Chatbot Promotion in the Russian Market
To get the maximum number of installations and coverage on the Russian market between September 15 and December 15, within the limited offer (one year of free use for all premium functions).
Background
Chatbot for Instagram from Tidio LLC.
Goal
To get the maximum number of installations and coverage on the Russian market between September 15 and December 15, within the limited offer (one year of free use for all premium functions).
Solution
In the situation with Tidio, we started working under non-standard conditions: there was a product and a task, but no clue how the product worked. The client provided all manuals only in English. Moreover, they didn't reveal the essence of the project because the product was new. Therefore, we began working on the project by conducting an in-depth study of the product.
At the first stage, we studied the product itself and compiled a set of proposals for adapting it for Russian users. Since the Tidio chatbot is a new and sophisticated product, it was important to first inform the target audience about it. That's what we did by means of longreads published on behalf of marketing and promotion experts popular in Russia:
- How to automate communication with customers on Instagram Direct and put sales on autopilot?
- Automation on Instagram: the best support for a client
- How to become a highly-demanded and expensive expert: 4 skills + spiritual secret
At the first stage, users had many questions about the process of integrating the chatbot into an Instagram account. Therefore, in the longreads, we included, in addition to the chatbot's advantages and disadvantages, a brief instruction on how to add it.
We collected the most frequently asked questions from users and their answers, and posted them in the website's FAQ section.
In addition, we have compiled a complete guide to integrating an Instagram business account with the Tidio chatbot and placed it in a separate section, "Instructions," on the website. This enabled significant reductions in incoming requests for integration help and increased conversions.
To get maximum coverage in a short time, we have launched an integrated advertising campaign in three directions:
- Contextual advertising on Google and Yandex,
- Targeting on Instagram and Facebook,
- Influencer marketing (Instagram, YouTube, Telegram, Facebook) and advertising integration into public pages (Telegram, VKontakte).
Based on the test results, we found that the context performs well, unlike targeted advertising. Therefore, we eventually gave up on advertising on social networking services, as we did not see much return.
Over the period of ad placement, the following have been carried out:
- 33 posts have been published in relevant communities on Telegram,
- 15 posts have been posted in relevant groups and communities on VKontakte.
Results
For 3 months of the advertising campaign
- More than 11 million users have been reached, exceeding the planned KPI by 232%.
- received more than 44 thousand clicks,
We cannot announce the number of users who have created an account on Tidio under NDA terms.
