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AGENCY,
WHICH CREATES CORPORATE MEDIA

TURN-KEY BASIS: FROM STRATEGY TO WORKING WITH FEEDBACK.
WE DO ALL THE CONTENT, BUT MOST IMPORTANTLY, WE SOLVE BUSINESS PROBLEMS THROUGH B2B AND HR COMMUNICATION.
WHAT ARE WE DOING?
COMMUNICATION IS THE MOST IMPORTANT COMPONENT
OF MODERN BUSINESS
Companies most often pay attention to communication with customers,
but interaction with employees and partners is equally important.
Together with the client, we solved this problem for a million audience
of Yandex Go drivers and couriers by creating Yandex.Pro, and we want
to tell you on the example of this case how we do media.
HR- AND B2B- BRAND POSITIONING AND COMMUNICATION STRATEGY
It all starts with a strategy, we have to answer ourselves what tasks the business has (there may be several of them).

For example, in the case of Yandex.Pro were two main goals:

▷ retaining partners and increasing returns from them;
▷ solving tactical tasks, informing and training partners about the rules of the service and the specifics of work.
All communication channels should work for the selected goals. Employees and partners are the same people as customers, they love videos, podcasts and watch tik tok.
We have to be everywhere.
We are building an omnichannel ecosystem for the HR brand, and not thinking in separate creatives. We create a clear brand positioning for employees/partners and identify the main brand values, which will then become pillars for a communication strategy.
EXAMPLES OF CORPORATE MEDIA
OMNICHANNEL ECOSYSTEM
At the stage of writing the strategy, the media consumption of the audience is analyzed. During a case study with drivers and couriers, we found out that they most often watch YouTube on their phone and exchange messages on WhatsApp. YouTube became the main platform, and WhatsApp was not used because it was not suitable for communication on behalf of the brand. We also used VK, Instagram, Telegram and Yandex.Pro portal for communication. An important channel was the application through which drivers receive orders.
During of our work, we have not only improved Yandex's display performance. About (such as views, girths and subscriber growth), but, more importantly, our work has affected business indicators.
YANDEX.PRO PLATFORMS
B2B COMMUNICATION.
ANALYSIS OF THE CASE «CONNECTION TO THE "CHILDREN'S" TARIFF»
We often solved tactical business problems.
Here is one of them.
  • The children's fare team comes with a business problem: a very low CR (completion rate) of trips - that is, trips do not happen. This is influenced by several factors. There are not enough drivers in this tariff, drivers do not understand how to connect, do not know about the tariff, do not know about the benefits, etc.
  • TAPE translates a problem into a task: to form a solution and strategy through communication and implement it through the necessary channels.
  • We build the process: we analyze the insights of the target audience, choose effective branded and unbranded channels for this task, formulate a publication plan, create content, distribute, evaluate the effectiveness.
  • The solution to the problem: a large volume of publications in all channels — including videos. There were also posts in VK, Instagram, on the Yandex.Pro portal. The driver, there were YouTube videos, there were messages in the Pro feed. It was a solid communication campaign with a timeline and a lot of channels.
  • How to evaluate the effectiveness for business: we measure the CR of trips in dynamics, evaluate the result according to the campaign indicators. We also measure media metrics (CTR and ER) to draw conclusions on the effectiveness of specific formats.

  • RESULT:

    SIGNIFICANTLY INCREASED CR AND INCREASED THE NUMBER OF DRIVERS IN THE TARIFF BY 2.5 TIMES.

EXAMPLES OF CREATIVES CREATED TO SOLVE THIS PROBLEM
HR COMMUNICATION.
ANALYSIS OF THE «GO TO THE FIELDS» CASE
All employees should feel business, and the pleasant practice of Yandex managers is that they test their service as taxi drivers and couriers.
Therefore, in addition to working with drivers, we also worked with Yandex HR and created a series of formats about the company's employees for internal use.
Together with the client, we came up with tone of voice and formats for motivation – to go on the line and test products.
Our task was to increase the number of employees who were on the line at least once. We developed a content plan for Yandex's internal communication channels and made videos + posts in TG channels for employees. We have sent two top Yandex managers.Taxi in real conditions to Kazan and two – to Nizhny Novgorod. Here's what came out of it.



KAZAN

DIRECTED BY DMITRY KUBASOV

HEROES
Dima Vasyuk and Tembot Kerefov – heads of a group
of projects for partner drivers



NIZHNY NOVGOROD

DIRECTED BY MARIA PRONINA

HEROES
Roma Maresov, Head of Product Direction
Zhenya Bakin, Head of Operational Product Direction
SPECIAL PROJECTS 360.
ANALYSIS OF THE CASE «CONGRATULATIONS ON THE TAXI DRIVER'S DAY»
It is important for people to be aware of their importance, and we have specifically made some projects go beyond our audience of drivers. For example, a remake of the song "Green-eyed Taxi".
In addition to solving tactical tasks, it is important to solve non-trivial cases and work with information guides, this was the Driver's Day. Our task was to create a 360-campaign with celebrities, publications in the media, access to audio platforms, integration with bloggers, on branded channels. Not limited to one video, use different formats as much as possible. We made the campaign based on brand values and preferences of the core of the target audience.
THE RESULTS OF THE CREATION OF YANDEX.PRO AND YEARS OF WORK