Social media, VKontakte targeted ads, YouTube channel
The company manufactures engine performance upgrade modules for automobiles and agricultural machinery. The product is engineered and produced in Austria. The Russian division had been actively marketing on Instagram*, but in 2022, the decision was made to hand off digital marketing to a professional agency.
We immediately faced a core challenge: limited raw material for social media content.
The company offers a single product, the manufacturing facility is in another country, and supplier-side content was virtually nonexistent. The team in Russia was small and stretched thin, with minimal bandwidth for content creation.
After a deep dive into the product and its technology, we defined a content strategy and built a content plan. We designed the VK page and launched targeted subscription ads. Throughout our work on VK, we maintained cross-posting to Instagram*. Starting June 2023, we began reposting short-form videos to the client’s YouTube channel.
Content was built around real-world product demonstrations anchored in specific use cases. In the early stages, we worked with the company’s existing archive — editing Reels from video and photo assets captured by clients before our engagement began.
From there, a company representative began filming short videos during on-site client visits: showcasing machinery in action before and after module installation. Since the module boosts engine performance, this became the ultimate proof of product quality. We added dynamic editing, captions highlighting key moments, and concise post copy. Shortly after launch, we began seeing strong reach across all platforms.
A few months into the partnership, company team members started appearing on camera — which proved highly effective at capturing audience attention. Real faces bring content to life and create a closer connection between users and the brand.
Beyond the Russia-based team, we also produced a series of videos featuring the founder of the Austrian manufacturing company during his visit to Russia. We translated the interviews from English and added voiceover dubbing.
In our second year, we began reposting short-form videos to the client’s YouTube channel. These were dynamic, trend-driven clips featuring machinery in action, and they started generating thousands of views. While YouTube channel growth wasn’t an explicit goal, the reach undeniably boosted product awareness for the client.
Within the first three months, the company’s Director noted an influx of new clients and remarked that «the results exceeded expectations… people recognize us at AgroSalon 2022 and come straight to our booth.»
VKontakte: over 7 months of targeted advertising for subscriptions and leads:
By the end of our engagement in December 2023 — following the YUGAGRO 2023 exhibition, where the company was an exhibitor — the company’s Director confirmed that the product had become well known within the agricultural community and was widely recognized. In other words, we achieved our core objective: driving brand awareness.
* Meta Inc. and its products Instagram and Facebook have been designated as extremist organizations and are banned in Russia.
