Located in the Novy Peterhof Hotel, the Academy Spa was rebranded from the Sothys Spa brand. The company aimed to establish its own identity and launch a spa specialist school. Recommendations were provided for renaming, logo design, and corporate identity creation before social media outreach began.
Full-cycle SMM for a countryside spa center
- To boost recognition of the new brand and attract visitors.
- To increase loyalty among potential customers.
- To attract guests for individual treatments and spa packages.
- To engage previous hotel guests.
Project goals
- We launched an Instagram account from scratch in July 2021 and ran ads via Facebook Ads Manager until February 2022, growing the community to 2,500+ followers.
- In February 2022, we transitioned to VK promotion, gaining 1,000 subscribers within two months despite increased competition for ad space.
Solutions
Throughout the entire collaboration, we conducted over 10 large-scale shoots — and as for individual content pieces, we’ve lost count — there were just too many!
There were several important factors to consider when launching targeted advertising. First, the spa center is located outside the city, so we divided the advertising offers into two groups: a wide range of services targeted at clients who live nearby, and special or romantic packages aimed at those living in St. Petersburg. The latter audience required more motivation to spark interest and convert into clients.
At the beginning of the collaboration, targeted ads were launched on Instagram through Facebook’s official ad account. After Meta’s advertising tools were disabled in Russia in March 2022, all advertising activities were transitioned to VK's ad platform.
Main audiences
• Existing customers and website visitors.
• Based on interests, using customer data from Yandex. Metrica
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of spas and beauty salons in Peterhof and St. Petersburg.
• Users searching for spa-related keywords (via KeyCollector data).
Targeting performance metrics for the entire performance period:
Instagram
Total reach: 68,411.
Account conversions: 4,938.
CPC: 9.46₽.
CTR: 3.18%.
Conversations initiated: 60.
VKontakte
Total reach: 369,027.
Account conversions: 1,712.
CPC: 23.01₽.
CTR: 0.6%.
At the beginning of the collaboration, targeted ads were launched on Instagram through Facebook’s official ad account. After Meta’s advertising tools were disabled in Russia in March 2022, all advertising activities were transitioned to VK's ad platform.
Main audiences
• Existing customers and website visitors.
• Based on interests, using customer data from Yandex. Metrica
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of spas and beauty salons in Peterhof and St. Petersburg.
• Users searching for spa-related keywords (via KeyCollector data).
Targeting performance metrics for the entire performance period:
Total reach: 68,411.
Account conversions: 4,938.
CPC: 9.46₽.
CTR: 3.18%.
Conversations initiated: 60.
VKontakte
Total reach: 369,027.
Account conversions: 1,712.
CPC: 23.01₽.
CTR: 0.6%.
Throughout the entire collaboration, we conducted over 10 large-scale shoots — and as for individual content pieces, we’ve lost count — there were just too many!
There were several important factors to consider when launching targeted advertising. First, the spa center is located outside the city, so we divided the advertising offers into two groups: a wide range of services targeted at clients who live nearby, and special or romantic packages aimed at those living in St. Petersburg. The latter audience required more motivation to spark interest and convert into clients.
At the beginning of the collaboration, targeted ads were launched on Instagram through Facebook’s official ad account. After Meta’s advertising tools were disabled in Russia in March 2022, all advertising activities were transitioned to VK's ad platform.
Main audiences
• Existing customers and website visitors.
• Based on interests, using customer data from Yandex. Metrica
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of spas and beauty salons in Peterhof and St. Petersburg.
• Users searching for spa-related keywords (via KeyCollector data).
Targeting performance metrics for the entire performance period:
Instagram
Total reach: 68,411.
Account conversions: 4,938.
CPC: 9.46₽.
CTR: 3.18%.
Conversations initiated: 60.
VKontakte
Total reach: 369,027.
Account conversions: 1,712.
CPC: 23.01₽.
CTR: 0.6%.
At the beginning of the collaboration, targeted ads were launched on Instagram through Facebook’s official ad account. After Meta’s advertising tools were disabled in Russia in March 2022, all advertising activities were transitioned to VK's ad platform.
Main audiences
• Existing customers and website visitors.
• Based on interests, using customer data from Yandex. Metrica
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of spas and beauty salons in Peterhof and St. Petersburg.
• Users searching for spa-related keywords (via KeyCollector data).
Targeting performance metrics for the entire performance period:
Total reach: 68,411.
Account conversions: 4,938.
