Cases
strategies and launches

Task

Bring cloud-based Office by subscription to the parents of schoolchildren across the country.

Challenge

• The product has a mass of features that even an expert struggles to figure out.
• A subscription requires linking a card and buying online, while families were used to buying at M.Video and DNS stores.

Solution

• We put the benefits into simple words: study from any device and anywhere, your data stays safe even if a device is lost, an hour of Skype calls.
• Quantitative research in cities with over a million people showed which benefit mattered most, and we focused the communication on it.
• We agreed with headquarters on trial-period cards activated online, which removed distrust of paying on the internet.
• We agreed with M.Video, Svyaznoy and DNS on product availability and a media split.

Execution

• The big idea “Study comfortably anywhere with O365: Word, Excel and PowerPoint always at hand” ran on billboards, radio, YouTube, in the metro (English at Mezhdunarodnaya station, chemistry at Mendeleyevskaya) and on signage in shopping malls.
• A QR code on the prints led to a store with a trial code, which was a novelty back then.
• A federal special project with Dnevnik.ru: a student portfolio contest and 10 expert lessons on putting together a portfolio in Word or PowerPoint.

Result

The sales plan was exceeded by 246%. Thousands of schoolchildren and their families took part in the contest and lessons, laying the groundwork for Office’s next communication.

Task

• Launch a new digital product: car sharing already existed, subscriptions didn’t yet. A startup by the owner of Delimobil.
• Fix the unit economics: raise the average order and LTV, lower acquisition cost through longer rentals and channel optimization.

Challenge

• Shift habits: explain why you would have a car by subscription.
• Keep the balance between brand and performance within the budget.

Solution

• Positioning and messages for different audiences and their needs.
• Media mix: performance, brand with a focus on memorability, influencers, reach-driven special projects.
• Customer base segmentation (RFM, average order, car types) and end-to-end analytics: internal systems data, AppsFlyer and Google Analytics in one Power BI dashboard.
• Trigger communications at every funnel stage, NPS and offline meetings with clients.

Execution

Kommersant, Business FM, Coffeemania. Less performance, more attention to the highest-value clients in the base; email turned out to be the most effective channel.

Result

User base ×2.5, install-to-ride conversion ×2, average order ×2, ARPAU ×2.5, acquisition cost −88%.

Task

Raise brand awareness in Eurasia (key market Russia, plus Ukraine and Kazakhstan) ahead of the IPO. The second goal was sales: new clients, cross-sell and upsell.

Challenge

• A very complex product for direct communication: a cloud platform with chatbots, CDP-based customer marketing, a contact center and every communication channel in one window.
• Businesses weren’t ready for complex systems: “we don’t need any SaaS, just give us cheap SMS”.
• No brand tracking, so it was unclear how to measure awareness growth.
• No marketing infrastructure: no team, no agencies, no link with sales and service.
• No systematic lead handling: no proposal template, no email sequence, no first-contact deadlines.

Solution

• Clear positioning and simple messages across all materials, from sales decks to search result snippets.
• Marketing infrastructure: team, agencies, processes.
• Share of Search as a benchmark for awareness dynamics.
• Selling from what the client already understands: SMS first, then upselling higher-margin SaaS. Funnel control, ABM.

Execution

• Interviews with colleagues and a competitor review revealed a niche: data security. Together with Forbes we held the Infobip Privacy Forum, and its content reached over 7 million unique viewers.
• A series of native integrations in a tech show on Kommersant FM, plus articles and podcasts with transcripts.
• A review of search snippet copy, new website articles matching search demand, email campaigns and client events.

Result

Brand awareness +185% year over year. Lead quality grew more than 6× while costs dropped more than 5×. First contact with a lead within an hour instead of days.