Targeted advertising in Instagram for dealer and manufacturer of medical equipment


Our agency has a large experience in setting up targeted advertising in various social networks. Before launching a campaign, we will analyze the audience, create relevant ads and develop creatives based on the customer’s wishes.


In 2020, we set up targeting for Endomed – a distributor of medical equipment.


Read more in the article.


Goals and objectives


The goal of the project was to increase the number of orders for products.


To achieve it, the following tasks were set:

  1. 1. Analysis and parsing of the target audience
  2. 2. Creating the concept of advertising publications (texts, creatives)
  3. 3. Launching and tracking campaigns
  4. 4. Summary of results, preparation of reports

Before we share the project, let’s have a few words with the company.


About the customer


Endomed is a dealer and manufacturer of endoscopic and electrosurgical equipment, endoscopic systems and systems for the diagnosis of osteoporosis, as well as devices for video capsule endoscopy.

In addition, the company is a service center – repairs devices, provides advice on their operation for medical personnel and conducts training sessions.


The brand has been cooperating with private and public hospitals for 24 years, providing them with high-quality equipment.


Over the years, Endomed has managed to serve more than 3,000 customers.
We started working with the organization in 2020, and one of the areas of promotion was setting up targeting in the social network Instagram.




Analysis and parsing of the audience


The company has a website, and is also promoted through Instagram. The page contains news, information and sales posts.


When collecting the audience, the following parameters were taken into account: gender, age, social status, field of activity and interests.


We used several sources for parsing:


1. Subscribers to the pages of your competitors

  • 2. People interested in these topics: medicine, endoscopy, gastroenterology, rheumatology and osteoporosis
  • 3. Medical organizations (selected addresses based on the « medicine » interest).

Using the collected categories and selected parameters, we created a look alike audience.


A Facebook pixel was also installed to collect visitors from the client’s site.


After collecting and segmenting the database, we started preparing texts and visualizations.


Development of advertisements


Images and videos play a key role in Instagram. They should be attractive, bright and catchy. We have created a number of creatives in the corporate style (red and white colors).

Examples of announcements

We had several campaigns, so the creatives changed every week.


We also wrote sales texts taking into account the wishes of the customer and the needs of customers, described the characteristics and advantages of the products.

Examples of announcements

The last stage was summing up the results and preparing reports.


Analytics and reporting


We provided the client with both interim reports and full-month totals. During the operation we monitored the reaction of users.


Each individual campaign was analyzed by performance parameters, which helped to make changes in time and offer ideas that will increase the number of requests and traffic to the site.


Now we are ready to take stock.




A month later, we are ready to share the results:

  • 1. The number of impressions was 54,875 thousand
    2. More than 1000 people clicked on the link
  • 3. CTR was 1.82%

Thanks to a competent approach, we were able to increase sales.


The main goal was achieved – the customer was satisfied with the resulting effect.




We will help you increase sales through various marketing channels. In addition to targeting, we also do contextual, viral, teaser, banner and display advertising.


Together we will achieve our goals!

How to choose marketing agency in Russia

Companies typically spend between 5-20% of their annual revenue on marketing and advertising. That’s a significant investment for any business, so if you are considering using a marketing agency make sure you choose the right one for your brand.   Deciding to hire a digital marketing agency is easy. The hard part is deciding which advertising agency to hire. Of course, you can start to collaborate with company in your region, but it is more efficient to find one in Russia, because only the local agency can really help you.   Here are a few things that can help simplify the decision-making process. In this article we will explain the most important criteria to choose the right marketing agency in Russia.   Services list   There are different types of marketing agencies, according to their specialty – from BTL to digital, but it is easier to hire a full-service one, because it can provide you all services that you can need.   You have to decide what type of agency you need. If you want to order a full range of promotion, including analytics, strategy development and implementation, or just promotion through several channels, then you should contact a full-service agency. If you need to order only one or two related services, then you should contact an agency that specializes in this.   Portfolio   Smart marketing agencies are proud of who they work with and the work they do. Furthermore, they typically display their partnerships for the world to see. You don’t necessarily have to know who their past clients are (bonus points if you do). But if you can’t find a list of previous clients or examples of their work, that may mean they haven’t worked with anyone.   So a client list is a good indication of their experience.   Team   Regardless of the type of services you’re after, it’s essential to make sure the agency you hire has the right team members to suit your project. For example, you wouldn’t hire someone to design a logo if they don’t have a graphic designer.   Also it is indispensable that all members of the team have enough experience and knowledge to do their work. So you can ask to introduce to you them, before starting a promotion of your business in Russia, during meeting in Zoom or in a real life.   Strong reputation   Testimonials and previous client reviews can give you deep insight into what working with that agency is like. They should be placed on the site of company.   Good-experienced marketers understand the importance of displaying them on their website. So, if you can’t find any, they may not have any previous clients, or they may not understand the industry as well as you’d like them to.   Moreover you can search for in-depth reviews on Google to see what others in the industry (and their past clients) say about their experiences with the agency.   Offer   The type of results…

