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B2c • MARKETING 360 • Digital • EVENT
Konsul Prime
How we collaborated with the client’s team over the course of a year to develop and implement a market entry strategy for Germany, achieving a reach of 9 million
Company:
Konsul Prime is a service that handles all consular matters for Russian citizens living abroad. It is the only official partner of the Consulate of the Russian Federation
Goal:
Strengthen the brand's marketing presence in the German market: audience research, development and implementation of a B2C marketing strategy and selection and evaluation of the most effective promotion channels
OUR GOALS
  • Strategy development
    Develop the brand's market positioning in Germany, assess the target audience and increase the number of leads
  • Increased brand awareness
    Ensure coverage of various segments of the Russian-speaking audience in Germany through the most relevant communication channels
  • Building trust
    Increase brand trust through coverage in industry media and on TV, collaborations with bloggers and influencers and by hosting proprietary events
  • Effective channels
    Test various promotion tools and identify the optimal channels for addressing different objectives: lead generation and increasing brand awareness
Our indicators
  • 250+
    Media and social media publications
  • 9 million
    Total reach of advertising campaigns
  • 21%
    Average lead conversion rate
  • 15+
    Own and partner events
How we did it
We tested various channels and built a communication system in which each tool served a specific purpose: increasing awareness, building trust and generating leads

Developed a strategy
We conducted audience research and developed a B2C marketing strategy tailored to each communication channel
Launched the brand in the media and on TV
We ensured a regular presence in the media in Germany by utilizing several types of platforms, including print media and TV
Focused on local influencers
Instead of influencers with millions of followers, we chosen local creators and also actively used social media communities as a distinct communication channel
Tested offline channels
We launched an outdoor advertising campaign and a series of partner and in-house events. This enabled us to identify the most effective formats for future promotion
Detailed results
  • Media as a driver of reach
    TV appearances were a key factor in increasing reach to 9 million. Additionally, coverage in print and online media boosted Konsul Prime’s brand awareness and solidified its status as an expert
  • Extensive media coverage
    Over 250 digital publications secured a regular presence for Konsul Prime in both traditional media and social media through influencer integrations enabling the brand to reach diverse audience segments
  • Target hit

    Collaborations with relevant influencers helped increase Konsul Prime’s social media follower count, drive additional traffic to the website, and achieve an average lead conversion rate of 21%

  • Direct engagement with the target audience
    Offline engagement with the Russian-speaking community in Germany became a key part of the marketing strategy. Participation in over 15 events helped introduce the audience to the service, address key questions and build trust in the company through personal interaction
How IT WAS
Conclusion
Over the course of a year, with the client’s team we tested dozens of promotion channels and built the marketing strategy that combined digital marketing, TV, local media and offline activities. This approach enabled us to reach an audience of over 9 million, boost brand awareness and identify the most effective marketing channels