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GeekBrains: online university — leads up to 200 ₽

8,140,000 ₽ budget, 42,300 registrations, full cost and quality control of applications via VKontakte

GeekBrains is a leading online university for specialists in IT, marketing, design and other fields.

The goal: to attract new registrations for free webinars and test drives of professions through VKontakte on a large scale and economically, with an emphasis on quality and retention.
  • 42,300 registrations
    A large-scale flow of applications for training, a funnel from free webinars to paid courses
  • 192 ₽ average CPL
    Cost control with high volume — no “drawdown" of quality
  • 160+ creatives, 8% conversions to paid products
    Flexible hypothesis testing, warming up and monetization of the “long tail" audience
Hypotheses and segmentation
Dozens of audiences and creatives were tested: professions, regions, success stories, and leadmagnets
Creatives and formats
Videos with Pavel Volya, quizzes, carousels, stories and landing pages for each profession
The mechanics of engagement
Retargeting to a warm audience, simple leadforms and landing pages for free events
Optimization and analytics
Constant work to reduce CPL and increase retention — automation and strict efficiency dropout

Hypotheses and segmentation

We collected portraits of the target audience by profession, motivation, and region — everyone saw their own personal offer.
  • -1-
    Career guidance
    Quiz “Who should I become in IT?” and lead magnets in the most sought-after areas.
  • -2-
    Geo-targeting
    We have reached 20+ regions of the Russian Federation with the best conversion rate and minimum CPL.
  • -3-
    Success stories
    Carousels and video reviews from real students are designed to build trust and remove barriers.

Creatives and formats

160+ options: from celebrity ambassadors to interactive tests and articles.
  • -1-
    Video with Pavel Volya
    It worked “at the entrance” — it attracted attention and explained why it is profitable to switch to IT now.
  • -2-
    Story quizzes and lead forms
    Instant engagement, minimal fields, quick access to registration.
  • -3-
    Landing pages for each product
    Traffic was segmented into programming, marketing, testing, analytics, etc.

The mechanics of engagement

The whole funnel was built around free content to remove the barrier and engage for the long term.
  • -1-
    Test drives of professions and free intensive courses
    The main lead magnet is “Try it for free, and then decide.”
  • -2-
    Retargeting
    Work with those who did not reach the application: they were returned through quizzes, useful articles and alumni stories.
  • -3-
    Monetization of the “long tail”
    8% of all registrations then switched to paid products — a warm cycle after the free entry.

Optimization and analytics

A large budget is not a reason to spend inefficiently.
CPL and ROI control
The CPL for all time is 192 ₽, the minimum is 137 ₽ on the best bundles.
Automation
We set up dynamic bid adjustments, disabled weak hypotheses, and redesigned creatives.
Focus on retention
After registration, we retained more than 40% of users, minimized churn, and increased engagement.
The results of the promotion
  • 8,140,000 ₽ budget (VKontakte, 100% traffic)
    All work is done only inside VK, for the target audience of online education
  • 42,300 registrations, CPL 192 ₽ (minimum 137))
    Large-scale lead generation without quality drawdown
  • 160+ creatives, dozens of hypotheses, segmentation by region and profession
    Focus on tests and accurately hitting motivation
  • 8% of registrations went to paid products
    We have recouped the budget due to the long funnel
  • 40% retention after registration
    People didn't just register, they really got involved.
  • The main insights
    A large budget works only with strict optimization; free admission to education + flexible work with the audience = maximum results and low CPL
I want to work with you
Leave a request and we will contact you as soon as possible.
Our services
Comprehensive promotion
We bring the advantages of the brand to the audience and increase conversion through various tools.
Contextual advertising
We increase traffic to the site and bring the audience to the purchase.
Targeted advertising
We increase sales through social media.
Comprehensive SMM
We create a strong brand, communicate regularly with the audience and track its path from the post to the purchase.
SEO
We optimize the site and bring it to the top for relevant queries.
SEO YouTube
We bring videos to the top of the YouTube search results and increase the brand's audience.
Business analytics
We evaluate the effectiveness of advertising and the profitability of the business.
Sales marketing
We build work with applications and train you to work with incoming traffic.
All services
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