Targeting on VKontakte for the service delidela.ru
Period: launching the project – June 2018, implementation – September 2018.
Purpose and objectives of project
The main goal of the project – launching new service for job seekers and employers delidela.ru in Russia.
Tasks:
- 1. Attract attention of users aged 14 to 18 to a new project with subsequent registration on the service.
- 2. Increase loyalty of the audience.
- 3. Increase awareness of the service.
Target audience of service
Men and women aged 14 to 69, with practical knowledge and skills. These are people who need part-time or temporary work, as well as people and organizations who are looking for performers to do various tasks or implement projects.
As a tactic to promote the service, it was decided to attract a younger modern audience. Today, young people want to be more independent and self-contained and try to find some additional income. This is especially actual for them during the summer holidays.
Realization
Targeted advertising in Vkontakte was chosen as a method of promotion, aimed at audience aged 14 and 18 who live in Russia and are interested in finding a job during the holidays.
The social network Vkontakte was chosen as one of the most popular among target audience in Russia.
An advertising campaign was developed and launched in Vkontakte, offering possible vacancies to schoolchildren and students during the summer holidays and inviting them to register on the new job search service.
Results
- 1. The total reach was 1 273 000.
- 2. Conversion: 25 847.
- 3. Increase in subscribers of community in VKontakte: 1 500.
- 4. CTR: 1,192%
- 5. CPC: 0,04 USD.
- 6. Budget of advertising campaign: 1 017 USD.
- 7. 9 000 were registered on the service.