NEMIFIST: Telegram channel from scratch, integration and 1,022 leads via Senler
The Telegram channel has grown to 50 thousand+ subscribers; The Senler funnel collected 1,022 leads at RUB 12.56. Analysis of integrations by Booster and Gordey based on individual publications.
NEMIFIST, a manufacturer of custom gaming PCs, has seen its Telegram channel grow from zero to over 50,000 subscribers. A separate Senler funnel collected 1,022 leads at RUB 12.56. Below are what placements and competitive mechanics were behind the growth and what exactly was measured at each point.
Task: turn someone else's reach into your own channel
The brand did not have its own large Telegram channel. Integrations for gaming authors provided quick coverage, but after publication, the attention remained with the blogger. I built a combination of placements, competitions in the author and NEMIFIST channels, as well as a funnel in Senler. Its result was considered an application in the bot separately from watching a video or subscribing.
Three levels of measurement
- Contact with content. Impressions, video views, and post coverage were recorded separately by platform.
- Participation. We counted the participants in competitive publications and the growth of our own channel.
- Application. Senler captured the lead in the bot. This is not the same as buying a PC.
Integrations and competitions: figures by publication
| Accommodation | Views/impressions | Participation and reactions |
|---|---|---|
| Booster | 3 million impressions, 294 thousand video views | 20 thousand likes; competitive post: 121,200 reach and 49,024 participants |
| Dima Gordey | 4.9 million video views | 277 thousand likes, 12,471 comments; competitive post: 152,500 reach and 17,849 participants |
| NEMIFIST channel | 74 thousand coverage of the competitive post | 35,426 participants |
These are indicators of different publications and platforms. Video views cannot be added to the unique reach of a post and given as the number of people exposed to the brand. A detailed breakdown of placements is available in NEMIFIST presentations.
What did the Senler funnel give?
The case materials record 1,022 leads at RUB 12.56 per lead; average eCPC of campaigns is RUB 8.40. This is an indicator of a specific funnel, and not the average price of all channel subscribers or the cost of sale. To compare with another project, you need the same definitions of lead and calculation periods.
The channel has grown to 50,000+ subscribers. The path from one-time coverage to your own platform was built like this: the author’s competition attracted attention, the brand’s competition gave a reason to subscribe, the bot translated interest into an application. The exact deadline for reaching the mark is not indicated here.
Why are site indicators separate?
The presentation lists 273,700 unique Telegram users and 4,973,000 YouTube views. These are different units of measurement: one person can watch several videos and encounter a brand on both platforms. Therefore, to evaluate the campaign, I show the indicators separately.
What can be transferred to another project
- Determine in advance which action is more important: viewing, subscription or application.
- Separate the cost of a lead in a bot and the cost of a channel subscriber.
- Compare integrations based on the results of each publication, without adding up overlapping audiences.
- Bring blogger traffic to your site and record the user’s next step.
Brief case study of NEMIFIST contains the role, key metrics and work flow. The presentation provides a breakdown of individual publications; Senler and channel growth metrics are shown in the summary.