Ceresit (SMM): community promotion

The task

Attract an audience and raise engagement in the VK and Instagram communities of Ceresit, a building-materials brand. Building materials are not a “viral” topic: the brand’s content mostly interests those who are renovating right now or work with mortars professionally. So the SMM task here is twofold — not just gain subscribers, but build an audience that actually interacts with the content.

What we did

Targeted advertising on VK and Instagram in two directions: campaigns for community subscriptions and post promotion for reactions. Both were measured separately — by cost per subscriber and cost per reaction.

Results

• Ad budget — $2,151
• Subscribers acquired — 5,042
• Cost per subscriber — $0.17
• Reactions under promoted posts — 31,414
• Cost per reaction — $0.04

Insights

• $0.17 per subscriber is the price at which a brand grows its own base: every next touch with this audience is free, unlike direct advertising, where you pay again for every contact.
• 31,414 reactions at $0.04 alongside base growth — engagement went hand in hand with acquisition, not “dead” subscriptions for the sake of a counter.
• For a “dull” B2C/B2B niche like building materials, paid social solves community building cheaper than one would expect from non-brand topics.