Macaronika is the first macaron factory in Russia, with dozens of points of sale across Moscow and St. Petersburg. The project is scaling rapidly and required robust marketing support: engaging social-media communication, consistent content, promotion of new corners and holiday collections. Our mission is to inject fresh perspective and energy into the brand, and to build a promotion system that keeps pace with the business’s growth.
Comprehensive marketing and content for Macaronika
- Launch targeted advertising on VKontakte directed to the brand’s community, website, and Ozon store.
- Strengthen the brand’s presence on social media through regular content posting, while relieving the client from the burden of managing SMM.
- Establish stable collaboration with influencers in various formats — from standard advertising placements to joint special projects.
- Organize and produce weekly photo and video shoots to create creative content for product collections and new sales points. This content will be used across the brand’s social media channels and external platforms managed by other members of the marketing team.
Project goals
- We sourced a unique studio with multiple rooms featuring beds and textile display areas — everything in one convenient, atmospheric location.
- We selected five models and provided stylized pajamas and props for each scene.
- The 6-hour shoot delivered photo and video content sufficient for two months of social media posts.
- Also, we captured a dedicated product shoot for e-commerce listings: neutral backgrounds, textural detail shots, and close-ups.
- During the new mattress presentation at the showroom, we conducted an on-site reportage shoot (photos, short video clips, plus a speaker presentation recording for YouTube) that the brand then used in PR materials and email campaigns.
Solutions
During our collaboration, we conducted over 20 shoots: narrative-driven studio photo sessions for new collections, atmospheric Reels in urban settings, and on-location reportage of new-store openings. We developed a flexible content approach shifting away from typical "macaron history" posts toward storytelling that is visually rich and highly engaging.
We built a blogger network: established barter partnerships with niche "mommy" influencers (for limited-edition children’s sets) and collaborated with high-profile influencers — running contests and distributing St. Petersburg-themed macaron sets.
The project did not start from scratch—the client already had an old-style ad account running low-performance campaigns by another provider.
Our team conducted an analysis and recommended creating a new account. We developed a targeting strategy aligned with the client’s goals, adopting a comprehensive approach that tested various offers, objectives, and audience-interaction methods.
During the testing phase, we launched subscription-driving campaigns using high-impact imagery and engagement campaigns featuring stylized video clips produced by our in-house production team. Additionally, we deployed a Senler chatbot in the community to boost inbound inquiries and expand our messaging base.
When the initial image creatives underperformed, we tested an incentive offer "free macarons for subscribing" which immediately:
— Improved click-to-subscription conversion
— Increased overall inquiries
— Drove foot traffic to the corners, creating more cross-sell opportunities
Key audiences
— Broad local audiences within a 2−3 km radius of each corner
— Interest-based segments derived from Yandex. Metrica analytics
— Keyword-based targets (e.g., "healthy desserts," "gift sets," "sweet assortments")
— Followers of competitor communities and producers of similar desserts
Performance Metrics (new ad account, entire period) on VKontakte
Total reach: 1 564 017
Clicks to the community: 4 515
CPC: 37.14 ₽
CTR: 0.29%
Ad-driven subscriptions: 822
Ad-driven messages: 157
Our team conducted an analysis and recommended creating a new account. We developed a targeting strategy aligned with the client’s goals, adopting a comprehensive approach that tested various offers, objectives, and audience-interaction methods.
During the testing phase, we launched subscription-driving campaigns using high-impact imagery and engagement campaigns featuring stylized video clips produced by our in-house production team. Additionally, we deployed a Senler chatbot in the community to boost inbound inquiries and expand our messaging base.
When the initial image creatives underperformed, we tested an incentive offer "free macarons for subscribing" which immediately:
— Improved click-to-subscription conversion
— Increased overall inquiries
— Drove foot traffic to the corners, creating more cross-sell opportunities
Key audiences
— Broad local audiences within a 2−3 km radius of each corner
— Interest-based segments derived from Yandex. Metrica analytics
— Keyword-based targets (e.g., "healthy desserts," "gift sets," "sweet assortments")
— Followers of competitor communities and producers of similar desserts
Performance Metrics (new ad account, entire period) on VKontakte
Total reach: 1 564 017
Clicks to the community: 4 515
CPC: 37.14 ₽
CTR: 0.29%
Ad-driven subscriptions: 822
Ad-driven messages: 157
During our collaboration, we conducted over 20 shoots: narrative-driven studio photo sessions for new collections, atmospheric Reels in urban settings, and on-location reportage of new-store openings. We developed a flexible content approach shifting away from typical "macaron history" posts toward storytelling that is visually rich and highly engaging.
