SOTANOVA
Initial Data
Objectives
- /01 Generate targeted leads for the purchase and construction of shelters for private homes (B2C) and business facilities (B2B).
- /02 Build brand trust by demonstrating manufacturing processes, certifications, and completed projects.
- /03 Educational function: explaining the advantages of modular concrete shelters over basement-style rooms.
- /04 Configure precise targeting for decision-makers (business owners, developers, heads of territorial communities).
- /05 Create a remarketing database, as the decision-making cycle in this niche is long.
Implementation Strategy
The strategy focused on a combination of rational arguments (safety, reliability, installation speed) and visual proof of expertise. For B2C, the emphasis was on family protection and interior comfort. For B2B, the focus was on legal compliance and ensuring business continuity for personnel. Ad campaigns were categorized by construction types: from private “bunkers” to large public structures.
Work Performed
Audit and Visual Safety Strategy
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Designed profiles in a restrained, reliable style: Highlights featuring technical drawings, the installation process, certificates of compliance, and reviews.
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Created a “Directions to Factory” map to increase business transparency.
Content Marketing and Demonstration of Reliability
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Produced a series of videos (Reels) from the production shop: reinforcement, concrete pouring, and structural testing.
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Developed 3D visualizations of shelter interiors to showcase comfortable furnishing options (ventilation, lighting, bathrooms).
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Prepared expert-led posts: “Why is a modular shelter safer than a standard basement?”.
Targeted Advertising Setup and Launch
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Launched “Lead Generation” campaigns (Lead Forms) to collect requests for individual cost estimations.
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Configured detailed targeting: owners of suburban real estate (B2C) and heads of industrial/educational institutions (B2B).
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Utilized geo-targeting for regions with the highest demand for protective structures.
Funnel Management and Retargeting
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Configured Meta Pixel to track website visitors who explored the “Projects” and “Prices” pages.
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Established an automated Messenger response system to provide quick answers to common questions about construction timelines.
Analytics and Optimization
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Implemented weekly Cost Per Lead (CPL) reporting and lead quality analysis in collaboration with the sales department.
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Optimized ad creatives: replaced static banners with dynamic installation videos, resulting in a lower cost per action.
Results
| Established a steady flow of high-quality inquiries for cost estimates on various shelter types. |
| Increased brand awareness of Sota Nova as an expert in the rapid construction of protective structures. |
| Enhanced audience loyalty through transparency in manufacturing and detailed technical consultations in comments. |
| Received direct inquiries from business representatives through professionally configured Facebook and LinkedIn targeting. |
| Created a foundation for scaling: tested ad combinations allow for the rapid acquisition of customers whenever new standard shelter designs are introduced. |
Analysis and validation of results
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