Repeats is a food delivery service offering dishes from top restaurants across St. Petersburg. Orders are delivered from MOJO, Roppongi, and Gaijin (formerly part of the Yakitoriya group).
Full-cycle SMM: from content creation to app install advertising
- To increase brand awareness and attract visitors to the delivery website.
- To build loyalty among users who had not yet placed an order.
- To drive traffic to the website and mobile app.
Project goals
- Managing Instagram and VK pages (including duplicating Instagram content and stories to VK).
- Setting up targeted advertising (initially on Meta, later transitioned to VK).
- Coordinating influencer marketing with St. Petersburg-based food bloggers on Instagram.
- Arranging promotional placements in Telegram channels focused on gastronomy.
Solutions
We didn’t go for an overly elaborate visual concept. Our main goal was to highlight the quality and taste of the product — and our trusted friend, minimalism, helped us do just that.
Over a year of productive collaboration, we carried out more than 17 content shoots in a wide variety of locations: in restaurants, in Tavrichesky Garden, in stylish minimalist studios, on the streets of St. Petersburg, and even on a rooftop in the city!
Over a year of productive collaboration, we carried out more than 17 content shoots in a wide variety of locations: in restaurants, in Tavrichesky Garden, in stylish minimalist studios, on the streets of St. Petersburg, and even on a rooftop in the city!
At the beginning of our collaboration, targeted ads were launched on Instagram through Facebook’s official ad account. Since March 2022, after Meta’s advertising tools were disabled in Russia, we shifted all advertising activities to VK’s ad platform and additionally launched a campaign to promote the client’s mobile app installs.
After switching to the new platform, our main focus shifted to community growth rather than direct sales, as VK’s algorithms perform best with in-platform conversions. Our work with targeted advertising is ongoing.
Main Audiences
• Customers from MOJO and Roppongi (restaurant visitors, loyalty cardholders, and website users).
• Interest-based audiences derived from Yandex.Metrika customer data.
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of competitor communities.
• Users searching for food delivery-related keywords (based on KeyCollector data).
Targeting performance metrics for the entire performance period:
Instagram
Total reach - 1,321,029
Account conversions - 5,566
CPC - 53.44p
CTR - 0.42%
Number of purchases - 889
VKontakte
Total reach - 1,336,089
Account conversions - 8,184
CPC - 19 p
CTR - 0.52%
MyTarget (mobile application)
Total reach - 546,902
AppStore/GooglePlay conversions - 1,692
Installation price - 109.08
Conversion by installs - 7.27%
Number of installations – 124
After switching to the new platform, our main focus shifted to community growth rather than direct sales, as VK’s algorithms perform best with in-platform conversions. Our work with targeted advertising is ongoing.
Main Audiences
• Customers from MOJO and Roppongi (restaurant visitors, loyalty cardholders, and website users).
• Interest-based audiences derived from Yandex.Metrika customer data.
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of competitor communities.
• Users searching for food delivery-related keywords (based on KeyCollector data).
Targeting performance metrics for the entire performance period:
Total reach - 1,321,029
Account conversions - 5,566
CPC - 53.44p
CTR - 0.42%
Number of purchases - 889
VKontakte
Total reach - 1,336,089
Account conversions - 8,184
CPC - 19 p
CTR - 0.52%
MyTarget (mobile application)
Total reach - 546,902
AppStore/GooglePlay conversions - 1,692
Installation price - 109.08
Conversion by installs - 7.27%
Number of installations – 124
In December and January, we ran a barter-based advertising campaign with St. Petersburg micro-influencers (with audiences ranging from 3,000 to 50,000 followers). Over the course of two months, we received more than 35 mentions in Instagram story series. Our collaboration with influencers continues this year as well.
We selected a range of popular St. Petersburg-based Telegram channels focused on gastronomy — such as Sysoev, What and Where to Eat in St. Petersburg, and Pleasure Guide (formerly Foodie Guide). We published both general brand-awareness posts about the delivery service and event-driven content, such as the launch of the summer menu. To track performance, we provided readers with promo codes for discounts.
We didn’t go for an overly elaborate visual concept. Our main goal was to highlight the quality and taste of the product — and our trusted friend, minimalism, helped us do just that.
Over a year of productive collaboration, we carried out more than 17 content shoots in a wide variety of locations: in restaurants, in Tavrichesky Garden, in stylish minimalist studios, on the streets of St. Petersburg, and even on a rooftop in the city!
Over a year of productive collaboration, we carried out more than 17 content shoots in a wide variety of locations: in restaurants, in Tavrichesky Garden, in stylish minimalist studios, on the streets of St. Petersburg, and even on a rooftop in the city!
