Case Study
Building brand awareness and driving enrollment for Children's Modeling School
Client: Valeria Ketova's School of Beauty (children's modeling school for ages 6–18 in Arkhangelsk, Severodvinsk, and Novodvinsk, Northwestern Federal District)
Objective
To attract new students through targeted advertising, focusing on reaching parents.
The school offers a comprehensive 5-to-9-month program designed to prepare children for careers in fashion and photo modeling. This curriculum includes skills like runway walking, makeup, styling, psychology, and practical experience in fashion shows and photoshoots, ensuring children are well-equipped for the industry.
The school offers a comprehensive 5-to-9-month program designed to prepare children for careers in fashion and photo modeling. This curriculum includes skills like runway walking, makeup, styling, psychology, and practical experience in fashion shows and photoshoots, ensuring children are well-equipped for the industry.
Background
Over the past four years, targeted advertising has helped the school grow from one location to three, now serving students in Arkhangelsk, Severodvinsk, and Novodvinsk.
Through these campaigns, more than 1,400 enrollment applications have been generated, reinforcing the school’s reputation as a trusted choice for children's modeling education.
In addition to regular biannual ad campaigns, I conducted a comprehensive marketing analysis, including competitor research, sales funnel design, in-depth interviews, customer journey mapping, and the development of a marketing strategy. I also provide ongoing consulting support to the sales team.
Through these campaigns, more than 1,400 enrollment applications have been generated, reinforcing the school’s reputation as a trusted choice for children's modeling education.
In addition to regular biannual ad campaigns, I conducted a comprehensive marketing analysis, including competitor research, sales funnel design, in-depth interviews, customer journey mapping, and the development of a marketing strategy. I also provide ongoing consulting support to the sales team.
Approach
Targeted Audience Segmentation: Developed segmented campaigns focused on parents of children ages 6–18 in specific cities, ensuring the ads resonated with the right audience.
Creative Development: Produced targeted ad creatives that emphasized the school’s unique value proposition, such as career preparation, confidence building, and specialized training for aspiring models.
Campaign Strategy and Optimization: Utilized A/B testing across placements to determine optimal performance, adjusting bids and placements to maximize reach and engagement. Both the legacy and new VK Ads platforms were utilized to reach a broader demographic and leverage new targeting options.
Marketing Research and Strategy: Conducted extensive research to refine messaging, analyze competitors, and ensure high relevance to potential clients.
Creative Development: Produced targeted ad creatives that emphasized the school’s unique value proposition, such as career preparation, confidence building, and specialized training for aspiring models.
Campaign Strategy and Optimization: Utilized A/B testing across placements to determine optimal performance, adjusting bids and placements to maximize reach and engagement. Both the legacy and new VK Ads platforms were utilized to reach a broader demographic and leverage new targeting options.
Marketing Research and Strategy: Conducted extensive research to refine messaging, analyze competitors, and ensure high relevance to potential clients.
2024 Campaign Overview
KPI: 172 applications for trial classes for the autumn enrollment (delivered 169 qualified applications).
Advertising Platforms: VK Ads (both legacy and new ad platforms)
Ad impressions: 152,867 users
Clicks: 1,333
CTR: Average 0.239%, peak 0,872%
Conversion Rate to Applications: 12.68%
Advertising Platforms: VK Ads (both legacy and new ad platforms)
Ad impressions: 152,867 users
Clicks: 1,333
CTR: Average 0.239%, peak 0,872%
Conversion Rate to Applications: 12.68%
Conclusion
Over our four-year collaboration, targeted advertising has supported Valeria Ketova's School of Beauty in its growth from one city to three, establishing it as a leading choice in children’s modeling education in the region. The campaigns have consistently driven applications and maintained high engagement through careful audience targeting, market research, and ongoing strategic support.
