UPPETIT is a rapidly expanding retail chain, currently operating over 50 locations.
CASE STUDY: UPPETIT – ready-to-eat food retail chain
- To increase brand awareness in socials and attract more visitors to offline venues.
- To boost loyalty among potential customers who have not yet visited the stores.
- To update and optimize the content marketing strategy.
- Organizing regular content production that meets the needs of all company departments — for social media posting, internal use, and future implementation in POS materials and other brand assets.
Project goals
- Social media management of Instagram and VK, with content duplicated across both platforms (including stories).
- Targeted advertising aimed at promoting the company’s VK community, the main website, and an additional website dedicated to franchisees.
Solutions
Approach
Previously, social media accounts featured uninspired content — standard photos of food held in hands or placed in front of refrigerators. The content lacked relatable consumption scenarios that could connect with the audience.
To address this, we elevated the visual and narrative quality of the content. Since the start of our collaboration, we’ve conducted over 50 content shoots in a variety of settings, including:
• Studio environments designed to emulate cozy home interiors.
• Unique locations such as coworking spaces and parks.
Previously, social media accounts featured uninspired content — standard photos of food held in hands or placed in front of refrigerators. The content lacked relatable consumption scenarios that could connect with the audience.
To address this, we elevated the visual and narrative quality of the content. Since the start of our collaboration, we’ve conducted over 50 content shoots in a variety of settings, including:
• Studio environments designed to emulate cozy home interiors.
• Unique locations such as coworking spaces and parks.
Initial Analysis
The client had previously managed targeted advertising independently. Before launching our campaigns, we conducted an in-depth analysis of the client’s past efforts to assess the quality of their existing subscriber base.
Findings
The community was initially built around a low-quality audience, driven by meme-related and irrelevant content (e.g., publishing recipes, which contradicted the brand’s focus on ready-to-eat food).
To improve the audience quality, we collaborated with the client to clean up the community by removing blocked accounts and "dog" profiles (approximately 100 accounts).
Key metrics
The primary focus was on increasing the number of active, engaged subscribers. We specifically targeted audiences within walking distance of the stores.
Optimizing ad campaigns
• Phase 1
Initially, we operated from the client’s old ads manager. However, after the first month, we transitioned to a new office, VK AD, which allowed us to significantly reduce the cost of acquiring subscribers—cutting it by approximately 1.5x at the outset.
• Phase 2
Over time, the cost per subscriber slightly increased as audience prices rose, but the campaigns continued to deliver excellent results by refining targeting and optimizing performance.
The client had previously managed targeted advertising independently. Before launching our campaigns, we conducted an in-depth analysis of the client’s past efforts to assess the quality of their existing subscriber base.
Findings
The community was initially built around a low-quality audience, driven by meme-related and irrelevant content (e.g., publishing recipes, which contradicted the brand’s focus on ready-to-eat food).
To improve the audience quality, we collaborated with the client to clean up the community by removing blocked accounts and "dog" profiles (approximately 100 accounts).
Key metrics
The primary focus was on increasing the number of active, engaged subscribers. We specifically targeted audiences within walking distance of the stores.
Optimizing ad campaigns
• Phase 1
Initially, we operated from the client’s old ads manager. However, after the first month, we transitioned to a new office, VK AD, which allowed us to significantly reduce the cost of acquiring subscribers—cutting it by approximately 1.5x at the outset.
• Phase 2
Over time, the cost per subscriber slightly increased as audience prices rose, but the campaigns continued to deliver excellent results by refining targeting and optimizing performance.
Approach
Previously, social media accounts featured uninspired content — standard photos of food held in hands or placed in front of refrigerators. The content lacked relatable consumption scenarios that could connect with the audience.
To address this, we elevated the visual and narrative quality of the content. Since the start of our collaboration, we’ve conducted over 50 content shoots in a variety of settings, including:
• Studio environments designed to emulate cozy home interiors.
• Unique locations such as coworking spaces and parks.
Previously, social media accounts featured uninspired content — standard photos of food held in hands or placed in front of refrigerators. The content lacked relatable consumption scenarios that could connect with the audience.
