Yandex’s Instagram* Account
*Meta’s organisation is recognised as extremist and banned in the Russian Federation.
Niche
IT, online business, advertising
Location
Moscow
Target region
Russia
Project start
January 2020
Result
+39.5K followers gained in 6 months
Result
Exceeded planned engagement KPIs by 25%
Result
Total reach of over 6 million users achieved
Launching Yandex's Instagram* Account for Direct Audience Engagement
1
Acquire new customers
2
Build an engaged community of advertising professionals
3
Boost loyalty to Yandex's ad products
4
Identify effective audience engagement tactics
5
Develop a post-pilot growth strategy
Challenges Faced by the Team in Channel Promotion
Low influencer conversion rate
Only 34 out of 2,205 negotiations agreed to advertising collaboration.
Rejecting quick-win tactics
Deliberately avoided giveaways and contests for quality growth.
Platform restrictions
Instagram* promotion under Meta's ban in Russia.
Pandemic conditions
Project execution during COVID-19 and changing audience behaviour.
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Workflow Stages of the Implemented Strategy
- Stage 1. Pre-project Preparation
Identified key business objectives: Audience growth, loyalty, and community building.
Conducted target audience analysis (entrepreneurs, marketers) and competitor research.
Developed a content strategy and communication tone (accessible expert-level content).
Created design guidelines to ensure visual consistency across the account.
Prepared briefs for bloggers.
Stage 2. Launch & Content Production
Launched 14 content plans (109 posts, 303 Stories, 16 IGTV videos).
Implemented top-performing content categories based on engagement.
Hosted an online conference with Yandex experts (live streams + IGTV).
Created a Taplink with Facebook Pixel for audience targeting and lead tracking.
Stage 3. Targeted Advertising & Blogger Collaboration
Tested 33 ad creatives in targeted campaigns (reach: 3.8M).
Launched the #yandex_mybusinessstory contest.
Stage 4. Analysis & Optimisation (British spelling)
Identified top-performing content and expanded high-engagement categories.
- Developed a scaling strategy for post-pilot growth.
Performance Results Following the Strategy
This case study demonstrates that within just six months – without giveaways, artificial boosts, or even under Meta’s* restrictions – profitable channels can be built through systematic work with content, advertising, and blogger collaborations. Key results:
+39.5K followers
Organic audience growth over 6 months of work
6+ million reach
Total audience reach across all content formats
+25% above planned KPIs
Exceeded target engagement metrics
New product foundation
Account became basis for launching "Advertising Technologies"