Case SMM

Artistic Studio “Promotion”

2

hot leads
a day

51

leads for
the campaign

23

working days

Project description

We have not pleased our subscribers with cases for a long time, therefore, on my legal day off, I sit and form one of our projects into a full-fledged case. This time, our client was the head of the dance, theater and vocal school “Promotion” from Kazan. He contacted us at the end of November 2016.

A TASK

It was the most banal: increase the number of students in the group and receive daily leads from social networks; increase activity in the group and fill the group with the target audience.

PROBLEM

There were no obvious problems, and in the process of work there were no pitfalls, everything went well.

THE TARGET AUDIENCE

AGE:

from 3 to 17 years old (boys / girls) - the main directions.
GEO:

Kazan, Tatarstan, Russia
SOCIAL STATUS:

STATUS mixed.

Most often bought by: Parents of toddlers (from 3 years to 6 years)

P.S. Of course, we received more information, but this is so, in a nutshell, so as not to burden you)

How we collected bases:

We collected women living in Kazan who have children from 3 to 11 years old
Gathered children from 11 to 17 years old

P.S. Who cares how we collected them, by what groups, with what requests, etc. just write to the PM of the group, we will describe everything in more detail, we will provide all the groups, how many bases turned out, how much test, etc.

WHAT WE DID

Creating and designing a community
Filling the community with content
Attracting targeted subscribers
Launch of advertising in VK and FB leading to the community
Launch and distribution of the promotion to groups with the target audience
Community moderation and work with the audience

WE MADE A COMMUNITY

WE MADE THE PRODUCTS

WORKED OUT A STRATEGY

We worked out a content strategy, since we attracted mothers to the group, then all the content was focused on mothers and children.

We launched interactive posts to interact with the target audience and, as you can see, received a response from it:

SHOWED PROFESSIONALISM

We showed in the posts what professionals work in this school, and the target audience liked it!

ATTRACT TARGET SUBSCRIBERS

We attracted targeted subscribers according to the database we collected (whom we collected is described above)

We started working on November 23, when there were 7,492 members in the group, and for a month of work (we decided to take the result for a month of work), there were already 8,376 participants in the group!

In total, in a month of work, we received 884 targeted subscribers, although our goal was to attract the warmest possible leads, and subscribers to the group acted as a bonus to work.

Usually, we make at least 1500 target subscribers per month, and a maximum of 3000, but it was hard with the target audience, they didn’t really react to the group itself.

According to the head of the studio, they bought 1500 offers for themselves at the beginning of the group, so the % of the target audience in the group is only 86.19%

LAUNCHED TARGETING ADVERTISING

We launched targeting ads for promotional posts, sewing UTM tags into the link so that the client could accurately track where the person came from.

Unfortunately, we cannot show you the statistics, because our targetologist archived it …

(Damn, very bad, because the statistics there were good)

Oh well, next time we’ll throw more!

We set up targeting not just for a promo post with a link, we launched it with a poll, so that later we could unsubscribe to people who voted but did not follow the link and continue the dialogue with them. As practice shows, this is a very good way to process objections and close a person. We post the same post in groups so that a person can go to the site if he is interested and vote if he has doubts or is lazy.

So that there is no doubt that we are telling the truth, we found one screen in the correspondence with the client so that you can look at the statistics

(one transition turned out to be $0.10, but there is +, because we received additional subscribers to the group for this money)

WHAT WE RECEIVED IN A MONTH OF WORK

We got:

884 targeted subscribers
22 applications directly from the site (according to the client)
29 leads from store manager and guerrilla work

TOTAL

In the screenshots you can see the result for each lead in the table.

In total, we received 51 leads

To be honest, this is our worst indicator in terms of the number of leads in SMM, but after monitoring cases with such a target audience, we found that we have a very good indicator when compared with others. Soon we will start packing all our cases, where you will see what we are doing and 300 leads to the dance school, and the group is growing by 2000 people, but there the target audience is not children and not mothers.

In any case, the client was satisfied, and that’s good!

– If you look at the screenshots, you will see that we have increased the activity in the group very well.

Summing up

We were able to achieve the goal set before us, and the client was satisfied.

Project cost - $400

2

hot leads
a day

51

leads for
the campaign

23

working days

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