We built a blogger network: established barter partnerships with niche "mommy" influencers (for limited-edition children’s sets) and collaborated with high-profile influencers — running contests and distributing St. Petersburg-themed macaron sets.
The project did not start from scratch—the client already had an old-style ad account running low-performance campaigns by another provider.
Our team conducted an analysis and recommended creating a new account. We developed a targeting strategy aligned with the client’s goals, adopting a comprehensive approach that tested various offers, objectives, and audience-interaction methods.
During the testing phase, we launched subscription-driving campaigns using high-impact imagery and engagement campaigns featuring stylized video clips produced by our in-house production team. Additionally, we deployed a Senler chatbot in the community to boost inbound inquiries and expand our messaging base.
When the initial image creatives underperformed, we tested an incentive offer "free macarons for subscribing" which immediately:
— Improved click-to-subscription conversion
— Increased overall inquiries
— Drove foot traffic to the corners, creating more cross-sell opportunities
Key audiences
— Broad local audiences within a 2−3 km radius of each corner
— Interest-based segments derived from Yandex. Metrica analytics
— Keyword-based targets (e.g., "healthy desserts," "gift sets," "sweet assortments")
— Followers of competitor communities and producers of similar desserts
Performance Metrics (new ad account, entire period) on VKontakte
Total reach: 1 564 017
Clicks to the community: 4 515
CPC: 37.14 ₽
CTR: 0.29%
Ad-driven subscriptions: 822
Ad-driven messages: 157
Our team conducted an analysis and recommended creating a new account. We developed a targeting strategy aligned with the client’s goals, adopting a comprehensive approach that tested various offers, objectives, and audience-interaction methods.
During the testing phase, we launched subscription-driving campaigns using high-impact imagery and engagement campaigns featuring stylized video clips produced by our in-house production team. Additionally, we deployed a Senler chatbot in the community to boost inbound inquiries and expand our messaging base.
When the initial image creatives underperformed, we tested an incentive offer "free macarons for subscribing" which immediately:
— Improved click-to-subscription conversion
— Increased overall inquiries
— Drove foot traffic to the corners, creating more cross-sell opportunities
Key audiences
— Broad local audiences within a 2−3 km radius of each corner
— Interest-based segments derived from Yandex. Metrica analytics
— Keyword-based targets (e.g., "healthy desserts," "gift sets," "sweet assortments")
— Followers of competitor communities and producers of similar desserts
Performance Metrics (new ad account, entire period) on VKontakte
Total reach: 1 564 017
Clicks to the community: 4 515
CPC: 37.14 ₽
CTR: 0.29%
Ad-driven subscriptions: 822
Ad-driven messages: 157
During our collaboration, we conducted over 20 shoots: narrative-driven studio photo sessions for new collections, atmospheric Reels in urban settings, and on-location reportage of new-store openings. We developed a flexible content approach shifting away from typical "macaron history" posts toward storytelling that is visually rich and highly engaging.
We built a blogger network: established barter partnerships with niche "mommy" influencers (for limited-edition children’s sets) and collaborated with high-profile influencers — running contests and distributing St. Petersburg-themed macaron sets.
The project did not start from scratch—the client already had an old-style ad account running low-performance campaigns by another provider.
Our team conducted an analysis and recommended creating a new account. We developed a targeting strategy aligned with the client’s goals, adopting a comprehensive approach that tested various offers, objectives, and audience-interaction methods.
During the testing phase, we launched subscription-driving campaigns using high-impact imagery and engagement campaigns featuring stylized video clips produced by our in-house production team. Additionally, we deployed a Senler chatbot in the community to boost inbound inquiries and expand our messaging base.
When the initial image creatives underperformed, we tested an incentive offer "free macarons for subscribing" which immediately:
— Improved click-to-subscription conversion
— Increased overall inquiries
— Drove foot traffic to the corners, creating more cross-sell opportunities
Key audiences
— Broad local audiences within a 2−3 km radius of each corner
— Interest-based segments derived from Yandex. Metrica analytics
— Keyword-based targets (e.g., "healthy desserts," "gift sets," "sweet assortments")
— Followers of competitor communities and producers of similar desserts
Performance Metrics (new ad account, entire period) on VKontakte
Total reach: 1 564 017
Clicks to the community: 4 515
CPC: 37.14 ₽
CTR: 0.29%
Ad-driven subscriptions: 822
Ad-driven messages: 157
Our team conducted an analysis and recommended creating a new account. We developed a targeting strategy aligned with the client’s goals, adopting a comprehensive approach that tested various offers, objectives, and audience-interaction methods.
