How we gained 39.5K followers in 6 months and attracted customers for Yandex



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ROMI

1600%

ROMI

600%

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.

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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"



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