Case study
Smiona: a new skincare brand that sold on launch day
Smiona is a natural face-care brand started by a family from Mrkonjić Grad, Bosnia and Herzegovina. We built the website and its shop, set the launch up to be found and measured, and gave the founders one panel to run the brand from. The first customers bought on launch day.
- 275+visitors on launch day
- 28clicks from Google on launch day
- 12five-star reviews from their first customers
- 5sales on launch day, with no paid ads
Launch-day figures from Smiona's analytics in TOMICZ CMS and from Google Search Console. The visitor count is a minimum: phones sharing one mobile network can count as a single visitor.
The challenge
Real products. No name online.
Smiona had six products, printed labels and a first circle of happy customers, but nowhere online to send anyone. A brand nobody knew yet had to look as trustworthy as its products, make ordering effortless, and turn its launch into customers, not just likes.
- Client
- Smiona, natural face care
- Market
- Bosnia and Herzegovina
- Language
- Serbian
- Runs on
- TOMICZ CMS
Our strategy
If you can't sell locally, you won't sell globally.
Most new online shops try to sell to the whole world from day one, and end up selling to no one. We went the other way. People in Mrkonjić Grad know Ognjen and Sanja, so we started the launch at home and gave it the weight it deserved: an interview on the local news portal, the founders' story on the site and their first customers' reviews on the home page. People bought from faces they know and trust, and that is why the launch worked.
What we did
Three things that made the launch work
Make a new brand look established
A calm shop in the brand's own colors. Every product shows its price and the text from its label, the founders tell their story, a skin-care routine shows what to use morning and evening, and reviews from the customers who bought before launch were on the home page from day one, with every product page taking new ones. Trust comes before the sale.
Make buying effortless
We built buying around cash on delivery: add to cart, pay the courier, and Smiona confirms every order by phone. Customers can also send an order straight to Smiona over Viber or WhatsApp, and their account keeps the cart on any device and lists past orders.
Make the launch count
Every product has its own page that Google reads with its price, a blog answers what people search for before they buy, and every visit is measured without tracking cookies by the analytics in TOMICZ CMS. On launch day we could see exactly where people came from and what they did next.
In the press
A launch people saw
On launch day MG Forum, the local news portal, interviewed the founders and shared the story on Facebook and Instagram. Not a single ad was bought: every visit was organic, and every click landed on a shop that was ready to sell.
Read the interview on MG Forum- 13,076people reached by the Facebook post
- 31,544views of the Facebook post
- 7,620people reached by the Instagram post
- 15,698views of the Instagram post
- 1,537opened the interview from Facebook
- 300+followers on Smiona's Instagram
Figures from the posts' own Facebook and Instagram insights and Smiona's Instagram profile.
In the client's words
5 out of 5
When you want to build a serious brand, this is the kind of collaboration you need to turn your goal into reality. Darko is disciplined and responsible, and he follows through on what he tells you or promises to do. The site's features and the view into its development, all the statistics, requests and changes: everything is visible, accessible and easy to use. Darko is there to listen and advise you, but in the end he does what the two of you agree on as a compromise. He never pushes his own ideas, and at the same time, if you listen to him, you can hear very useful things that are invaluable for growing your brand.
Highly recommend TOMICZ: working with him means guaranteed brand growth. I'm proud of what we're doing. Visit smiona.com and see for yourself.
OgnjenCo-founder, SmionaUnder the hood
The founders run it themselves
Smiona runs the whole brand from TOMICZ CMS: products, prices and sales, orders, reviews, the blog and the scripts for their videos. When they want something changed, they send a request from the same panel and follow it to done. New ideas go on a shared board we plan from together.
The shop module was built for Smiona. It is now part of TOMICZ CMS, so the next client who wants to sell online starts from it.
- E-commerceProducts, prices, sales and orders
- Customer accountsCustomer sign-up, sign-in and saved carts
- ReviewsReviews on the site and on every product
- BlogArticles about skin care
- SupportChange requests, followed to done
- BrainstormA shared board for new ideas
- Content StudioScripts for their short videos
- AnalyticsVisits, without tracking cookies