Ivanor, a multi-brand tire and disc marketplace, found itself in an increasingly competitive and changing market environment in 2024-2025. In order to not only maintain but also strengthen its position, the brand, together with the digital agency Traffic by Okkam, launched a comprehensive promotion strategy aimed at sustainable growth.
The main objective was to increase the volume of online sales while controlling the cost of customer acquisition (CPL) and maintaining a high share of the Ikon brand. The agency has built its work in three key areas: deep analytics, detailed segmentation, and smart automation.
First, the team developed a dashboard that displays the user's full path from the first touch to the final order, including the behavior in the shopping cart. Given the seasonal demand for tires, the data was updated daily, allowing for quick adjustments to advertising settings.
The next stage was the construction of a hypersegmented advertising structure: 580,000 ads in 190,000 groups adapted to 42 regions of Russia. The activity of the ads was automatically adjusted depending on the availability of the product in a particular city. Weather parser scripts and a tool for cleaning inefficient sites in YAN were also used.
The campaign focused on the lower stages of the sales funnel. All highly effective search queries have been redeemed, and YAN advertising strategies have been adapted to the behavior of specific models. Brand queries were enhanced by optimizing for clicks with an expanded budget, ensuring high coverage.
The results speak for themselves: sales through context increased by 14% in 2024, and by 35% in the spring of 2025. At the same time, CPL was reduced by 5% compared to last year. 74% of the traffic was for irrelevant brand queries, which indicates the attraction of a new, high-quality audience. And the share of the Ikon brand in terms of context has overtaken organics by 13%.
This case confirms that even in an unstable economic environment, a business can achieve tangible results if its promotion strategy is based on data, flexibility, and fine tuning.
