A. What was the state of the brand’s business and the marketplace or category in which it competes before your effort began?

Entry Form

Basic Information

 

 

1. Brand Name/Advertiser name Foxtrot

 

2. Type/Description of Product/Service online-shop

(e.g. shampoo) Do not include brand name.

 

3. Entry Title Methodology of the eCommerce strategy realization

 

4a. Effie Entry Category New technologies and\or Media innovations

 

4b. Classification ☐ Local ☐ Regional ☒ National ☐ Multinational

Check all that apply.

If Multinational,Country (ies) in which campaign ran: N\A If not Multinational, please indicate that with "N/A"

 

4c. Time Period Effort Ran Start Date: 01/02/2016

Provide dates for the time span for the entire effort,
even if it began before Effie’s eligibility period End Date: Ongoing

start date. Check “Ongoing” if effort continues

past the eligibility period.

 

Entry Form Instructions

To enter the 2016 competition:

● Your case must have run in the Ukrainian market no sooner than in 2014 (for category "Long-term effectiveness" no sooner than in 2013) and proved their effectiveness in 2015-2016 (except campaigns that took part in Effie 2015). All results must relate directly to this time period. Prior year data may be included for context.

● Include specific, verifiable sources for all dataand facts presented throughout the entry form. Any data without a source will be disregarded and will result in entry disqualification. The absence of data validation may be the cause of disqualification. The organizing committee reserves the right to verify all information.

Sources should include time period covered, type of research, etc. Do not include any agency names in your sourcing (refer to as agency research, media agency research, etc. and include all other relevant sourcing info).

● Reviewcategory definitions for requirements that must be included. Points will be deducted if requirements are not met.

● Be clear, concise and honest. Judges appreciate brevity, clarity, facts, a compelling read and a lack of hyperbole.

Formatting Requirements:

● Your written case, including this page, may not exceed 12 pages.

● Questions, instructions, and charts may not be deleted from the entry form.

● Do not include any agency names (ad, media, other) anywhere in your entry materials.

● 10-point font or higher answers are required for judge legibility. It is fine to change the color of the answers to distinguish them from instruction. Charts/graphs can be in color.

● Checkboxes: You may check (by double-clicking boxes), highlight, mark with an X or note via color your selections.

● Do not include screen grabs/images of your work or competitive logos.

● Answer every question or indicate “not applicable (N/A).” Any unanswered question will result in entry disqualification.

 

 

A. What was the state of the brand’s business and the marketplace or category in which it competes before your effort began?

Provide category, competitive, and marketplace context (main competitor spend, position in market, category benchmarks, etc.). Provide information on the company/brand.

 

In 2014 - 2105 the Ukrainian economy has suffered the 2^nd large and the most continuous downfall for the last 15 years. In 2016 the rise of economy was envisaged, many players of the eCommerce market of household appliances and electronics have planned the development of their online stores.

 

1. http://www.segodnya.ua/hot/infographics/itohi-2015-hod-ekonomicheskoho-spada-dlja-ukrainy-infohrafika-678360.html

2. http://www.marketing-ua.com/articles.php?articleId=5025

3. http://www.trust.ua/news/124066-elektronnaya-kommerciya-v-ukraine.html

 

 

Data on organic and commercial traffic (delivered by Similarweb for the period from April,15, to September, 15 (Allo, Citrus, Foxtrot, Eldorado and Comfy)

2. http://www.trust.ua/news/124066-elektronnaya-kommerciya-v-ukraine.html

 

 

Commercial traffic channels – search context, price aggregators, CPA and RTB networks.

ROMI is calculated and the ratio of gross revenue to expenditures (как соотношение валового дохода к расходам (including the commission fee and VAT)

 

 

The customers and the agencies do not use effectively the services of conversion instruments. Their focus is deflected to the interim KPIs (traffic, conversion, visibility in search engines), which partially reflects the revenue from promotion and divides substantially the responsibilities’ areas. It results in the restricted information exchange, the delay in implementation of project statement for the website and databases, the overlapping and duplicating of the sales data.

The cooperation on real sales provides the possibility to turn off the distortion and manipulation with data, reflects the business-efficiency of conducted campaigns. On the other hand it required deep yearly planning, the predefining of the information access zones for transparency of revenue visibility and higher engagement of Foxtrot team into the integration of performance solutions.

For campaign’s realization was chosed a flexible Agile-based methodology of projects’ realization – Scrum и HADI [1] циклов. First of all the team was formed inside the agency, which activity was concentrated on the Foxtrot project only. It gives the opportunity to concentrate the project manager, SEO specialists, context managers, analysts and editors on one client and their business processes and thus exclude the prioritization of projects.

