The client had already exhausted traditional acquisition channels, including search advertising, trade media and email marketing. The objective was to identify new, scalable ways to attract qualified B2B audiences while maintaining cost-efficient registrations for each exhibition.
Because every event targeted a different industry, campaign success depended on building highly tailored audience segments and messaging strategies rather than relying on a one-size-fits-all approach. We developed a series of highly targeted paid social campaigns, using VK as the primary acquisition channel. Each exhibition received its own audience architecture, creative messaging and campaign structure based on the industry's decision-makers, buying journey and registration goals. Our team continuously optimized targeting, creative performance and ad formats to maximize qualified registrations while maintaining efficient acquisition costs. Beyond driving conversions, the campaigns also significantly increased awareness of each exhibition among relevant professional audiences.