To address this, we elevated the visual and narrative quality of the content. Since the start of our collaboration, we’ve conducted over 50 content shoots in a variety of settings, including:
• Studio environments designed to emulate cozy home interiors.
• Unique locations such as coworking spaces and parks.
Initial Analysis
The client had previously managed targeted advertising independently. Before launching our campaigns, we conducted an in-depth analysis of the client’s past efforts to assess the quality of their existing subscriber base.
Findings
The community was initially built around a low-quality audience, driven by meme-related and irrelevant content (e.g., publishing recipes, which contradicted the brand’s focus on ready-to-eat food).
To improve the audience quality, we collaborated with the client to clean up the community by removing blocked accounts and "dog" profiles (approximately 100 accounts).
Key metrics
The primary focus was on increasing the number of active, engaged subscribers. We specifically targeted audiences within walking distance of the stores.
Optimizing ad campaigns
• Phase 1
Initially, we operated from the client’s old ads manager. However, after the first month, we transitioned to a new office, VK AD, which allowed us to significantly reduce the cost of acquiring subscribers—cutting it by approximately 1.5x at the outset.
• Phase 2
Over time, the cost per subscriber slightly increased as audience prices rose, but the campaigns continued to deliver excellent results by refining targeting and optimizing performance.
The client had previously managed targeted advertising independently. Before launching our campaigns, we conducted an in-depth analysis of the client’s past efforts to assess the quality of their existing subscriber base.
Findings
The community was initially built around a low-quality audience, driven by meme-related and irrelevant content (e.g., publishing recipes, which contradicted the brand’s focus on ready-to-eat food).
To improve the audience quality, we collaborated with the client to clean up the community by removing blocked accounts and "dog" profiles (approximately 100 accounts).
Key metrics
The primary focus was on increasing the number of active, engaged subscribers. We specifically targeted audiences within walking distance of the stores.
Optimizing ad campaigns
• Phase 1
Initially, we operated from the client’s old ads manager. However, after the first month, we transitioned to a new office, VK AD, which allowed us to significantly reduce the cost of acquiring subscribers—cutting it by approximately 1.5x at the outset.
• Phase 2
Over time, the cost per subscriber slightly increased as audience prices rose, but the campaigns continued to deliver excellent results by refining targeting and optimizing performance.
Approach
Previously, social media accounts featured uninspired content — standard photos of food held in hands or placed in front of refrigerators. The content lacked relatable consumption scenarios that could connect with the audience.
To address this, we elevated the visual and narrative quality of the content. Since the start of our collaboration, we’ve conducted over 50 content shoots in a variety of settings, including:
• Studio environments designed to emulate cozy home interiors.
• Unique locations such as coworking spaces and parks.
Previously, social media accounts featured uninspired content — standard photos of food held in hands or placed in front of refrigerators. The content lacked relatable consumption scenarios that could connect with the audience.
To address this, we elevated the visual and narrative quality of the content. Since the start of our collaboration, we’ve conducted over 50 content shoots in a variety of settings, including:
• Studio environments designed to emulate cozy home interiors.
• Unique locations such as coworking spaces and parks.
Initial Analysis
The client had previously managed targeted advertising independently. Before launching our campaigns, we conducted an in-depth analysis of the client’s past efforts to assess the quality of their existing subscriber base.
Findings
The community was initially built around a low-quality audience, driven by meme-related and irrelevant content (e.g., publishing recipes, which contradicted the brand’s focus on ready-to-eat food).
To improve the audience quality, we collaborated with the client to clean up the community by removing blocked accounts and "dog" profiles (approximately 100 accounts).
Key metrics
The primary focus was on increasing the number of active, engaged subscribers. We specifically targeted audiences within walking distance of the stores.
Optimizing ad campaigns
• Phase 1
Initially, we operated from the client’s old ads manager. However, after the first month, we transitioned to a new office, VK AD, which allowed us to significantly reduce the cost of acquiring subscribers—cutting it by approximately 1.5x at the outset.
