despite the lockdown and closed book stores, which was, in their opinion, a miracle. Nobody ever asked us about impressions and clicks, we concentrated on conversions, i.e. sales, and to this day, during the whole of 2021, with and without lockdowns, we have managed to increase their revenue share on digital media from 1% to 20% of their whole yearly revenue.