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SPC-GLOBUS

Initial Data

Age of the website:
6 years
Business Type:
Manufacturing (B2B, B2C) — innovative products for selective and efficient sorption (oil spill response, water/soil remediation, household sorbents).
Target region:
Ukraine
Direction:
Meta Ads Advertising (Facebook, Instagram)
At the project’s start:
social media was not utilized as a sales tool. The complexity and niche nature of the product required a specialized content approach to make advanced technology understandable to both professional ecologists and engineers (B2B) and everyday consumers (B2C).

Objectives

  • /01 Increase brand awareness as a Ukrainian manufacturer of high-efficiency sorption solutions.
  • /02 Generate targeted leads in the B2B segment (industrial enterprises, gas stations, logistics companies).
  • /03 Stimulate retail sales through the online store for household use.
  • /04 Create expert content demonstrating product advantages over alternatives (absorption speed, sorption capacity).
  • /05 Set up an analytics system to track website traffic and conversions.

Implementation Strategy

The strategy was built on “visual proof of efficacy.” For a technical product, video demonstrations work best: showing a sorbent instantly absorbing an oil slick on water or lubricant on concrete. Advertising campaigns were divided into two vectors: “Environmental Safety for Business” (B2B) and “Effective Cleaning for Home/Garage” (B2C).

Work Performed

Audit and Communication Strategy Development

  • Identified key audience segments: from health and safety managers to private auto repair shop owners.

  • Optimized profiles with a professional aesthetic, emphasizing certification and environmental sustainability.

  • Created Highlights featuring laboratory test results and video instructions.

Content Creation and Product Demonstration

  • Conducted a series of product “crash tests” filmed as Reels to visually demonstrate sorption speed.

  • Prepared infographics comparing the economic benefits of “Globus” sorbents against sand or sawdust.

  • Developed B2B promotional offers: free samples for on-site industrial testing.

Targeted Advertising Setup and Launch

  • Launched “Lead Generation” campaigns for B2B (collecting enterprise inquiries).

  • Configured “Catalog Sales” campaigns for retail products on the website.

  • Utilized detailed targeting by job titles (Chief Engineers, Ecologists) and interests (Ecology, Industrial Safety, Auto Repair).

Retargeting and Funnel Management

  • Configured Meta Pixel to “re-engage” website visitors who studied technical specifications but did not place an order.

  • Created special offers for wholesale buyers who interacted with content for more than 30 seconds.

Optimization and Analytics

  • Regular analysis of Cost Per Lead (CPL) and Return on Ad Spend (ROAS).

  • Audience adjustments based on data from the most active regions and industrial sectors.

Results
Established an image as a reliable Ukrainian manufacturer offering innovative sorption solutions.
Secured a stable flow of inquiries from the industrial sector for comprehensive OSR (Oil Spill Response) equipment kits.
Increased direct sales via the online store through viral video content demonstrating product efficacy.
Enhanced audience loyalty by providing valuable expert content on environmental standards.
Built a foundation for international scaling through a refined social media product presentation system.
Established an image as a reliable Ukrainian manufacturer offering innovative sorption solutions.
Secured a stable flow of inquiries from the industrial sector for comprehensive OSR (Oil Spill Response) equipment kits.
Increased direct sales via the online store through viral video content demonstrating product efficacy.
Enhanced audience loyalty by providing valuable expert content on environmental standards.
Built a foundation for international scaling through a refined social media product presentation system.

Analysis and validation of results

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