Case

How to attract 41,664 subscribers for 1 ruble to an Instagram account for automatics in 4 months

category | cases
About the project:
Hello, reader! Today we will tell you how to attract 41,664 subscribers for 1 ruble to an account with an automotive theme using the example of the account of the manufacturer of car chemicals and car cosmetics LAVR. At the time of the launch of advertising campaigns, the account had 23,100 subscribers
Screenshot of the Instagram account on 7.06.2019. Before the start of work with the project
Project objectives:
The main goal was to bring at least 1,000 subscribers to the account per month, increase engagement and sales. Our agency was responsible for setting up and conducting advertising campaigns, preparing and holding contests. The KPI determined in the growth of subscribers, as previously written, at least 1,000 people per month
Barriers and solutions:
In order to maximize the flow of traffic into the account, in addition to contests
and advertising for posts published in the account, it was decided to gather an audience and launch ads with the goal of "Traffic", but,unfortunately, Instagram Facebook Ads manager is not possible to track how many people subscribed to an Instagram account from advertising campaigns, so we suspended absolutely all activities during the launch of campaigns in order to monitor their effectiveness as clearly as possible
What was done:
8 automotive-related audiences were gathered, and all showed good results, i.e. all were effective:
Car tuning / Male and female, 21-45 years old

— Car tuning / Male and female, 21-45 years old

— Gas stations / Male and female, 21-50 years old

— Car wash / Male and female, 21-50 years old

— Engine oils / Male and female, 21-50 years old

— Car insurance / Men and women, 21-50 years old

— Auto parts / Male and female, 21-50 years old

— Auto chemistry / Men and women, 21-50 years old

— Car services / Male and female, 21-50 years old
Screenshot of advertising campaigns for the period from 25.07.2019 to 23.10.2019
Spent: 27,799.70 rubles

Transitions 10,923

The average cost of switching to an account is 2.55 rubles

The cost of switching through an effective channel is 2.62 rubles

Subscribers attracted 8,133 people

The average cost of a subscriber is 3.4 rubles

Conversion from transition to subscription – 74.4 %
Screenshot of the most effective audience from 25.07 to 23.10.2019
As the tests of the video format before and after showed, this format gave the cheapest transition cost
Every post and contest coming out in the account was actively advertised, which significantly increased the conversion from transitions to subscribers. In the period from 7.06.2019 to 23.10.2019, 33,531 subscribers were attracted
Screenshot of campaigns to raise the engagement of current posts from the account:
Spent: 16,230.54 rubles

Transitions — 7 141

The average cost of switching to an account is 2— ,27 rubles

The cost of switching through an effective channel is 1.03 rubles

Subscribers attracted — 33,531 people
Result
According to the results of 4 months, 44,092 rubles were spent; the account ttracted 41,664 subscribers for 1 ruble. Thanks to the active holding of regular sweepstakes, publications received a wide virtual coverage, which allowed saving advertising funds
Screenshot of the Instagram account on 23.10.2019 After 4 months of work with the project
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