WHAT I DO

· Brand, product, communication, and social media strategy and execution
· Social media (Head of SM) leadership and Marketing direction (CMO)
· Marketing mentoring and consultancy

Realy :
brand, marketing and PR strategy, SMM, launch, and sales of the product in different countries

Thanks to creating the brand platform, marketing strategy, and the right TOV, the product's beta-testing was successfully conducted (400 pre-registrations with zero budget were received), followed by the successful soft launch in the local market.

● "Brand-boom" strategy (tactical placements in digital media, radio, and influencers in a short time frame to create an overwhelming effect and generate FOMO),
● 40 media mentions, 3 radio mentions — The product was successfully launched on the local market,
● 13000 — Daily growth of registrations in the product from the day of launch with ZERO user acquisition budget.
● 730 people were in the queue for pre-registrations to the paid version of the product.
● Successfully captured the capital city* of the primary country of the launch (*product installations map in one of the screenshots)
● Successfully tested several hypotheses to open new lines of business,
● One of which brought a new wave of PR, company profits,
● Launched a micro-community of early adopters,
● Produced, filmed and launched an Instagram and Youtube "interview on the street" video show
● Collaborated with influencers all over Eastern Europe, Portugal, Brazil


https://realy.io/

MY WORK

Head of SMM
Psychodemia

Leadership of the social media team: editor, designers, targeting specialists, influence-manager, Reels-manager.

I managed to build a system of viral content creation in VK and Instagram, activate the community in Telegram with the help of a community manager.

I managed to create a system of ‘’extracting‘’ important information from brand's experts and processing it into a content relevant to the brand's target audience and track the success of the ads campaign via links tracking.

https://psychodemia.ru/

Communication strategy and execution for "Onity_",
IT recruitment brand.

Goals:
● Ensure a flow of candidates from social media channels
● To increase brand loyalty
Problem:
● Negative perception of recruiting agencies,
● Too short a window of consideration to stay with the brand for long
Decision:
● Instead of trying to get into a short consideration window and place the candidate right here and right now, the new strategy involves communicating in the territory of the new happiness - an emerging trend in the perception of feeling happy and satisfied with life, thus the brand gathers around itself a community of like-minded professionals whose motivation

Social media activation campaigns for Audi in the run-up to the Sochi Olympic Games.

https://twitter.com/audiru

Semiotic analysis, communication strategy, and execution for "Hero Race" extreme sports events brand.

Creating a strategy that solves the main "pain" of the business - seasonality, which leads to seasonality in the activity of users of the brand's media platforms. Creation of a large number of content categories and creative engagement mechanics in social media, which brought the brand multi-million view awareness and high ER.
With the help of some of these, it was possible to significantly reduce CPA costs in meeting tactical business goals (ticket sales for events).

Goals:
● To remove seasonal gaps in the subscriber's engagement
Problem:
● The brand had seasonal events, therefore subscriber engagement was very low between the events.
Decision:
● Find a new communication territory for the brand where it encourages people to "Become a hero" in everyday life between the events

https://vk.com/herorace

Communication strategy for Impact Hub + social media assistance

● Assistance in defining the company's business goals for the next year / several years, through interviews and discussions with business owners and stakeholders.
● Helping to identify key audiences and secondary target audiences.
● Finding insights, barriers and triggers for communicating brand values and messages.
● Creation of a detailed communication strategy (230 slides) with the analysis of competitor communications and information cluster, the analysis of current brand communications, audience analysis and a detailed breakdown of the multiple levels of communication for each of them.
● Each line of communication solved the problems of the business and was aimed at achieving the goals of the business.

https://impacthubmoscow.net/

Social media strategy for the launch of the new Alfa Romeo Giulietta

Raising awareness. Cultivating new fans of the brand

The research revealed a large audience that was not considered by the brand. After this, a number of activities aimed at this audience were developed.
The intersection of insights of 2 audiences was found, thanks to which I managed to build an interesting content strategy and develop a series of activations aimed at increasing brand awareness.
https://www.facebook.com/alfaromeorussia/
(2 618 403 followers)

Activations for Johnnie Walker that reflects brand values.

Social media strategy and execution for "Rumyancevo Park" business class residential complex.

Creation of a content platform for the brand that distinguishes it from its competitors and works with the main "pain" of the target audience of the brand - the fear of unfinished construction. As a result, during social media work and 9 months of advertising campaign 450 leads were received - people interested in buying an apartment in the housing estate and willing to talk to the manager, of which 5 people reached the stage of the transaction.

