Background

The company’s marketing lead first encountered Natalia Golik at a business conference and reached out to the agency in April 2025 for website improvements ahead of an ad launch, plus ongoing SMM support. The in-house marketing team was stretched thin, and social media activity had been inconsistent. The product itself is highly complex, ultra-niche, and largely «invisible» — making compelling content a real challenge.

The brief

Build a strong digital presence for the company:

• Launch and grow social media channels, driving brand awareness
• Generate a steady flow of followers and genuine interest in the product
• Support HR efforts through social content (the company employs a large team of developers and is constantly hiring — so social media also needed to position the brand as an employer of choice)

What we did

1. Built the foundation for digital marketing
   Alongside social media, we started with the fundamentals:
   We set up analytics (Yandex.Metrica, Google Analytics), configured goals and user behavior tracking, conducted a competitive analysis, and gathered best practices and commercial elements for implementation. This allowed us to align marketing, the website, and social media into a single ecosystem.
   Competitive social media analysis helped refine the content strategy. We introduced recurring content pillars: «Products & Solutions» — explaining complex IT products in plain language; «Cases & Projects» — showcasing real-world experience; «Expert Insights» — thought leadership from team members; industry event coverage; educational content on manufacturing automation and digitalization; and interactive formats including polls and engagement-driven posts.
2. Launched and systematized social media
   VKontakte — built from zero: created the community, established a consistent content calendar, and implemented a partner repost strategy (tagging partners → earning additional reach).
   Telegram — growth through engagement: leaned into interactive formats (polls showed strong response), began publishing news and case studies on a regular basis, and carefully integrated partner mentions.
   LinkedIn — HR and thought leadership: this platform is widely used in the client’s industry, making it a natural fit. We amplified expert content, posted a job opening (IT Project Manager) → received a strong response, then leveraged the channel as an ongoing recruitment tool, boosted by company leaders reposting content on their personal pages.

Throughout the engagement, we adapted the strategy to the realities of the niche:

• Long sales cycle → emphasis on trust and expertise
• Complex product → simplified messaging without losing substance
• Narrow audience → leveraging partner networks and precision targeting
• HR priority → integrating job openings into the content mix

Results

Social media growth (April 2025 → March 2026) — VK growth driven by targeted ads; all other platforms achieved 100% organic growth through compelling content, an active offline subscription campaign, and platform algorithms:

• VKontakte: 0 → 719 followers
• Telegram: 47 → 118 followers
• LinkedIn: 90 → 120 followers
• YouTube: 15 → 24 subscribers

The targeted ad performance in this case is particularly noteworthy — it reflects exponential growth in views and a dramatic drop in cost per subscription once «real people» appeared in the content.

When we first started, the company had no video assets, so we had to get creative: producing clips from thematic stock footage, leaning into text-based formats, and more. Targeted ads were expensive. But as soon as the first industry event took place after launch and the team captured on-camera interviews with their leaders at the booth, we were able to incorporate that into ad campaigns — and the results were exceptional

:

Targeted ad performance

June 2025 (launch phase, no authentic video content):

• Cost per click: ₽87.4 | New subscriptions: +15 | Cost per subscription: ₽180.63
February 2026 (employee video + optimized campaigns):
• Cost per click: ₽15 | New subscriptions: 255 | Cost per subscription: ₽35!
We reduced cost per click by nearly 6×, cut cost per subscription by more than 5×, and increased subscription volume by 17×.

The bottom line

Over the course of one year, we: built social media channels from the ground up, established a systematic content marketing engine, strengthened the brand through expertise and case studies, activated partner-driven traffic, and transformed targeted ads from an experimental tool into a reliable growth channel. And perhaps most valuable of all — we shifted the team’s mindset around content creation. They now see the value of social media and actively participate in filming. As ofApril 2026, thepartnershipcontinues.