Yandex Training Experts

The original hypothesis

[steps]

1. In attracting new customers.
2. In increasing loyalty to Yandex advertising products.
3. In the creation of a community of market professionals.

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Target audience

With or without experience of doing business online, interested in digitalization of their own or client’s business.

Plan for achieving the goal

1. Growth in subscriber base – with the help of targeting advertising and advertising from bloggers. Without the use of givens and other similar mechanics.
2. Creating and publishing content – two-week sprints to allow for flexibility in changes and more experimentation during the pilot (6 months).
3. Daily collection of statistics – at every stage of audience engagement: from viewing ads to signing up and submitting an application.
4. Ongoing testing – creatives in advertising to find the main values for the audience.

KPI

[steps]

• 27-100 thousand subscribers, based on their actual value.
• ER > 1%
• ERR > 5%
• Reach rate > 20%

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What did

for the time of the pilot:

• Developed a design guide.
• Launched 14 content plans (109 posts, 303 stories, 16 IGTVs).
• Determined the best rubrics on ER and ERR.
• We launched a conference with Yandex employees and experts on “How to promote small businesses online” in live broadcasts and IGTV Instagram.
• Created Taplink with Facebook Pixel installed to gather the audience, leading to application forms with Yandex commercial products and Yandex online training courses.
• Tested 33 creatives in targeting ads with a reach of 3.793 million people.
• Contacted 2,205 bloggers. Made 34 ads with a reach of 1.029 million people.
• Together with the Yandex team we launched and held a contest for entrepreneurs #yandex_historyyougobiznes, which collected more than 50 cases.

Results

[cloud tags=”Advertising coverage 4.759.228 people, ER = 1–1.5%, ERR = 3.5–5%, Total coverage of more than 6 million people, Reach Rate = 30–45%, Attracted from the Target 11.1 thousand people, The total number of social actions is more than 40 thousand, A total of 39.5 thousand people were involved, Attracted from bloggers to the account 28.4 thousand people”]

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Conclusions

Updated hypothesis

Team

[team]

1 Project manager

content and blogger team management, account management with Yandex, reporting

1 Analyst

We calculate all figures in the business (costs, payback, profit) in different scenarios, analyze competitors to form a competing strategy and improve positioning, form a work plan for 1 year

1 Blogger Relations Manager

account management and placement

1 Community manager

responses to comments and messages

1 Targetologist

launch targeting ads + analytics

1 Copywriter

content

2 Graphic designers