Marketing Campaign on VKontakte
Hair Transplant Target Audience Profile
Website:
Niche:
Digital marketing in B2C / Social media promotion
Location:
Moscow
Geography:
Russia
Budget:
17,203 RUB (ad spend)
Project Start:
2022
Result:
cost per lead reduced to 300 RUB
Result:
increased leads with minimal budget
Result:
improved quality and spam filtering
Getting hair transplant leads through VK at half the current cost
1
Generate initial leads via the marketing platform
2
Ensure lead quality by eliminating spam
3
Identify effective creatives for a cold audience
4
Increase brand reach and awareness on VK
Challenges in optimising the advertising campaign
Poor-quality leads and high spam levels
Large volume of non-target inquiries reduced campaign effectiveness.
Ineffective creatives for cold audiences
Initial creatives failed to capture potential customers' attention.
Low quiz conversion rate during launches
Users weren't completing the funnel journey to submission.
High cost per lead in initial phase
Lead costs reached up to 3,000 RUB per acquisition.
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Back
The scope of work was divided into 4 stages
- Stage 1. Competitor and market analysis
Objective: Assess the potential of the VKontakte advertising platform
Actions taken:
Analysed competitors in the following niches: hair transplantation, alopecia treatment, and men’s cosmetic services
Studied the mechanics of the VK marketing platform: selection of communities (publics), pricing, and ad placement algorithms
Defined the key objective: generate test leads and reduce cost per lead (CPL) by 50%
Stage 2. Creating and testing the first funnel
Objective: To verify whether the channel is effective
Actions taken:
Developed a conversion sequence: → promotional post in a community → traffic directed to a marketing quiz (landing quiz) → lead submission for a free consultation
Prepared creatives focused on the core problem: “What to do if your hair is falling out?”
Launched a test campaign across 4 communities in the “Health” and “Beauty” niches
Results:
Reach: 20,632
CTR: 0.22%
Leads generated: 8
Cost per lead: up to 500 RUB
Conclusion: The channel is viable — ready for scaling
- Stage 3. Scaling up
Objective: Increase the volume of leads
Actions taken:
Expanded reach to 454,000 — launched posts in larger communities
Promoted across topics: “Health”, “Beauty and Fashion”
Redesigned the quiz: added clarifying questions and disabled the option to skip steps
Results:
Reach: 454,000
CTR: 0.09%
Leads generated: 5
Cost per lead: up to 3,000 RUB
Conclusion: Leads were no longer spammy, but the cost remained high at up to 3,000 RUB per lead
- Stage 4. In-depth funnel optimisation
Objective: Reduce cost per lead (CPL) and improve conversion rates
Key changes:
Creative refresh
Implemented the same creatives that had proven effective in targeted campaigns, but adapted them to appear more native within the VK feed
Added "before" photos showing typical hair loss patterns — to maximise audience identification
Removed all filler text, leaving only clear, concise messaging: “Hair transplantation — from 99,000 RUB. Scar-free. Growth guaranteed.”
Quiz optimisation
Redesigned the entire funnel:→ Added before-and-after photos→ Strengthened engagement-focused questions→ Made all steps mandatory — to filter out spam and low-quality leads
- Audience targeting overhaul
Shifted focus away from general “Beauty” topics — redirected efforts towards male-dominated interests:→ “Sports”→ “Business”→ “Science and Technology”
- Selected communities (publics) with a high proportion of male users
Results of working with the VKontakte marketing platform
As a result of six months of work with the VKontakte marketing platform, we not only achieved our target KPIs but also established a sustainable customer acquisition system.
Key results:
300 RUB per lead
10x reduction in cost per lead from initial performance
+200% efficiency
Increased lead volume with minimal advertising budget
85% lead quality
Improved lead quality with virtually complete spam filtration
New acquisition channel
VK marketing platform established as stable customer source