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building a breathable social presence
Client: Geox — the Italian footwear and outerwear brand known for innovation and comfort.
Scope: Social media management for the Russian market (VK and Yandex.Dzen).
When Geox approached our SMM team, their goal was clear:
build stronger connections with local audiences and grow brand visibility across two key platforms — VK and Yandex.Dzen.
Our Approach: we started with deep audience research — understanding who the Russian Geox customer is, what inspires them, and how they behave on each platform. From there, we crafted a dual-channel content strategy:
Scope: Social media management for the Russian market (VK and Yandex.Dzen).
When Geox approached our SMM team, their goal was clear:
build stronger connections with local audiences and grow brand visibility across two key platforms — VK and Yandex.Dzen.
Our Approach: we started with deep audience research — understanding who the Russian Geox customer is, what inspires them, and how they behave on each platform. From there, we crafted a dual-channel content strategy:
- For VK: frequent, product-driven posts highlighting comfort, design, and everyday versatility.
- For Yandex.Dzen: long-form storytelling — style guides, seasonal trend overviews, and expert advice on choosing footwear and outerwear for the whole family.
- The goal wasn’t just visibility — it was relevance. Each piece of content was designed to feel native, valuable, and distinctly Geox.
SMM
The results (March 2022 — August 2024):
VK:
follower growth with a CPL below market average
+92%
Dzen:
190 000+
full reads of articles
subscriber growth driven by promoted longreads
+117%
pieces of content produced — consistently delivering engagement
and retention
and retention
900+
Impact: our systematic approach helped Geox not only expand its digital footprint but also strengthen customer loyalty and adapt to a changing media landscape. Sustained audience growth and high engagement confirmed one thing: the brand’s voice — like its shoes — truly breathes.
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