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The cooperation lasted 2 years - from March, 2019 to March, 2022.
Our goal was to maintain and promote the project's social media:
— Instagram
— VK*
— is a family hotel in Berdsk (30km from Novosibirsk, Russia) offering outdoor recreation.
Borviha
*VK is a popular social network in Russia and CIS.
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With the help of targeted advertising, we increased the audience in profiles, worked on its loyalty, and talked about promotional offers in the content, thanks to which we filled the hotel with guests.
At the end of each month, the base of vacationers was checked for interaction with advertising using Facebook Offline Conversions tool, and the return on investment was calculated.
How we achieved an offline advertising ROI of 24.28
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Targeted advertising
SMM
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Background:
2.
3.
Separation from the competitors with the help of a visual component
1.

— Comfortable country hotel

— 15k followers on the Instagram profile

— Geo-restriction for potential guests

— Weekly reach of the profile is about 3.5k people


Informing the audience about the hotel services using an additional communication channel (social networks)
Goals
Working with audience loyalty through promotional offers that could only be used through social networks
What we did:
Before starting the main work, we:
Developed a visual concept for maintaining profiles in social media profiles based on an existing brand book;
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Formulated a TOV, the main topics, and headings for future posts and stories, and described the target audience for targeted advertising.
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Created a strategy for maintaining and promoting the brand, in which we analyzed competitors and the current work of Borviha's account;
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Monthly content planning and content publishing.
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We tested lead generation for booking holiday rooms, and different campaigns showed different results. At the same time, there were continuous runs of promotional posts, which allowed us to attract target traffic, as well as to digitize it through offline sales using Facebook Offline Conversions tool. As a consequence, it was decided to generate new followers and sales by promoting Instagram posts from the profile.
Instagram was chosen as the main promotion platform:
H
Case in numbers:
More than 13,400 attracted subscribers from targeted advertising with an average cost of ~$0,57
CR from visits to subscription
%
15
$
average cost per 1000 impressions (CPM)
3
,95
1,
0,0
$
average cost per click (CPC)


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