Social media management, targeted advertising
Shchelkovo Agrokhim approached us for social media management in April 2022. The company had been running a VKontakte community, publishing content about their products and events. However, reach on VK remained low, and targeted subscription ads weren’t delivering the desired results.
Create social media content based on the client’s existing materials. Growthe VK subscriberbase.
The company had no shortage of source material: an extensive product portfolio, a wealth of projects and scientific research, and a packed events calendar. We started by reviewing the full body of content, then worked with the client to define content pillars and themes. We structured the publishing calendar to ensure each topic went live at the most relevant time. We partnered with the company from May through September 2022 — right in the heart of the active field season.
For each topic, we studied the material and worked with the company’s marketing team to identify the key messages and takeaways for every post. From there, we crafted the content — reworking the text into concise, readable, and engaging posts with compelling openings, a clear structure highlighting product benefits, and strong conclusions.
All too often in agribusiness content, we see heavy bureaucratic language, dense scientific jargon, and an overload of niche terminology. Text lacks logical structure, and multiple topics are crammed into a single piece in an attempt to say everything at once. Social media users typically don’t read through content like that — which means the product’s value never reaches the audience. That’s where social media content adaptation becomes essential.
Visual solutions: to unpack complex topics or illustrate step-by-step processes, we used infographics — image carousels on VK. We applied this format to publications about Shchelkovo product properties and company event recaps.
120 scientific texts adapted for social media over 4 months
927 followers gained on VKontakte over 2 months of targeted advertising. Averagecostpersubscriptionoverthefullperiod: ₽79, lowest: ₽30
