Obolensky is a new boutique hotel in St. Petersburg inspired by the era of the Decembrists. The project came to us while it was still under construction.
Full-cycle SMM for a boutique hotel in the heart of St. Petersburg
- To build brand recognition and attract guests to the hotel.
- To foster loyalty among potential guests who had not yet visited.
- To drive traffic to the hotel’s website.
Project goals
- Development of a content marketing concept.
- Managing Instagram and VK accounts from scratch, and setting up VK advertising through the Elama ad account from April 2022 to October 2022.
Solutions
During the pre-launch phase, we needed a creative, image-driven photoshoot that would reflect the hotel’s concept. We chose to stage a Decembrist-themed shoot with historical costumes in picturesque locations near the hotel. This approach allowed us to highlight the hotel’s prime location—surrounded by landmarks—even before construction was completed.
After the construction phase and the official opening of the hotel, the content concept shifted toward more classic shoots with models inside the hotel.
After the construction phase and the official opening of the hotel, the content concept shifted toward more classic shoots with models inside the hotel.
Given that we were launching ads on a brand-new, empty account, our initial goal over the first few months was to build a loyal community and collect audiences that responded positively to the ads. This helped train the algorithms to better identify potential guests and allowed us to create lookalike audiences.
We used both the VK group and the website as landing pages. The first format helped grow a subscriber-based client community, while the second drove high-quality traffic to the site, positively impacting its trust index.
Main audiences:
• Website visitors who browsed the site but did not submit inquiries.
• Interest-based audiences derived from Yandex. Metrika data.
• Look-alike groups based on positive ad interactions and website activity.
• Subscribers of competitor communities (boutique hotels and 4−5 star properties in St. Petersburg).
• Users searching for St. Petersburg travel and recreation keywords (based on KeyCollector data).
Performance metrics (VK targeting results):
Total reach: 748,292 users.
Account conversions: 4,920.
CPC: 17.18₽.
CTR: 0.65%.
Bookings via website: 4.
We used both the VK group and the website as landing pages. The first format helped grow a subscriber-based client community, while the second drove high-quality traffic to the site, positively impacting its trust index.
Main audiences:
• Website visitors who browsed the site but did not submit inquiries.
• Interest-based audiences derived from Yandex. Metrika data.
• Look-alike groups based on positive ad interactions and website activity.
• Subscribers of competitor communities (boutique hotels and 4−5 star properties in St. Petersburg).
• Users searching for St. Petersburg travel and recreation keywords (based on KeyCollector data).
Performance metrics (VK targeting results):
Total reach: 748,292 users.
Account conversions: 4,920.
CPC: 17.18₽.
CTR: 0.65%.
Bookings via website: 4.
During the pre-launch phase, we needed a creative, image-driven photoshoot that would reflect the hotel’s concept. We chose to stage a Decembrist-themed shoot with historical costumes in picturesque locations near the hotel. This approach allowed us to highlight the hotel’s prime location—surrounded by landmarks—even before construction was completed.
After the construction phase and the official opening of the hotel, the content concept shifted toward more classic shoots with models inside the hotel.
After the construction phase and the official opening of the hotel, the content concept shifted toward more classic shoots with models inside the hotel.
Given that we were launching ads on a brand-new, empty account, our initial goal over the first few months was to build a loyal community and collect audiences that responded positively to the ads. This helped train the algorithms to better identify potential guests and allowed us to create lookalike audiences.
We used both the VK group and the website as landing pages. The first format helped grow a subscriber-based client community, while the second drove high-quality traffic to the site, positively impacting its trust index.
Main audiences:
• Website visitors who browsed the site but did not submit inquiries.
• Interest-based audiences derived from Yandex. Metrika data.
• Look-alike groups based on positive ad interactions and website activity.
• Subscribers of competitor communities (boutique hotels and 4−5 star properties in St. Petersburg).
• Users searching for St. Petersburg travel and recreation keywords (based on KeyCollector data).
Performance metrics (VK targeting results):
Total reach: 748,292 users.
Account conversions: 4,920.
CPC: 17.18₽.
CTR: 0.65%.
Bookings via website: 4.
We used both the VK group and the website as landing pages. The first format helped grow a subscriber-based client community, while the second drove high-quality traffic to the site, positively impacting its trust index.
Main audiences:
• Website visitors who browsed the site but did not submit inquiries.
• Interest-based audiences derived from Yandex. Metrika data.
• Look-alike groups based on positive ad interactions and website activity.
• Subscribers of competitor communities (boutique hotels and 4−5 star properties in St. Petersburg).
• Users searching for St. Petersburg travel and recreation keywords (based on KeyCollector data).
Performance metrics (VK targeting results):
Total reach: 748,292 users.
