The brand’s representatives commissioned us to promote it on social media. The main goal was to increase brand awareness in Saint Petersburg and other cities through broad reach. The key metric used to evaluate campaign effectiveness was CPM (cost per mille), the cost per thousand impressions.
The brand was new and initially unfamiliar to consumers. We began SMM efforts even before the cheese hit the shelves to prepare the marketing foundation for the product launch.
The latex coating allows the cheese to 'breathe,' absorbing air without letting it escape. This technology results in a particularly rich and intense flavor and aroma.
We began promoting the brand on two platforms: VKontakte and Telegram. YouTube was chosen as an additional platform. VKontakte served as the main platform for audience engagement.
- Seeding in VKontakte and Telegram community pages
- Creator-generated content (reviews and recipes from influencers)
- VKontakte targeted ads (in-stream video ads, VK Clips, and static creatives)
- Naturally aged cheese
- A special cheese for special people
- Cheese aged in latex
- Cheese for culinary masterpieces
- Modern technology
We also launched and began managing the Mildar community.
We publish posts on various topics, in several content categories, always with a touch of humor.
We share a lot of recipes and culinary ideas. We also keep up with trends, work with news hooks, and experiment with AI-generated creatives.
Promotion through opinion leaders was the key tool in this integrated advertising campaign.
We planned and executed the influencer campaign from start to finish: selected the most relevant bloggers with the right audience, handled communication and paperwork, monitored placements, and prepared a performance report.
- Health and quality of life — blogs and channels for people striving to improve their lifestyle.
- Home, comfort, recipes — food blogs and home-care lifehack creators.
- City news and local public communities.
We executed 235 placements on VKontakte and 44 placements on Telegram.
VKontakte seeding proved to be more effective than Telegram.
The average CPM for Telegram placements was ₽1,292, and ₽310 for VKontakte. However, bundle placements with bloggers on Telegram were still cost-efficient, so we continued using them.
The total number of views across blogs and channels exceeded 5,500,000.
We launched targeted ads on VKontakte and achieved strong results.
We promoted posts from the community to increase reach and build a loyal audience. The most effective posts were recipe-based content and fun fact posts.
We used VK Ads, the new advertising platform.
On this platform, we ran reach-focused campaigns leading users to the website. We tested both dynamic video creatives and static images.
Users responded better to video — this was reflected in higher click-through rates and a low average CPC of ₽39.