Festive decoration of jewellery stores « Adamas »

The passability of the store and the level of sales directly depend on the competent external design of the point of sale. If you have a promotion or a festive event, but there is not a single poster, sign or garland on the door – it is unlikely that you will be able to attract a large number of visitors.   Today, using the example of the project for « Adamas », we will show what role the exterior design plays.   Goals and objectives   The goal is to create a festive decoration of retail outlets to increase the number of interested customers and strengthen the positive image of the brand in the selected regions.   Tasks:   1. Search and purchase of materials.2. Delivery and installation work.3. Photo report.   Geography: 79 cities in the Central Federal District, the Northwestern Federal District, and the Southern Federal District.   About the customer   « Adamas » is a Russian company engaged in the production and sale of jewelry. The brand structure includes a factory and a division of « Adamas-Jeweller », which is engaged in the sale of finished products.   Today, the organization has about 250 representative offices in all major cities of Russia.   Due to its large market weight, in 2014 « Adamas » was invited to take part in the Winter Olympic Games and produce medals for the winners. In the same year, the company prepared materials for awarding the finalists of the Russian Grand Prix (Formula 1 stage).   The company actively applies various methods for promotion, including using trade marketing tools. The brand turned to Clever marketing with the task of decorating store facades.   About how it was-read on.   Implementation   Search and delivery of materials   Decorating with balloons is a popular and effective advertising move that helps attract the attention of customers and motivate them to go inside the store to learn more about events, promotions and discounts.   The main goal is to evoke positive emotions in the buyer and give a sense of celebration.   This technique is also popular due to the low cost of materials, ease of operation and installation.   Our task was to find and purchase balloons in the brand’s signature colors (dark green, yellow and white) and deliver the materials to the site on time.   Design of places of sale   We created a garland of balls in the form of molecules. An unusual and colorful decoration was placed around the entire perimeter of the entrance door to arouse the interest of people passing by.   It is also important to take into account the location of the point of sale. What matters is whether the store is located in a separate building, or is located inside a supermarket or hypermarket. In both cases, the facades are in full view of visitors or street passers-by, so they need an attractive design.   Every week we visited new stores and made photo reports for each TT.   Reporting   As…

Internet marketing trends 2021 in Russia

Is it worth trying to look into the future and predict trends after the coronavirus pandemic suddenly turned everything upside down this year and showed how naive and unreliable assumptions and plans are? The world has reminded us of its unpredictability, but fortunately, at least digital marketing remains relatively stable, because it is online, where there is no coronavirus. Of course, it can also bring surprises, but we can already talk about some trends that are highly likely to play a significant role in 2021.   And so your attention is drawn to 5 the most important new digital marketing trends of 2021 in Russia, which will be in demand by all brands around the world.   Personalization   It is a controversial topic, but relevant, and will likely remain so in 2021. Already, most companies tend to show ads to the most interested users, and people want to see recommendations that match their interests, and are less worried that their smartphone is « following them ».   While some experts say that personalization is a perfect necessity, others warn that it makes it difficult to find and engage a new, not yet interested audience. Nevertheless, in 2021, we are very likely to continue to live in a world where not only advertising, but also the news feed or social networks are selected for us based on our tastes and preferences.   Native advertising in Social Media   It will still remain one of the key tools of digital marketing. It’s not just about partner materials or sponsored posts-native advertising is evolving at the speed of light and offers new ways to attract users to interact.   Interesting formats include funny masks and filters on Instagram, branded stickers, and native ads on TikTok, which is becoming an increasingly effective platform. Simple, interesting and most importantly useful content in popular and close to the audience social networks helps to increase brand awareness, trust and loyalty of consumers. For example, Netflix is actively developing an entire channel, The Swoon, on Instagram and YouTube, in order to attract the audience to its new direction – Asian TV series.   Video Content is a king   People like to watch videos. Not using their interest in this format is a serious mistake. However, competition in this area is growing rapidly, and we have to invent more and more original formats to compete with those who make truly professional content to attract an audience.   Among the pros is the Chanel brand, which recently released a video with the famous actress Marion Cotillard and accompanied it with a series of videos about how this video was shot, how a song was recorded for it and how the actress was made up.   Popular and useful YouTube channels are already hosted by the culinary brands Maggi and Heinz, which invites Ed Sheeran to advertise, the Russian perfume chain « Golden Apple », which makes videos together with bloggers, as well as the brands AXE, Samsung, Lego and many others.  …