NEMIFIST
Custom PC Manufacturer
Role: Head of SMM
Key metrics
Historical amounts are shown in Russian rubles (RUB).
The presentation contains the results of individual placements and competitions; 1,022 leads and Senler costs are based on resume data. Original project report (Russian)
About the project
Managed digital marketing and influencer strategy. Built a TG channel from 0 to 50K and a lead generation funnel.
What did you come with?
Manufacturer of custom PCs without its own Telegram channel and without systematic work with bloggers. The audience that buys such builds lives on gaming YouTube and on streams, that is, where advertising cannot be bought by the account - you need to negotiate with each author separately.
Problem
Build your own platform, which you can rely on without purchasing, and build repeatable mechanics from influencer placements, rather than one-time integrations.
How it was done
Built a Telegram channel from scratch
During the project, the channel grew from zero to more than 50,000 subscribers. The summary shows the average cost of a subscriber based on the advertising budget - 6.72 RUB; the calculation period requires reconciliation with the original report.
Removed integrations from major gaming authors
Worked with Booster, Dima Gordey, Super Stas, Instasamka, Nikita Efremov and Monterey Space. Booster’s integration yielded 3 million impressions, 294 thousand views, 30 thousand watch hours with 50% retention, 20 thousand likes and 840 comments. Dima Gordey's video has 4,900,000 views, 277,000 likes and 12,471 comments. These are the results of specific placements; audiences of authors and views of different platforms do not add up here.
Added competitive mechanics to integrations
The competition in Booster’s channel collected 121,200 post reach and 49,024 participants, Gordey’s had 152,500 reach and 17,849 participants, and NEMIFIST’s own channel had 74,000 reach and 35,426 participants. Each such mechanic gave an increase of 10–30 thousand subscribers at a time.
Redirected traffic to a chatbot instead of a website
The funnel in Senler collected 1,022 leads at 12.56 RUB. The user remained inside the social network, and the application was recorded in the bot. Average eCPC for campaigns is RUB 8.40. The presentation separately listed 273,700 unique Telegram users and 4,973,000 YouTube views. These are different indicators: you cannot add them to the number of unique people.
Why this way and not otherwise
Bet on your own Telegram channel, and not on growth in other people’s communities: the channel remains with the brand after the budget for integration runs out, and the next launch does not start from scratch.
The competition was held on two platforms at once - at the author’s and in his channel. A blogger’s post generates reach, but the subscriber leaves it; a competition in your own channel retains those who came and turns one-off reach into a base.
Channels and tools
What has been done
- 01Booster: 3M impressions, 294K views, 20K likes, competition with 49,024 participants
- 02Dima Gordey: 4.9M views, 277K likes, 12.5K comments
- 03Senler: 1,022 leads in bot at 12.56 RUB
- 04Competition mechanics +10–30K subscribers at a time
Similar project?
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