Infomedia about People of Central Asia — Wecom.agency
A media company that covers topics such as business, careers, studying abroad, new trends, and talents across Central Asia.
Wecom.agency includes 11 media brands that also cover lifestyle content in cities across Central Asia, including:
As the client positions it:
"Our content isn’t for everyone. We focus on a modern, progressive audience. We don’t publish negativity."
To attract a new audience for future commercial interaction.
KPI: Subscriber acquisition cost between $0.10–$0.30.
We began with two pilot projects: gorod24_astana and we_project.
The agreement was: if KPIs are met, the client would allocate budget for two additional projects — gorod24_tashkent and office_creativeasia.
Before launch, I decided to test two hypotheses:
- Create ad creatives with a direct subscription offer
- Promote organic posts with the highest engagement on the profile
The main difference between we_project and gorod24_astana is their target scope:
Since the Astana budget was $100 less, I chose to promote only posts there, and for we_project — both posts and dedicated creatives.
Examples of Creatives for we_project:
Examples of Posts for we_project:
Examples of Posts for gorod24_astana:
Results – we_project:
Promoted posts outperformed creatives.
Astana's performance was slightly lower:
However, there was a noticeable difference in overall performance between the two projects, which led me to question why.
I tested many different posts in ads — most delivered similar results.
I believe the difference stemmed from audience size:
- For Astana, I could target up to 1 million users
- For we_project, the audience reached 7 million+ across Central Asia
In any case, I met the KPI — and significantly exceeded it for we_project.
we_project: $0.04 per subscriber
Office_creativeasia & gorod24_tashkent:
Since KPIs were met in the first month, the client handed over two more projects for promotion: office_creativeasia and gorod24_tashkent.
The strategy remained the same:
Results — 1st month (office_creativeasia):
Results — 1st week (gorod24_tashkent):
At first glance, the tashkent results looked promising.
However, the client noticed a trend of high unsubscribe rates.
Yes, other projects also had some churn, but not at this volume.
As a result, two weeks in, we made the decision to pause promotion for gorod24_tashkent and focus on the other three projects.
Ad Account Screenshots: We_project
