profeat.team (brand media): 46,065 subscribers at $0.51, $23,265 budget
Updated:
Category: Media promotion. Goal: Audience acquisition.
The task
The client is the brand media of profeat.team. Target audience — aspiring and current entrepreneurs and self-employed experts.
Goal: attract 50 thousand users to three channels — VK, an Instagram account and a Telegram channel — at a cost per subscriber of up to $0.51.
During the work the decision was made to focus on VK — 46,000 subscribers had to be brought there.
What we did
Following the project’s main rule — 10 hypotheses a week — we tested every targeted ad format, the market platform, media partnerships, around 150 targeting types and made around 500 ads. Found what could be scaled, and scaled it.
Combos burned out fast: what worked could last 2 months or 2 weeks, and then the price started climbing. So even once a combo was found, we kept looking for new ones, and that is what kept us within the KPI.
Results
Brought the required number of subscribers on time and saved a little money.
- Ad budget: $23,265
- Subscribers acquired: 46,065
- Cost per subscriber: $0.51
Screenshots from the ad accounts
VK ad account #1 — data for October 2022
VK ad account #2 — data for November–December 2022
Insights
- Testing pace decided the result. Had we tested fewer than 10 hypotheses a week, there would have been no result. Combos burn out — a continuous search for new ones is mandatory.
- Tight deadlines and season. In December we spent 50% of the budget: a hot auction and the run-up to New Year were not on our side. Campaigns had to be monitored daily right up to the end of December, but thanks to dozens of hypotheses run earlier we entered December with proven combos.
- Tests beat past experience. Accumulated experience said one thing would work, but something else did. Trusting tests over previous experience helped hit the KPI.