Account conversions: 4,920.
CPC: 17.18₽.
CTR: 0.65%.
Bookings via website: 4.
During the pre-launch phase, we needed a creative, image-driven photoshoot that would reflect the hotel’s concept. We chose to stage a Decembrist-themed shoot with historical costumes in picturesque locations near the hotel. This approach allowed us to highlight the hotel’s prime location—surrounded by landmarks—even before construction was completed.
After the construction phase and the official opening of the hotel, the content concept shifted toward more classic shoots with models inside the hotel.
After the construction phase and the official opening of the hotel, the content concept shifted toward more classic shoots with models inside the hotel.
Given that we were launching ads on a brand-new, empty account, our initial goal over the first few months was to build a loyal community and collect audiences that responded positively to the ads. This helped train the algorithms to better identify potential guests and allowed us to create lookalike audiences.
We used both the VK group and the website as landing pages. The first format helped grow a subscriber-based client community, while the second drove high-quality traffic to the site, positively impacting its trust index.
Main audiences:
• Website visitors who browsed the site but did not submit inquiries.
• Interest-based audiences derived from Yandex. Metrika data.
• Look-alike groups based on positive ad interactions and website activity.
• Subscribers of competitor communities (boutique hotels and 4−5 star properties in St. Petersburg).
• Users searching for St. Petersburg travel and recreation keywords (based on KeyCollector data).
Performance metrics (VK targeting results):
Total reach: 748,292 users.
Account conversions: 4,920.
CPC: 17.18₽.
CTR: 0.65%.
Bookings via website: 4.
We used both the VK group and the website as landing pages. The first format helped grow a subscriber-based client community, while the second drove high-quality traffic to the site, positively impacting its trust index.
Main audiences:
• Website visitors who browsed the site but did not submit inquiries.
• Interest-based audiences derived from Yandex. Metrika data.
• Look-alike groups based on positive ad interactions and website activity.
• Subscribers of competitor communities (boutique hotels and 4−5 star properties in St. Petersburg).
• Users searching for St. Petersburg travel and recreation keywords (based on KeyCollector data).
Performance metrics (VK targeting results):
Total reach: 748,292 users.
Account conversions: 4,920.
CPC: 17.18₽.
CTR: 0.65%.
Bookings via website: 4.
During the pre-launch phase, we needed a creative, image-driven photoshoot that would reflect the hotel’s concept. We chose to stage a Decembrist-themed shoot with historical costumes in picturesque locations near the hotel. This approach allowed us to highlight the hotel’s prime location—surrounded by landmarks—even before construction was completed.
After the construction phase and the official opening of the hotel, the content concept shifted toward more classic shoots with models inside the hotel.
After the construction phase and the official opening of the hotel, the content concept shifted toward more classic shoots with models inside the hotel.
Given that we were launching ads on a brand-new, empty account, our initial goal over the first few months was to build a loyal community and collect audiences that responded positively to the ads. This helped train the algorithms to better identify potential guests and allowed us to create lookalike audiences.
We used both the VK group and the website as landing pages. The first format helped grow a subscriber-based client community, while the second drove high-quality traffic to the site, positively impacting its trust index.
Main audiences:
• Website visitors who browsed the site but did not submit inquiries.
• Interest-based audiences derived from Yandex. Metrika data.
• Look-alike groups based on positive ad interactions and website activity.
• Subscribers of competitor communities (boutique hotels and 4−5 star properties in St. Petersburg).
• Users searching for St. Petersburg travel and recreation keywords (based on KeyCollector data).
Performance metrics (VK targeting results):
Total reach: 748,292 users.
Account conversions: 4,920.
CPC: 17.18₽.
CTR: 0.65%.
Bookings via website: 4.
We used both the VK group and the website as landing pages. The first format helped grow a subscriber-based client community, while the second drove high-quality traffic to the site, positively impacting its trust index.
Main audiences:
• Website visitors who browsed the site but did not submit inquiries.
• Interest-based audiences derived from Yandex. Metrika data.
• Look-alike groups based on positive ad interactions and website activity.
• Subscribers of competitor communities (boutique hotels and 4−5 star properties in St. Petersburg).
• Users searching for St. Petersburg travel and recreation keywords (based on KeyCollector data).
Performance metrics (VK targeting results):
Total reach: 748,292 users.
Account conversions: 4,920.
CPC: 17.18₽.
CTR: 0.65%.
Bookings via website: 4.
- During the course of our work, we created a large amount of unique content that stood out completely from competing hotel accounts. We believe we successfully captured the hotel’s distinctive concept through engaging and visually appealing content.
- We also built a community of 1,000 followers on VK.
RESULTS
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