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PR • HR Brand • Content strategy • creative
Personal Brand
Asan
Development and comprehensive promotion of Asan Kurmanguzhin's personal brand as a market thought leader, strengthening both the company's HR brand and partnership image
Client
Asan Kurmanguzhin, founder and CEO of Kuper (ex. SberMarket)
Challenge
The initiative focused on building a strong, recognizable personal brand for Asan Kurmanguzhin, designed to enhance the overall reputation of the company. Efforts were concentrated on two key areas: creating expert content for his owned channels (Telegram channel, podcast) and collaborating with leading business media
objectiveS
  • Launch and development of owned media
    • A Telegram channel was launched to establish a direct communication channel with the audience and showcase his industry expertise
    • A professional podcast featuring CEOs of major companies was produced to position him as an industry leader
  • Media presence
    Secured high-quality coverage in key business publications to increase recognition and build trust
Impact in Numbers
  • 7000+
    Telegram channel "Asan Leadership" subscriber base grew from 500 to over 7,000
  • 150 000+
    Total YouTube podcast views across all episodes
  • 5000
    Average views per individual episode
  • 50%
    Average reach per publication in the Telegram channel
How we Did it
A comprehensive strategy was developed for the launch of owned media, encompassing distinct positioning, competitive differentiation, and a focus on delivering relevant, practical content
Strategy & Positioning
Developed a detailed content strategy, defining a unique concept, editorial calendar, and a distinct communication tone for each media channel
Professional Production
Handpicked a dedicated team for podcast filming, editing, and design to ensure high production values and consistent content quality
Systematic Promotion
Leveraged a multi-channel promotion mix, including cross-promotion, PR support, and targeted advertising to attract and grow the core audience. This included proactively identifying and securing top executives from major Russian and international partner companies as podcast guests
Results
  • Telegram-channel «Asan Leadership»
    • The subscriber base grew from 500 to over 7,000 followers.
    • The average post reach consistently stands at ~50% of the total audience, indicating a highly engaged community
  • CEO-podcast Asan Talks
    • Total YouTube views surpassed 120,000.
    • Each episode averaged over 17,000 views, significantly exceeding the initial KPI of 10,000 views per episode
  • Media Presence
    Expert commentary and features in top-tier media including TASS, Gazeta, and the blog of HSE's International College of Economics and Finance
  • Market Leadership & Partnerships
    The high-quality, expert-driven content reinforced the company's market leadership narrative and helped solidify relationships with key partners
The Bottom Line
The project's outcomes extended far beyond building a distinct personal brand for Asan Kurmanguzhin, delivering on key strategic imperatives. We successfully bolstered Kuper's employer brand, enhanced its market positioning in the eyes of partners and other brands, and established a powerful public platform for its founder