Context
Business challenge
The educational products needed greater reach and more registrations without multiplying the budget or losing control of their brand image in communications.
Edtech · academic competitions and pre-university preparation
HSE University academic competitions
Promoting the KLYUCH and Vysshaya Proba academic competitions through the Yandex Advertising Network, retargeting, lookalike audiences and sponsored Telegram posts.
Objective
What needed to change
Rework the promotion strategy for HSE University academic competitions and build a manageable flow of registrations from a relevant audience.
What we did
Reworked the placement strategy
Separated campaigns by audience and decision-making stage.
Prepared Yandex Advertising Network banners
Built creative for the educational context with clear competition offers.
Added retargeting and lookalike audiences
Brought interested users back and expanded reach with similar audiences.
Added sponsored posts in specialist Telegram channels
Placed messages in channels already followed by schoolchildren, parents and teachers.
Results
The campaign increased reach, traffic and registrations without multiplying the budget.
- Yandex Advertising Network
- banner placements
- lookalike
- audience expansion
- Telegram
- sponsored posts in specialist channels
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