The «Who Are You?» project is a content blog and band startup that helps the audience better understand themselves, their interests, motivations, and potential development paths. Through articles, quizzes, and engaging materials, the project gently introduces users to the idea and guides them toward further interaction.
The main objective of the promotion was to capture the audience’s attention for the project’s content and convert users from external channels into direct contacts with the startup. During the test campaign, an article on Zen was promoted, and the advertising goal was set to track article completion rates.
I was not pushing for a direct sale; rather, I was driving content as the first stage of the sales funnel: the user first learns about the topic, reads the material entirely, engages with the project’s concept, and can then be directed to the next action—subscribing, submitting an application, joining a community, or interacting with the startup.
CLASSROOM
SUBSCRIBERS
ABOUT THE AUDIENCE
GENDER AND AGE
EQUIPMENT
A marketing campaign was launched on VKontakte for the «Who Are You?» project for testing purposes.
UNSCREWING DYNAMICS
CONVERSION FUNNEL
DEMOGRAPHICS
Articles in Search
The main takeaway is that VKontakte can be used as a channel for cheap initial traffic.
However, the click itself is not the final goal.
It is crucial to then build a sequence: click → content consumption → retargeting → project visit → application or subscription.