Case Study

How unique visual identity, social media content, and targeted ads helped an educational project attract group bookings and grow social media traffic.

Inlearno is a catalog of educational events for school students, with the option to book activities without a commission.
The client’s target audience was not individual parents, but school parent committee leaders, teachers, and educational organizers.
This audience is specific and difficult to reach through standard social media advertising. They are responsible for group decisions, compare several options, and need clear, trustworthy information before booking an activity for children.

Objective

Работаем
с рекламными бюджетами
от 100 000 руб.

The client needed to promote educational events for school groups and build a stronger presence on social media.

The key goals were:
— create a recognizable visual identity;
— make the brand more memorable;
— build a content strategy for social media;
— attract relevant traffic from social networks;
— generate bookings for group educational programs;
— find a targeted advertising strategy that would work for a narrow B2B2C audience.

Challenge

Работаем
с рекламными бюджетами
от 100 000 руб.

The project worked with a complex audience.
The decision-maker was often not a parent choosing an activity for one child, but a person responsible for organizing an activity for an entire school group.

This changed the communication logic.

The audience needed:
— quick and convenient search for relevant events;
— clear descriptions of programs;
— ideas for school trips and group activities;
— confidence that the event was suitable for children;
— social proof and reviews;
— easy booking and communication.

Standard promotional content would not be enough. The brand needed a recognizable visual system, useful content, and targeted advertising aimed at very specific audience segments.

What we did

We created brand characters

We developed and illustrated the Vasechkin family — a prototype of an ideal family for the brand.
These characters became part of the project’s visual identity and were used across digital communication, advertising campaigns, the website, and offline events.
The brand characters helped make the educational project more emotional, recognizable, and friendly for both parents and school organizers.


We developed a social media strategy

We built a social media presence strategy with a strong focus on visuals.
The content strategy was based on audience needs. We analyzed what the audience was looking for and understood that they needed fast and convenient ways to find suitable activities for groups of children.

Instead of publishing generic posts, we focused on useful and practical content:
— selections of activities for school groups;
— reviews of new programs;
— ideas for educational trips;
— feedback from excursions;
— seasonal activity recommendations;
— individual activity selections during the summer period.


We adapted content for the real decision-making process

The project did not communicate directly only with parents. It also worked with parent committee representatives, teachers, and school organizers.
That is why the content had to be practical, clear, and easy to forward or discuss with other decision-makers.
We made sure the content helped the audience quickly understand what the activity was, who it was suitable for, and why it could be a good choice for a school group.


We launched targeted advertising

We used targeted ads on Facebook and Instagram to attract clients for group educational programs and school excursions.
Testing showed that another local social network did not bring the required results, including for event promotion in Saint Petersburg.
That is why we focused on Facebook and Instagram and actively experimented with audience interests.
During the campaign, we tested 76 narrow audience segments in Moscow alone.
This allowed us to find the combinations that worked best for this specific audience.

Results

As a result of our work, social media became a stable traffic source for the project.

The client received 30% of monthly traffic from social media.

The Inlearno Facebook community became the leader among competitors by reach among active followers during the whole period of cooperation.

Targeted advertising on Facebook and Instagram generated 45% of all inquiries for group programs.

Работаем
с рекламными бюджетами
от 100 000 руб.

We tested narrow audience segments

Instead of relying on broad targeting, we tested dozens of narrow audience segments and found what worked.

We connected content and paid traffic

SMM, visual identity, and targeted ads worked together: content built trust, while advertising brought relevant users to the project.

We created useful content

The content helped the audience solve a real task: quickly find and choose suitable activities for groups of children.

The campaign was built around parent committee leaders, teachers, and educational organizers — the people who actually influence group bookings.

We focused on the real audience, not a generic parent persona

We built a recognizable visual identity

Educational projects need more than just advertising. When the audience is narrow and the decision-making process is complex, performance improves when the brand has a clear visual identity, useful content, and precisely tested advertising segments.

The brand characters made the project easier to remember and helped create a consistent visual system across social media, ads, the website, and events.

Why it worked

Key takeaway

Работаем
с рекламными бюджетами
от 100 000 руб.

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