We have been working with this client for many years — we developed the company’s very first website back in 2009. Two years ago, our digital marketing team began promoting the company on social media.
We integrated SMM and targeted advertising tools to grow the audience and raise awareness about new products.
- Create a positive brand image in the eyes of the target audience.
- Increase brand awareness among a younger demographic.
- Build trust between the brand and customers through social media content.
- Grow the company’s VKontakte follower base.
Of course, we started with developing an SMM strategy.
We analyzed competitors’ accounts and crafted detailed audience personas. We defined the Tone of Voice, Big Idea, and Key Message. We developed content based on audience interests, worked out advertising formats, and shaped the brand’s communication style.
We set up the VKontakte community.
We built an active community that supports the brand and cheers for the ’products we grew up with’ — milk and sour cream.
- Life at the factory and the production process.
- Useful information on healthy eating.
- Unusual facts about dairy products.
- Promotional posts about the farm’s products.
- Light, humorous content.
The main tool for attracting a new audience was targeted advertising on VKontakte.
We launched ad campaigns in a standard format: testing various targeting strategies, aiming at competitors’ followers and those from the brand’s old group. We used the ’Interested Audience’ feature, which creates a look-alike audience based on community interactions.
At first, we ran static image ads focusing on core dairy products. These early campaigns delivered solid results thanks to overlap with other company audiences and the old community — but they soon reached saturation.
We remembered that while many people in Novosibirsk and the region know the company well, few realize that 'Irmen' also produces meat products like dumplings, manty, and sausages.
10K
Our targeting specialists developed the concept: ’Irmen — not just about milk.’
We produced two creatives: a static image and a video from the dumpling production facility.
This helps diversify the content shown to target audiences. The dumpling video remains the top performer, but in some reporting periods, the sausage video outperforms it. For this reason, we keep both running, even though the cost per subscriber is slightly higher for the sausage ad.
The client now has an effective platform for audience engagement that continues to grow steadily.