 

Communication of Foxtrot teams and agency was based on 4 main principles:

 

Openess. Foxtrot gives access to its online store CMS base, where you can see “successful” real orders from a commercial channels’ perspective, which gives the opportunity to build the customer’ purchase funnel on the basis of sales data. The agency shows all its internal processes, providing complete access to its system of JIRA projects’ management, where you can see the targets and the progress of every specialist.

Focus. All campaigns are optimized on the basis of business rates – the actual revenue and ROMI. The data of Google Analytics, the visibility of the website in search engines are used and complementary quality grades of the quality of performed tasks.

Partnership. Foxtrot takes an active part in the project’s management. It takes part in a monthly planning, weekly statuses, it performs the stated obligations on delivering the goal in content amounts’ management and technical statements’ implementation.

 

E. Paid Media Expenditures

Select paid media expenditures (purchased and donated), not including agency fees or production costs, for the effort described in this entry. Given the ‘spirit’ of this question use your judgment on what constitutes fees, production and the broad span that covers media – from donated space to activation costs. Check one per time frame. Elaborate below to provide context.

 

☐ Under $50 thousand ☐$50 – 100 thousand ☒ $100 – 300 thousand ☐ $300 – 500 thousand ☐ $500 – 999 thousand

☐ $ 1 – 2 million ☐ $ 2 – 5 million ☐$ 5 – 10 million ☐ $ 10 – 20 million ☐ $ 20 million and over

 

Compared to other competitors in this category, ☐Less ☒ About the same ☐ More
this budget is:

 

F. Owned Media

Elaborate on owned media (company owned real-estate, either physical or digital, that acted as communication channels for case content. E.g. corporate website/social media platforms, packaging, branded store, fleet of buses, etc.).

 

www.foxtrot.com.ua

 

7g. Sponsorships - Detail any sponsorships you had or write “not applicable.”

 

Not applicable

 

No other factors

 

HADI циклы

с чем?

Убрал "с"

Entry Form

Basic Information

 

 

1. Brand Name/Advertiser name Foxtrot

 

2. Type/Description of Product/Service online-shop

(e.g. shampoo) Do not include brand name.

 

3. Entry Title Methodology of the eCommerce strategy realization

 

4a. Effie Entry Category New technologies and\or Media innovations

 

4b. Classification ☐ Local ☐ Regional ☒ National ☐ Multinational

Check all that apply.

If Multinational,Country (ies) in which campaign ran: N\A If not Multinational, please indicate that with "N/A"

 

4c. Time Period Effort Ran Start Date: 01/02/2016

Provide dates for the time span for the entire effort,
even if it began before Effie’s eligibility period End Date: Ongoing

start date. Check “Ongoing” if effort continues

past the eligibility period.

 

Entry Form Instructions

To enter the 2016 competition:

● Your case must have run in the Ukrainian market no sooner than in 2014 (for category "Long-term effectiveness" no sooner than in 2013) and proved their effectiveness in 2015-2016 (except campaigns that took part in Effie 2015). All results must relate directly to this time period. Prior year data may be included for context.

● Include specific, verifiable sources for all dataand facts presented throughout the entry form. Any data without a source will be disregarded and will result in entry disqualification. The absence of data validation may be the cause of disqualification. The organizing committee reserves the right to verify all information.

Sources should include time period covered, type of research, etc. Do not include any agency names in your sourcing (refer to as agency research, media agency research, etc. and include all other relevant sourcing info).

● Reviewcategory definitions for requirements that must be included. Points will be deducted if requirements are not met.

● Be clear, concise and honest. Judges appreciate brevity, clarity, facts, a compelling read and a lack of hyperbole.

Formatting Requirements:

● Your written case, including this page, may not exceed 12 pages.

● Questions, instructions, and charts may not be deleted from the entry form.

● Do not include any agency names (ad, media, other) anywhere in your entry materials.

● 10-point font or higher answers are required for judge legibility. It is fine to change the color of the answers to distinguish them from instruction. Charts/graphs can be in color.

● Checkboxes: You may check (by double-clicking boxes), highlight, mark with an X or note via color your selections.

● Do not include screen grabs/images of your work or competitive logos.

● Answer every question or indicate “not applicable (N/A).” Any unanswered question will result in entry disqualification.

 

 

a. What was the state of the brand’s business and the marketplace or category in which it competes before your effort began?

Provide category, competitive, and marketplace context (main competitor spend, position in market, category benchmarks, etc.). Provide information on the company/brand.

 

In 2014 - 2105 the Ukrainian economy has suffered the 2^nd large and the most continuous downfall for the last 15 years. In 2016 the rise of economy was envisaged, many players of the eCommerce market of household appliances and electronics have planned the development of their online stores.

 

1. http://www.segodnya.ua/hot/infographics/itohi-2015-hod-ekonomicheskoho-spada-dlja-ukrainy-infohrafika-678360.html

2. http://www.marketing-ua.com/articles.php?articleId=5025

3. http://www.trust.ua/news/124066-elektronnaya-kommerciya-v-ukraine.html