Background and the brief

Agriparts is a spare parts supplier and service solutions provider for agricultural equipment (originally Italian company).With 20+ years in the market, the company serves farming enterprises across Russia. The company’s leadership decided to invest in proactive marketing — and alongside other initiatives, the partnership with our agency began.

At the outset, the primary client flow came through word of mouth (a channel that’s hard to overestimate in B2B!) and Yandex advertising. Social media accounts existed but were managed sporadically due to the team’s overall workload. On top of that, creating social media content about spare parts is a uniquely challenging task. The product range is vast, but the day-to-day reality of warehouse operations and sales is fairly routine. Building compelling content on that foundation is no small feat. We needed to establish brand trust, package the company’s expertise, drive subscriber growth and brand touchpoints, and most importantly — support sales through content.

What we did

Content strategy:

We structured content around four key pillars:

1. Value and client focus — answering FAQs, showcasing product range, sharing practical recommendations
2. Expert perspective — commentary from the CEO, market analysis
3. The living brand — the team, behind the scenes, day-to-day operations
4. Events and activity — exhibitions, webinars, industry events

We established a consistent publishing cadence and launched targeted subscription ads on VK.

We packaged the company’s digital product for social media — Agribot, a bot for ordering spare parts.

In our communications, we actively promoted the client’s internal service for automating orders. This became a powerful content asset and a compelling sales argument.

In parallel, the company continued to build visibility through media coverage and the launch of an educational division (this happened independently of the agency, but regularly provided us with newsworthy content for social media). The result: all marketing streams reinforced each other, creating a synergistic effect.

In the first 6 months, we gained +2,400 followers across all social platforms, generated over 400,000 content views, and clients began directly mentioning social media in conversations with sales managers.

Year-one results

Targeted advertising from April through December 2025 showed consistent efficiency gains and channel scalability: over 798,000 impressions and 2,449 clicks, with an average CTR of 0.19–0.35% trending upward by year’s end. We significantly reduced cost per click: from ₽68–93 in May → ₽26–32 by December 2025. Cost per subscriber improved from ₽133–171 in May → ₽63 in December. November–December delivered peak VK volume: 548 followers in just 2 months.

Social media growth (March 2025 → March 2026):

• Telegram: 453 → 513
• Instagram: 928 → 963
• VKontakte: 8 → 2,168

The bottom line: we didn’t just launch ads — we built a systematic optimization engine:

• Reducedacquisitioncostsby2–2.5×
• Grewthesubscriberbaseexponentially
• Established a stable, scalable growth channel

Targeted ads evolved from an experimental tool into a fully operational audience acquisition source. We helpedtheclient:

• Amplify sales through content and expertise
• Build trust in a complex B2B niche
• Createconsistentaudiencegrowth

Social media became more than just a presence channel — it became an integral part of the business system.