Three social networks
and three different
content strategies
Project Promotion
Three social networks
and three different
content strategies
Project Promotion
02
We were approached by a large real estate developer with
a request to create entertainment content on three social networks: VKontakte, Instagram, and Facebook. The work consisted of making posts and stories, as well as their further promotion
About the project
The main objective was to increase engagement, reach, gain new subscribers, and meet KPIs
Task
To focus on the most interested and solvent audience,
we identified users from 24 to 55 years old, who can be potential buyers of apartments
Target audience
The client has set clear KPIs for the number of reactions per month in the promoted posts
KPI
Each platform had to have 8 posts. The prerequisite for VKontakte was the publication of 1 survey per month. The client allowed cross-posting, so we posted the most successful posts on several social networks at once
What formats did we use
for the posts?
Сontests
Useful content
Nostalgic content
User-generated content or UGC
Gamification
What's with the stories?
We highlighted engaging formats: games, quizzes, surveys. Such stories always have an interactive element — a sticker with an answer choice or other info. It makes it easier to interact with subscribers, and to understand what content users like more or less.

In selling stories we talked about discounts or promotions, the latest apartments. To see subscriber activity and interest — to which stories we add a link with a UTM-marker.
Which mechanics
did we use?
DIY together
Battle of the designs or plannings
Quizzes, riddles and puzzles
Guess the apartment complex
Scavenger hunt
The game "True or False”
Where and what content
reach users better?
What content reach users everywhere?
The informational posts on all social networks have gathered an equal number of reactions. The bulk of the target audience subscribes to keep up with news from the developer.

Posts with nostalgic themes were most often cross-posted to all platforms. They got a lot of likes and comments. For example, the post about the coldest day in the Urals gathered a lot of discussion both on Vkontakte and other social networks.
views
reposts
comments
57K
49
likes
36
221
VKontakte
saves
comments
reposts
likes
43
77
2094
29
Instagram
Facebook
comments
reposts
likes
204
628
38
What have we achieved?
Instagram
Average ER
+3%
Subscribers
+2123
VKontakte
Average ER
+2%
Subscribers
+1044
Facebook
Average ER
+36%
Subscribers
+257

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