During the testing phase, we launched subscription-driving campaigns using high-impact imagery and engagement campaigns featuring stylized video clips produced by our in-house production team. Additionally, we deployed a Senler chatbot in the community to boost inbound inquiries and expand our messaging base.
When the initial image creatives underperformed, we tested an incentive offer "free macarons for subscribing" which immediately:
— Improved click-to-subscription conversion
— Increased overall inquiries
— Drove foot traffic to the corners, creating more cross-sell opportunities
Key audiences
— Broad local audiences within a 2−3 km radius of each corner
— Interest-based segments derived from Yandex. Metrica analytics
— Keyword-based targets (e.g., "healthy desserts," "gift sets," "sweet assortments")
— Followers of competitor communities and producers of similar desserts
Performance Metrics (new ad account, entire period) on VKontakte
Total reach: 1 564 017
Clicks to the community: 4 515
CPC: 37.14 ₽
CTR: 0.29%
Ad-driven subscriptions: 822
Ad-driven messages: 157
During our collaboration, we conducted over 20 shoots: narrative-driven studio photo sessions for new collections, atmospheric Reels in urban settings, and on-location reportage of new-store openings. We developed a flexible content approach shifting away from typical "macaron history" posts toward storytelling that is visually rich and highly engaging.
We built a blogger network: established barter partnerships with niche "mommy" influencers (for limited-edition children’s sets) and collaborated with high-profile influencers — running contests and distributing St. Petersburg-themed macaron sets.
The project did not start from scratch—the client already had an old-style ad account running low-performance campaigns by another provider.
Our team conducted an analysis and recommended creating a new account. We developed a targeting strategy aligned with the client’s goals, adopting a comprehensive approach that tested various offers, objectives, and audience-interaction methods.
During the testing phase, we launched subscription-driving campaigns using high-impact imagery and engagement campaigns featuring stylized video clips produced by our in-house production team. Additionally, we deployed a Senler chatbot in the community to boost inbound inquiries and expand our messaging base.
When the initial image creatives underperformed, we tested an incentive offer "free macarons for subscribing" which immediately:
— Improved click-to-subscription conversion
— Increased overall inquiries
— Drove foot traffic to the corners, creating more cross-sell opportunities
Key audiences
— Broad local audiences within a 2−3 km radius of each corner
— Interest-based segments derived from Yandex. Metrica analytics
— Keyword-based targets (e.g., "healthy desserts," "gift sets," "sweet assortments")
— Followers of competitor communities and producers of similar desserts
Performance Metrics (new ad account, entire period) on VKontakte
Total reach: 1 564 017
Clicks to the community: 4 515
CPC: 37.14 ₽
CTR: 0.29%
Ad-driven subscriptions: 822
Ad-driven messages: 157
Our team conducted an analysis and recommended creating a new account. We developed a targeting strategy aligned with the client’s goals, adopting a comprehensive approach that tested various offers, objectives, and audience-interaction methods.
During the testing phase, we launched subscription-driving campaigns using high-impact imagery and engagement campaigns featuring stylized video clips produced by our in-house production team. Additionally, we deployed a Senler chatbot in the community to boost inbound inquiries and expand our messaging base.
When the initial image creatives underperformed, we tested an incentive offer "free macarons for subscribing" which immediately:
— Improved click-to-subscription conversion
— Increased overall inquiries
— Drove foot traffic to the corners, creating more cross-sell opportunities
Key audiences
— Broad local audiences within a 2−3 km radius of each corner
— Interest-based segments derived from Yandex. Metrica analytics
— Keyword-based targets (e.g., "healthy desserts," "gift sets," "sweet assortments")
— Followers of competitor communities and producers of similar desserts
Performance Metrics (new ad account, entire period) on VKontakte
Total reach: 1 564 017
Clicks to the community: 4 515
CPC: 37.14 ₽
CTR: 0.29%
Ad-driven subscriptions: 822
Ad-driven messages: 157
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