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Case data Promotion features From hypothesis to LP creation ROI and key indicators Yandex’s Instagram* Account *Meta’s organisation is recognised as extremist and banned in the Russian Federation. Niche IT, online business, advertising Location Moscow Target region Russia Project start January 2020 Result +39.5K follow

Preserved from an earlier website era Case study October 9, 2023

Case data
Promotion features
From hypothesis to LP creation
ROI and key indicators

Yandex’s Instagram* Account

*Meta’s organisation is recognised as extremist and banned in the Russian Federation.

Niche

IT, online business, advertising

Location

Moscow

Target region

Russia

Project start

January 2020

Result

+39.5K followers gained in 6 months

Result

Exceeded planned engagement KPIs by 25%

Result

Total reach of over 6 million users achieved

Launching Yandex's Instagram* Account for Direct Audience Engagement

Acquire new customers

Build an engaged community of advertising professionals

Boost loyalty to Yandex's ad products

Identify effective audience engagement tactics

Develop a post-pilot growth strategy

Challenges Faced by the Team in Channel Promotion

Low influencer conversion rate

Only 34 out of 2,205 negotiations agreed to advertising collaboration.

Rejecting quick-win tactics

Deliberately avoided giveaways and contests for quality growth.

Platform restrictions

Instagram* promotion under Meta's ban in Russia.

Pandemic conditions

Project execution during COVID-19 and changing audience behaviour.

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Workflow Stages of the Implemented Strategy

Stage 1. Pre-project Preparation
- Identified key business objectives: Audience growth, loyalty, and community building.
- Conducted target audience analysis (entrepreneurs, marketers) and competitor research.
- Developed a content strategy and communication tone (accessible expert-level content).
- Created design guidelines to ensure visual consistency across the account.
- Prepared briefs for bloggers.
Stage 2. Launch & Content Production
- Launched 14 content plans (109 posts, 303 Stories, 16 IGTV videos).
- Implemented top-performing content categories based on engagement.
- Hosted an online conference with Yandex experts (live streams + IGTV).
- Created a Taplink with Facebook Pixel for audience targeting and lead tracking.
Stage 3. Targeted Advertising & Blogger Collaboration
- Tested 33 ad creatives in targeted campaigns (reach: 3.8M).
- Launched the #yandex_mybusinessstory contest.
Stage 4. Analysis & Optimisation (British spelling)
- Identified top-performing content and expanded high-engagement categories.
- Developed a scaling strategy for post-pilot growth.

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Performance Results Following the Strategy

This case study demonstrates that within just six months – without giveaways, artificial boosts, or even under Meta’s* restrictions – profitable channels can be built through systematic work with content, advertising, and blogger collaborations. Key results:

+39.5K followers

Organic audience growth over 6 months of work

6+ million reach

Total audience reach across all content formats

+25% above planned KPIs

Exceeded target engagement metrics

New product foundation

Account became basis for launching "Advertising Technologies"