At the beginning of our collaboration, targeted ads were launched on Instagram through Facebook’s official ad account. Since March 2022, after Meta’s advertising tools were disabled in Russia, we shifted all advertising activities to VK’s ad platform and additionally launched a campaign to promote the client’s mobile app installs.
After switching to the new platform, our main focus shifted to community growth rather than direct sales, as VK’s algorithms perform best with in-platform conversions. Our work with targeted advertising is ongoing.
Main Audiences
• Customers from MOJO and Roppongi (restaurant visitors, loyalty cardholders, and website users).
• Interest-based audiences derived from Yandex.Metrika customer data.
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of competitor communities.
• Users searching for food delivery-related keywords (based on KeyCollector data).
Targeting performance metrics for the entire performance period:
Instagram
Total reach - 1,321,029
Account conversions - 5,566
CPC - 53.44p
CTR - 0.42%
Number of purchases - 889
VKontakte
Total reach - 1,336,089
Account conversions - 8,184
CPC - 19 p
CTR - 0.52%
MyTarget (mobile application)
Total reach - 546,902
AppStore/GooglePlay conversions - 1,692
Installation price - 109.08
Conversion by installs - 7.27%
Number of installations – 124
After switching to the new platform, our main focus shifted to community growth rather than direct sales, as VK’s algorithms perform best with in-platform conversions. Our work with targeted advertising is ongoing.
Main Audiences
• Customers from MOJO and Roppongi (restaurant visitors, loyalty cardholders, and website users).
• Interest-based audiences derived from Yandex.Metrika customer data.
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of competitor communities.
• Users searching for food delivery-related keywords (based on KeyCollector data).
Targeting performance metrics for the entire performance period:
Total reach - 1,321,029
Account conversions - 5,566
CPC - 53.44p
CTR - 0.42%
Number of purchases - 889
VKontakte
Total reach - 1,336,089
Account conversions - 8,184
CPC - 19 p
CTR - 0.52%
MyTarget (mobile application)
Total reach - 546,902
AppStore/GooglePlay conversions - 1,692
Installation price - 109.08
Conversion by installs - 7.27%
Number of installations – 124
In December and January, we ran a barter-based advertising campaign with St. Petersburg micro-influencers (with audiences ranging from 3,000 to 50,000 followers). Over the course of two months, we received more than 35 mentions in Instagram story series. Our collaboration with influencers continues this year as well.
We selected a range of popular St. Petersburg-based Telegram channels focused on gastronomy — such as Sysoev, What and Where to Eat in St. Petersburg, and Pleasure Guide (formerly Foodie Guide). We published both general brand-awareness posts about the delivery service and event-driven content, such as the launch of the summer menu. To track performance, we provided readers with promo codes for discounts.
We didn’t go for an overly elaborate visual concept. Our main goal was to highlight the quality and taste of the product — and our trusted friend, minimalism, helped us do just that.
Over a year of productive collaboration, we carried out more than 17 content shoots in a wide variety of locations: in restaurants, in Tavrichesky Garden, in stylish minimalist studios, on the streets of St. Petersburg, and even on a rooftop in the city!
Over a year of productive collaboration, we carried out more than 17 content shoots in a wide variety of locations: in restaurants, in Tavrichesky Garden, in stylish minimalist studios, on the streets of St. Petersburg, and even on a rooftop in the city!
At the beginning of our collaboration, targeted ads were launched on Instagram through Facebook’s official ad account. Since March 2022, after Meta’s advertising tools were disabled in Russia, we shifted all advertising activities to VK’s ad platform and additionally launched a campaign to promote the client’s mobile app installs.
After switching to the new platform, our main focus shifted to community growth rather than direct sales, as VK’s algorithms perform best with in-platform conversions. Our work with targeted advertising is ongoing.
Main Audiences
• Customers from MOJO and Roppongi (restaurant visitors, loyalty cardholders, and website users).
• Interest-based audiences derived from Yandex.Metrika customer data.
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of competitor communities.
• Users searching for food delivery-related keywords (based on KeyCollector data).
Targeting performance metrics for the entire performance period:
Instagram
Total reach - 1,321,029
Account conversions - 5,566
CPC - 53.44p
CTR - 0.42%
Number of purchases - 889
VKontakte
Total reach - 1,336,089
Account conversions - 8,184
CPC - 19 p
CTR - 0.52%
MyTarget (mobile application)
Total reach - 546,902
AppStore/GooglePlay conversions - 1,692
Installation price - 109.08
Conversion by installs - 7.27%
Number of installations – 124
After switching to the new platform, our main focus shifted to community growth rather than direct sales, as VK’s algorithms perform best with in-platform conversions. Our work with targeted advertising is ongoing.
Main Audiences
• Customers from MOJO and Roppongi (restaurant visitors, loyalty cardholders, and website users).
• Interest-based audiences derived from Yandex.Metrika customer data.