The total amount of purchases from Instagram alone was more than 25 000 000 rubles.

Goals:
● To find and eliminate the fears and pains of TA
Decision:
● Direct communication with TA, conducting and further analyzing the interview
● Creating a content strategy aimed at creating loyalty to the project, eliminating the fears and pains of the TA
● The basis of the content strategy is to eliminate the fears associated with the "unfinished" construction by creating a uniquely transparent construction process, retaining the image of the "dream house", by telling about the advantages of the residential complex and showing beautiful renders and virtual tours, heating interest in the brand-created forum
● Maintaining this strategy through strong community management in SM
https://www.instagram.com/roompark/

Communication strategy for the "Alpha" residential complex.

● Segmentation of the target audience and identification of communication barriers
● The use of cultural codes, numerous studies of the psychology of the core of the TA, the motives of other segments of the TA, and barriers to purchase for the construction of several layers of communication that solve problems of each segment and barrier
● Creation of a membership club with numerous privileges both inside the residential complex and in the city
https://alpha.land/

Social media strategy for "Technopark" — premium electronics store.

Goals:
● Increase brand awareness and loyalty among the target audience;
● Increased engagement for page publishing,
● Increased sales
Problem:

After the research, it was revealed that the brand misses a significant part of its solvent and "advanced" audience.
Decision:
Create content relevant to the expanded target audience and take into account the new TA when developing advertising campaigns in social networks VK, FB.
Result:

● Facebook Subscribers Gain - 21,000
● Sales data is not disclosed.
https://www.facebook.com/technoparkru
(21,452 followers)

Content and creative platform for a non-profit.

Goals:
● Creating a content strategy for a public organization promoting the idea of gratitude
● Increase brand awareness and reach
Problem:
People are not interested in following a public organization that talks about how good it is.
Decision:
Creating emotional content around the core idea of the brand - thanks, using the stories of gratitude from people on the street. Within a month we went to the streets of Moscow, stopped passers-by and asked them to tell their story of gratitude. Further, the story was published on the social networks of the brand, along with a photo of a person, and promoted among Central Asia.
Result:
● The total increase in brand subscribers - 1,550 people per month of work with a minimum budget
● Multi-million brand reach
● Involvement of opinion leaders in the project: Aurora, Sergey Romanovich
https://www.instagram.com/blagodaru.ru/

Social media boost for an event.

Goals:
Promotion of the event of a subsidiary project (http://fotofakultet.ru/) ASAP.
Decision:
- Create a SM contest in Vkontakte
- Create and write posts for studios own pages on Vkontakte and Facebook, as well as for integration into other communities
- Integration of advertising posts in large communities with related topics
- Create an event on large event platforms and photo forums
- Create guidelines for website optimization and optimization of the work of the organizers in order to attract the maximum number of people to the event
Result:
- More than 700 shares in 6 days
- Coverage of people in the Vkontakte - more than 2 million.
- Increased daily coverage of publications of the photo studio page from 18 to 5500 - Increased the number of people who have joined the group by several hundred people

Content strategy for an analog of Kickstarter — "Boomstarter".

Goals:
Create a content strategy for social media
Maintaining and promoting brand communities on social networks Vkontakte and Facebook
Result:
● Facebook page users increase - 9,000 people (without paid promotion methods)
● Increase in users of the Vkontakte page - 10,000 people
● Multi-million brand coverage
● The brand preserves the content strategy to this day (more than 4 years)

https://www.facebook.com/boomstarter.ru
(38,752 followers)
https://vk.com/boomstarter (105,557 followers)

UNPUBLISHED

Semiotic analysis and communication for Gen Z for Divage.

Semiotic analysis and communication strategy for "Atton Institute" in UAE.

Goals:
●Analyze the local education market and regional features in education.
●Identify brand mistakes in communication and propose a new approach.
Problem:
The study showed that historically in the region is a rather conservative approach to communication in education, which is reflected in today's communication of educational projects - imposing, direct selling of services and promises of success
Decision:
●To demonstrate openly and transparently the key factors of an educational institution - Students, Teachers, Knowledge and also include a communication line aimed at the core of the TA — the stated values of the Institute.
●Give recommendations based on a semiotic analysis on the use of codes that are relevant to the goals of the brand on their website and on social networks
https://atton-institute.com/