Brand identity, website, and social media management
How a shift in a company’s marketing direction can dramatically boost SMM results. A partnershipspanning 3+ years.
Following Eurofins’ (Netherlands) exit from Russia in 2022, the laboratory network was transferred to a new entity — Agrofins. The company needed a new brand identity, a website, and an active social media presence. The lab team was small, with no bandwidth for content creation. However, there was an abundance of expert material — in the form of scientific articles and presentations from masterclasses and conferences.
Create a new brand identity, build and launch a website from scratch, set up contextual advertising, and drive the company’s growth through social media.
We developed a brand identity and delivered a complete brand book; social media channels transitioned to the new visual style in early 2023. A multi-page WordPress website was built, SEO-optimized, and paired with Yandex advertising. A VKontakte community was launched with cross-posting to a Telegram channel. We also designed the company’s exhibition booth for AGROS-Expo 2023.
From the very beginning, we encountered a clear dynamic: the commercial director did not support the agency’s creative ideas and insisted on their own vision for social media. Every publication went through rigorous editing to ensure it was flawless from a scientific and technical standpoint. Approval cycles stretched to several weeks. The content was highly specialized and academic in tone. That said, it still found demand in the digital space, and we were able to grow subscriptions on VK through targeted advertising.
In early 2025, a new commercial director came on board — and the working dynamic with the agency transformed overnight. The agency’s ideas were embraced, short-form video made its way into content, event coverage expanded, and post topics became far more diverse. Approval timelines shortened dramatically, leading to more consistent publishing. We saw a significant spike in VK views and organic subscription growth on both VK and Telegram — a clear signal that the content resonated with the audience and was rewarded by platform algorithms. In late 2025, the client introduced a new content series: «Friday Breakdown» — a video podcast featuring a livestock nutrition expert. The company’s commercial director personally interviews the expert on camera. High view counts and shares confirmed strong demand for this format. In early 2026, YouTube was added to the mix: Shorts are generating impressive view counts and significantly expanding the company’s social media footprint.
The effectiveness of an agency’s digital marketing efforts is deeply influenced by the client organization itself — it can either slow progress down or accelerate it dramatically. The best SMM results are achieved when company and agency work as true partners.