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of competitor communities.
• Users searching for food delivery-related keywords (based on KeyCollector data).
Targeting performance metrics for the entire performance period:
Total reach - 1,321,029
Account conversions - 5,566
CPC - 53.44p
CTR - 0.42%
Number of purchases - 889
VKontakte
Total reach - 1,336,089
Account conversions - 8,184
CPC - 19 p
CTR - 0.52%
MyTarget (mobile application)
Total reach - 546,902
AppStore/GooglePlay conversions - 1,692
Installation price - 109.08
Conversion by installs - 7.27%
Number of installations – 124
In December and January, we ran a barter-based advertising campaign with St. Petersburg micro-influencers (with audiences ranging from 3,000 to 50,000 followers). Over the course of two months, we received more than 35 mentions in Instagram story series. Our collaboration with influencers continues this year as well.
We selected a range of popular St. Petersburg-based Telegram channels focused on gastronomy — such as Sysoev, What and Where to Eat in St. Petersburg, and Pleasure Guide (formerly Foodie Guide). We published both general brand-awareness posts about the delivery service and event-driven content, such as the launch of the summer menu. To track performance, we provided readers with promo codes for discounts.
We didn’t go for an overly elaborate visual concept. Our main goal was to highlight the quality and taste of the product — and our trusted friend, minimalism, helped us do just that.
Over a year of productive collaboration, we carried out more than 17 content shoots in a wide variety of locations: in restaurants, in Tavrichesky Garden, in stylish minimalist studios, on the streets of St. Petersburg, and even on a rooftop in the city!
Over a year of productive collaboration, we carried out more than 17 content shoots in a wide variety of locations: in restaurants, in Tavrichesky Garden, in stylish minimalist studios, on the streets of St. Petersburg, and even on a rooftop in the city!
At the beginning of our collaboration, targeted ads were launched on Instagram through Facebook’s official ad account. Since March 2022, after Meta’s advertising tools were disabled in Russia, we shifted all advertising activities to VK’s ad platform and additionally launched a campaign to promote the client’s mobile app installs.
After switching to the new platform, our main focus shifted to community growth rather than direct sales, as VK’s algorithms perform best with in-platform conversions. Our work with targeted advertising is ongoing.
Main Audiences
• Customers from MOJO and Roppongi (restaurant visitors, loyalty cardholders, and website users).
• Interest-based audiences derived from Yandex.Metrika customer data.
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of competitor communities.
• Users searching for food delivery-related keywords (based on KeyCollector data).
Targeting performance metrics for the entire performance period:
Instagram
Total reach - 1,321,029
Account conversions - 5,566
CPC - 53.44p
CTR - 0.42%
Number of purchases - 889
VKontakte
Total reach - 1,336,089
Account conversions - 8,184
CPC - 19 p
CTR - 0.52%
MyTarget (mobile application)
Total reach - 546,902
AppStore/GooglePlay conversions - 1,692
Installation price - 109.08
Conversion by installs - 7.27%
Number of installations – 124
After switching to the new platform, our main focus shifted to community growth rather than direct sales, as VK’s algorithms perform best with in-platform conversions. Our work with targeted advertising is ongoing.
Main Audiences
• Customers from MOJO and Roppongi (restaurant visitors, loyalty cardholders, and website users).
• Interest-based audiences derived from Yandex.Metrika customer data.
• Look-alike groups based on positive ad interactions and site visitors.
• Subscribers of competitor communities.
• Users searching for food delivery-related keywords (based on KeyCollector data).
Targeting performance metrics for the entire performance period:
Total reach - 1,321,029
Account conversions - 5,566
CPC - 53.44p
CTR - 0.42%
Number of purchases - 889
VKontakte
Total reach - 1,336,089
Account conversions - 8,184
CPC - 19 p
CTR - 0.52%
MyTarget (mobile application)
Total reach - 546,902
AppStore/GooglePlay conversions - 1,692
Installation price - 109.08
Conversion by installs - 7.27%
Number of installations – 124
In December and January, we ran a barter-based advertising campaign with St. Petersburg micro-influencers (with audiences ranging from 3,000 to 50,000 followers). Over the course of two months, we received more than 35 mentions in Instagram story series. Our collaboration with influencers continues this year as well.
We selected a range of popular St. Petersburg-based Telegram channels focused on gastronomy — such as Sysoev, What and Where to Eat in St. Petersburg, and Pleasure Guide (formerly Foodie Guide). We published both general brand-awareness posts about the delivery service and event-driven content, such as the launch of the summer menu. To track performance, we provided readers with promo codes for discounts.
RESULTS
Instagram followers
in 3 months
in 3 months
500
website purchases
100+
VK followers
250
app installs in 1 month
10
Telegram
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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.
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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