The City of Masters is a manufacturer of entrance doors and plastic windows in Novosibirsk with 25 years of experience.
The company also installs its own products.
The client applied for promotion on Instagram, the launch of the project was scheduled for May 2021.
First of all, we identified the role of content in promoting the company. After testing the hypothesis, a sales funnel was established:
- Targeted advertising attracts an interested customer.
- An interested customer studies the content on Instagram, and trust in the brand arises. The user navigates to the website.
- On the website, the client examines the catalog and purchases the product.
We track the audience at each stage of the funnel in order to launch repeat ads to potential customers.
3
The cost per lead decreased by 3 times by the end of March.
- 182 published posts
- 0.42% ER
- 1.53% ERReach
- 1756 likes
- 150,118 people — coverage
- 223 comments
- 312 saves
In March 2022, a decision was made to change the promotion platform.
The client already had a VKontakte group, but there was no activity in it.
The first thing we did was create the navigation menu and widget. The menu helps the client to navigate the group immediately, and the widget suggests that we are ready to answer any question.
Most VKontakte users log into the social network from a PC, unlike Instagram users. That’s why we changed the image formats and adapted the content to the desktop version.
In our experience, VKontakte stories work several times worse than on Instagram.
But there is a "Plots" tool on the platform: an alternative to highlights, which allows you to save stories. We began to publish stories in "Plots" that will not lose their uniqueness over time: door terminology, the history of doors, stories with characters.
The stories still didn’t attract attention at the moment, but over time they collected views.
We filled out the VKontakte product cards.
We also used a toolkit of articles.
We filled out the "About the Company" blocks, provided links to articles, and marked them with UTM tags.
We started conducting surveys and contests.
Some of the creatives that were already tested on Instagram performed well on VKontakte. Content continues to prove relevance and expertise, and target remains the main source of leads.
We have enabled a unique VKontakte toolkit — contextual targeting.
The number of the audience is actively growing even after a short period of work. The contest alone, which did not include a subscription, brought up to 70 new subscribers.
Now the VKontakte advertising auction is very "overheated" — the cost of the lead has increased, but the average check has increased 2.5 times.
- 57 publications
- 1.32% ER
- 2.17% ERReach
- 27,871 people — coverage
- 165 comments
- 111 reposts