CPC: 9.46₽.
CTR: 3.18%.
Conversations initiated: 60.
VKontakte
Total reach: 369,027.
Account conversions: 1,712.
CPC: 23.01₽.
CTR: 0.6%.
Throughout the entire collaboration, we conducted over 10 large-scale shoots — and as for individual content pieces, we’ve lost count — there were just too many!
There were several important factors to consider when launching targeted advertising. First, the spa center is located outside the city, so we divided the advertising offers into two groups: a wide range of services targeted at clients who live nearby, and special or romantic packages aimed at those living in St. Petersburg. The latter audience required more motivation to spark interest and convert into clients.
At the beginning of the collaboration, targeted ads were launched on Instagram through Facebook’s official ad account. After Meta’s advertising tools were disabled in Russia in March 2022, all advertising activities were transitioned to VK's ad platform.
Main audiences
• Existing customers and website visitors.
• Based on interests, using customer data from Yandex. Metrica
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of spas and beauty salons in Peterhof and St. Petersburg.
• Users searching for spa-related keywords (via KeyCollector data).
Targeting performance metrics for the entire performance period:
Instagram
Total reach: 68,411.
Account conversions: 4,938.
CPC: 9.46₽.
CTR: 3.18%.
Conversations initiated: 60.
VKontakte
Total reach: 369,027.
Account conversions: 1,712.
CPC: 23.01₽.
CTR: 0.6%.
At the beginning of the collaboration, targeted ads were launched on Instagram through Facebook’s official ad account. After Meta’s advertising tools were disabled in Russia in March 2022, all advertising activities were transitioned to VK's ad platform.
Main audiences
• Existing customers and website visitors.
• Based on interests, using customer data from Yandex. Metrica
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of spas and beauty salons in Peterhof and St. Petersburg.
• Users searching for spa-related keywords (via KeyCollector data).
Targeting performance metrics for the entire performance period:
Total reach: 68,411.
Account conversions: 4,938.
CPC: 9.46₽.
CTR: 3.18%.
Conversations initiated: 60.
VKontakte
Total reach: 369,027.
Account conversions: 1,712.
CPC: 23.01₽.
CTR: 0.6%.
Throughout the entire collaboration, we conducted over 10 large-scale shoots — and as for individual content pieces, we’ve lost count — there were just too many!
There were several important factors to consider when launching targeted advertising. First, the spa center is located outside the city, so we divided the advertising offers into two groups: a wide range of services targeted at clients who live nearby, and special or romantic packages aimed at those living in St. Petersburg. The latter audience required more motivation to spark interest and convert into clients.
At the beginning of the collaboration, targeted ads were launched on Instagram through Facebook’s official ad account. After Meta’s advertising tools were disabled in Russia in March 2022, all advertising activities were transitioned to VK's ad platform.
Main audiences
• Existing customers and website visitors.
• Based on interests, using customer data from Yandex. Metrica
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of spas and beauty salons in Peterhof and St. Petersburg.
• Users searching for spa-related keywords (via KeyCollector data).
Targeting performance metrics for the entire performance period:
Instagram
Total reach: 68,411.
Account conversions: 4,938.
CPC: 9.46₽.
CTR: 3.18%.
Conversations initiated: 60.
VKontakte
Total reach: 369,027.
Account conversions: 1,712.
CPC: 23.01₽.
CTR: 0.6%.
At the beginning of the collaboration, targeted ads were launched on Instagram through Facebook’s official ad account. After Meta’s advertising tools were disabled in Russia in March 2022, all advertising activities were transitioned to VK's ad platform.
Main audiences
• Existing customers and website visitors.
• Based on interests, using customer data from Yandex. Metrica
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of spas and beauty salons in Peterhof and St. Petersburg.
• Users searching for spa-related keywords (via KeyCollector data).
Targeting performance metrics for the entire performance period:
Total reach: 68,411.
Account conversions: 4,938.
CPC: 9.46₽.
CTR: 3.18%.
Conversations initiated: 60.
VKontakte
Total reach: 369,027.
Account conversions: 1,712.
CPC: 23.01₽.
CTR: 0.6%.
We built the brand’s communities from scratch, and over the course of our collaboration, we successfully grew an audience of 2,300+ followers on Instagram and 1,400+ on VK.
RESULTS
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In a brief consultation, we’ll identify the best strategy to achieve your goals, outline the project timeline, and then provide a detailed estimate along with a description of the services we can deliver under our collaboration.
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