Khozyayushka: 3× sales growth in 2 years and an online channel from scratch
We built an online channel from scratch: a new Instagram, a website integrated with 1C, and paid search. 1000+ sales from the website and 20,273 enquiries.
Get a consultationThe entire digital presence had to be built from scratch, not fixed
Khozyayushka had a strong asset — a physical store in the city centre. But everything related to online worked against the brand. The Instagram account run by the previous contractors was dead: fake bot followers, zero genuine activity. An account like that is not a 'weak start' — it is dead weight: bots kill reach, the algorithm distrusts the profile, and a real audience does not believe the numbers. There was no online sales channel at all. In essence, the entire digital presence had to be built from scratch, not fixed.
Turn an offline store into a business that also sells online
Build an online presence from scratch, launch full-fledged sales from the website and raise brand awareness across all channels — turning an offline store into a business that also sells online.
What we did and why
A new Instagram from scratch, not reviving the old one
Treating an old, bot-filled account is pointless — fake followers drag down reach and erode the algorithm's trust, and no amount of advertising can outweigh that. We deleted it and built a new profile from scratch. We provided content consultations and then tested the hypotheses in practice: the tests showed that authentic photos, video, stories and carousel galleries drove the most sales — so that is where we focused.
A website chosen for advertising, not just 'pretty'
We chose the platform by a single criterion — full integration with Facebook and Instagram advertising. On top of that, we connected the website to 1C so that the catalogue, stock and orders all live in one system. Without this connection, dynamic retargeting and catalogue advertising are simply impossible — and those are exactly what deliver cheap sales.
Free traffic from search and maps
We set up and verified the profile in search and on maps so the brand could be found organically. This channel requires no ongoing budget and works on awareness and a steady flow of customers in the background.
Tracking as the foundation: we measure sales, not guesses
We set up end-to-end tracking with e-commerce. Without it you can neither launch dynamic retargeting by catalogue nor honestly measure sales. It is this tracking that lets us talk about 'sales' rather than 'maybe someone bought something'.
Communication by product group and multi-layered targeting
We broke the advertising down by product category, each with its own audiences. On top of that — lookalikes of those active on Instagram, retargeting by customer databases and website visitors, and broad audiences for the catalogue promo. This way the message always lands on relevant demand, rather than 'selling perfume to someone who came for cream'.
Google Ads as a second revenue channel
We launched paid search to capture hot search demand — people already looking for a specific product. This added revenue on top of Meta and reduced dependence on a single channel.
Creatives tailored to season and category
Authentic photos, carousels, video and a product catalogue — selected by seasonality and by specific category. Cosmetics and perfume sell differently at different times of year, and the creative adapted to that rather than running the same way all year round.
The numbers over two years
An account with fake bot followers is easier to tear down and rebuild from scratch than to 'treat'. Bots kill reach and the algorithm's trust, and every manat invested in such a profile is wasted.
Want an online channel that sells rather than just looks good?
We'll build your online presence from scratch and measure it down to the specific sale. Leave your name and number — or message us on WhatsApp / Telegram.