Yandex Training Experts

The original hypothesis

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

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