Cases

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1,660 inquiries and 380 orders for a French goods store

ursulika.ru

instagram.com/ursulika.ru

What the client came with:

Ursulika.ru is an online store of goods from Provence. They import original tablecloths, candles, cosmetics, and other products directly from Provence, the heart of France.

What was done:

• Together with the team, we built their Instagram profile almost from scratch, designed it, and managed it throughout the first year — posts and regular Stories. We also handled the initial lead processing: filtering out trolls and inappropriate messages, replying to comments and questions, directing incoming leads to the correct section of the website, etc. Later, the client hired an in-house SMM specialist, and these functions were handed over to them.
• We created many advertising campaigns from scratch: website traffic, traffic to the Instagram profile, inquiries about products in Direct, and retargeting campaigns (bringing online store visitors back to the website and Instagram profile). We promoted tablecloths, cosmetics, натуральle leather products, and other goods.
• In total, we tested several dozen different hypotheses — promoting special offers, contests, sales, various product categories, and bundles. We identified which categories generated the main turnover, which products the audience responded to best from ads, analyzed all online store sales, and made conclusions based on the overall data.

The key metric was either a completed order in the online store or a targeted inquiry in Instagram Direct that could lead to an order.

Key results:

• We generated 1,660 inquiries from Instagram at an average cost of 380 RUB each. These resulted in 381 orders with an average order value of 8,500 RUB ($140). Some of the orders were repeat purchases, so the actual cost per order may in reality be slightly higher.
• We grew the Instagram account from almost zero to 5,500 real followers. That was not an initial goal — it was simply a nice side effect of the advertising investment, since all activity was carried out inside the Instagram profile. Not a single bot was attracted during the work :)

This is what the profile looked like:

Screenshots from the ad account:

There were two independent ad accounts, so the budget must be summed up.

6,602 inquiries for a school for teenagers in Moscow

tumo.moscow

instagram.com/tumomoscow

Trial lesson: tumo.moscow/tryfree

What the client came with:

TUMO is an international franchise of schools for advanced teenagers. At the school, young people study modern professions and build their first portfolio — design, programming, game development, etc. They have a very cool building in the center of Moscow and an interesting personalized learning program. Their core marketing is built around regular offline and online events. Specialists from Yandex, Timur Bekmambetov, Asya Kazantseva, and many other interesting speakers come to visit them.

The main product is education at the school under an individual program costing from $400/month.

They faced a shortage of attendees for their main regular events. The task was to attract people to free trial lessons and various events held at the school: open days, workshops, and lectures.

The biggest challenge was audience targeting. The students themselves are teenagers aged 12 to 18, but the decision-makers and payers are the parents. So we had to find parents of the right age and sell them the idea of sending their children to us. We also tried running ads directly to teenagers — that worked poorly.

What was done:

• A separate advertising campaign was launched for each school event (more than 130 campaigns in total!).
• In addition, always-on ads were launched for trial lessons — this is the main product for new clients, a free opportunity to get acquainted with the school program and teachers.
• A large number of website pages and offers were improved. Together with the client’s marketer, we reviewed and refined landing pages to increase ad efficiency. Almost every event was analyzed, and the messaging and offers were improved.

Key results during the work period:

6,602 inquiries from Instagram for various school events at an average cost of 398 RUB. The main product costs from $400/month.

Screenshot from the ad account:

Examples of launched ads:

1,159 inquiries for fitness memberships starting from $600 in Moscow

instagram.com/50gym_moscow

50gymmsk.ru and 50gymmoscow.ru

What the client came with:

50GYM is a large fitness center in the southwest of New Moscow with many different sports zones and activities. They sell annual fitness memberships with an average bill starting from 35,000 RUB ($600) and above. They needed leads for memberships in order to load their sales department and attract new clients.

https://www.instagram.com/50gym_moscow/

https://50gymmsk.ru/ and https://50gymmoscow.ru/

What was done:

• The core promotion approach was selling club memberships through temporary offers: summer discounts, holiday discounts, seasonal offers, etc. A separate ad campaign was created for each temporary promotion. We collected audiences only from nearby residential areas to make the leads as relevant as possible. At the same time, some districts and even entire regions on the map were excluded if too much spam or too many irrelevant inquiries came from there.

Key results during the work period:

• I generated 1,159 membership inquiries from Instagram at an average cost of $10 each.

Screenshot from the ad account:

Examples of launched ads:

Leads for a beauty coworking space from beauty professionals at $2 each

https://www.instagram.com/indi_place

https://indibeauty.ru

What the client came with:

INDI is a franchise network of beauty coworking spaces operating across Russia. They offer professionals in the beauty industry the opportunity to rent workspaces and provide services whenever it is convenient for them. In essence, it is like a regular coworking space with hourly payment, but equipped specifically for the beauty sphere — everything needed for manicures, hairdressing services, massage, etc. is available.

The main task was to provide new locations in the network with leads from professionals when a new venue opens. Another goal was to support the opening with advertising and inform people living nearby about the launch of the new space.

What was done:

• Provided new venues with a steady flow of leads.
• Ran advertising support and reach campaigns for nearby residents before launching new locations.
• Worked with 6 locations in different cities: Moscow, Kazan, Nizhny Novgorod, Ufa, Bryansk, and Cheboksary. Generated leads from beauty professionals for new openings at 150–300 RUB each.
• Managed about 250,000 RUB ($3,600) in ad budget.

Unfortunately, the screenshots were not preserved. Only the original ad creatives remained.

912 inquiries for a premium car rental service

instagram.com/vsem_prokat

vsem-prokat.ru

What the client came with:

VSEM PROKAT is a daily car rental service, including business- and premium-class cars. The main task was to collect booking inquiries for premium and business-class vehicles (average bill starting from 5,000 RUB ($90) per day). We worked across three cities in Russia: Moscow, Saint Petersburg, and Sochi.

What was done:

• Text for this section will be added soon

Results over a 3-month period:

912 inquiries at an average cost of 547 RUB ($9). The best-performing ad generated 179 inquiries at 272 RUB each.

Screenshot from the ad account:

333 inquiries from Instagram for glamping bookings in Sochi

instagram.com/les_glamping

lesglamping.ru

What the client came with:

LES in Sochi is a glamping and SPA destination. It is an unusual leisure format where the comfort of a good hotel is combined with wild nature and an ancient forest. The main task was to attract booking inquiries for the glamping site and promote events held on the property. The key action was either a booking through the reservation module on the website or an inquiry in Instagram Direct.

What was done:

• We created several ad campaigns: traffic to the Instagram profile and direct ads to the website.

Results from a 2-month ad launch (Dec ’21 – Jan ’22):

183 inquiries on Instagram at an average cost of 161 RUB.
150 inquiries to the website at an average cost of 350 RUB.

Screenshots from the ad accounts:

More case studies coming soon:

• Several thousand leads for preregistration in the online service for designers dprofile.ru
• 127 sales of unusual gifts on Wildberries and Ozon in 2 months
• 300 orders for the men’s goods online store greatrussianstyle.ru
• Launch of a hookah lounge in Sochi — idea, creative content, and advertising support for the launch

How to get started

Let’s start simple: a 15-minute introductory call. You tell me what the current situation is in your business and what tasks you have. If I understand that I can be useful to you, we’ll discuss the details. If not, I’ll give you initial recommendations for your situation. It’s free.

Discuss your project:

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