Satellites plus review work — buyout plan delivered at 98% pass-through
Instead of expensive buyouts on the flagship card we proposed a grid of cheap satellite cards and agreed a photo- and video-review program. The buyout plan was delivered exactly, with pass-through held at 98%.
Expensive buyouts on the flagship card were breaking the economics
The seller needed to get the merged card group (skleyka) moving, but buying out the main, expensive card made promotion far too costly. We needed a cheaper way to feed the algorithm demand signals.
Cheap satellite cards inside the merged group
We proposed a grid of 7 cheap satellite cards inside the merged group: they give the algorithm the same demand signals but cost far less to buy out. Separately we agreed the photo- and video-review program.
Buy out a cheap item inside the merged group instead of the expensive flagship — the same signal volume, better economics. Plus systematic review work.
Satellite strategy
7 cheap cards inside the merged group instead of the expensive flagship — the same effect for less.
Photo and video reviews
We agreed the formats and pricing for reviews with photos and video.
Pass-through control
We watched moderation closely to keep review pass-through up.
We ran the project exactly to plan
We launched the satellite grid alongside systematic review work. The buyout plan was delivered exactly, pass-through held at 98%, and reviews came in at 50% of buyouts.
Buyout plan delivered, pass-through at 98%
Plan and timeline
Key project dates and delivered volumes against the agreed media plan.