• Phase 2
Over time, the cost per subscriber slightly increased as audience prices rose, but the campaigns continued to deliver excellent results by refining targeting and optimizing performance.
The client had previously managed targeted advertising independently. Before launching our campaigns, we conducted an in-depth analysis of the client’s past efforts to assess the quality of their existing subscriber base.
Findings
The community was initially built around a low-quality audience, driven by meme-related and irrelevant content (e.g., publishing recipes, which contradicted the brand’s focus on ready-to-eat food).
To improve the audience quality, we collaborated with the client to clean up the community by removing blocked accounts and "dog" profiles (approximately 100 accounts).
Key metrics
The primary focus was on increasing the number of active, engaged subscribers. We specifically targeted audiences within walking distance of the stores.
Optimizing ad campaigns
• Phase 1
Initially, we operated from the client’s old ads manager. However, after the first month, we transitioned to a new office, VK AD, which allowed us to significantly reduce the cost of acquiring subscribers—cutting it by approximately 1.5x at the outset.
• Phase 2
Over time, the cost per subscriber slightly increased as audience prices rose, but the campaigns continued to deliver excellent results by refining targeting and optimizing performance.
Approach
Previously, social media accounts featured uninspired content — standard photos of food held in hands or placed in front of refrigerators. The content lacked relatable consumption scenarios that could connect with the audience.
To address this, we elevated the visual and narrative quality of the content. Since the start of our collaboration, we’ve conducted over 50 content shoots in a variety of settings, including:
• Studio environments designed to emulate cozy home interiors.
• Unique locations such as coworking spaces and parks.
Previously, social media accounts featured uninspired content — standard photos of food held in hands or placed in front of refrigerators. The content lacked relatable consumption scenarios that could connect with the audience.
To address this, we elevated the visual and narrative quality of the content. Since the start of our collaboration, we’ve conducted over 50 content shoots in a variety of settings, including:
• Studio environments designed to emulate cozy home interiors.
• Unique locations such as coworking spaces and parks.
Initial Analysis
The client had previously managed targeted advertising independently. Before launching our campaigns, we conducted an in-depth analysis of the client’s past efforts to assess the quality of their existing subscriber base.
Findings
The community was initially built around a low-quality audience, driven by meme-related and irrelevant content (e.g., publishing recipes, which contradicted the brand’s focus on ready-to-eat food).
To improve the audience quality, we collaborated with the client to clean up the community by removing blocked accounts and "dog" profiles (approximately 100 accounts).
Key metrics
The primary focus was on increasing the number of active, engaged subscribers. We specifically targeted audiences within walking distance of the stores.
Optimizing ad campaigns
• Phase 1
Initially, we operated from the client’s old ads manager. However, after the first month, we transitioned to a new office, VK AD, which allowed us to significantly reduce the cost of acquiring subscribers—cutting it by approximately 1.5x at the outset.
• Phase 2
Over time, the cost per subscriber slightly increased as audience prices rose, but the campaigns continued to deliver excellent results by refining targeting and optimizing performance.
The client had previously managed targeted advertising independently. Before launching our campaigns, we conducted an in-depth analysis of the client’s past efforts to assess the quality of their existing subscriber base.
Findings
The community was initially built around a low-quality audience, driven by meme-related and irrelevant content (e.g., publishing recipes, which contradicted the brand’s focus on ready-to-eat food).
To improve the audience quality, we collaborated with the client to clean up the community by removing blocked accounts and "dog" profiles (approximately 100 accounts).
Key metrics
The primary focus was on increasing the number of active, engaged subscribers. We specifically targeted audiences within walking distance of the stores.
Optimizing ad campaigns
• Phase 1
Initially, we operated from the client’s old ads manager. However, after the first month, we transitioned to a new office, VK AD, which allowed us to significantly reduce the cost of acquiring subscribers—cutting it by approximately 1.5x at the outset.
• Phase 2
Over time, the cost per subscriber slightly increased as audience prices rose, but the campaigns continued to deliver excellent results by refining targeting and optimizing performance.
RESULTS
rubles spent
26875
people reached
199 207
clicks on the link or profile
899
ad subscriptions
187
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