BIG MISHKI PL: a test entry into the Polish market with 799% ROAS

BIG MISHKI is an online store of large plush toys.

Task

Run a test ad launch in Poland and get the first data on the target audience, conversions and payback. Test budget — $500, duration — 14 days.

Our solution

• We segmented the audience into Ukrainians in Poland (split into sub-segments), Russian-speakers in Poland and Poles themselves.
• We prepared many creatives in three languages (Polish, Ukrainian, Russian) in different formats: static, video, UGC, customer reviews.
• We created a full copy of the Ukrainian site in Polish, adapted for the European market, and installed a pixel to collect data on the needed conversions.

We built the ad account from scratch, split the budget equally between segments, launched campaigns on broad and interest-based targeting, and — once we had a data set — added retargeting.

Result

Already in the first days we saw excellent payback among the Ukrainian- and Russian-speaking audience. We paused those segments and directed the rest of the budget to Poles. Test summary: on a $500 budget — a projected revenue of $3,995 and 799% ROAS.