#2 case
ASA HRM
Cooperation period:
April 2022 – Dec 2023 (18 months)

Project description:

ASA HRM is an international company based in Turkey that has been providing employment opportunities abroad since 2009. The company has offices in Bulgaria, Germany, Ukraine, and the Kyrgyz Republic. ASA HRM has won several Quality Management Awards and Golden Brand Awards in Turkey. The company has partners with representatives of the HoReCa sector from all over the world, including five-star hotels, luxury restaurants, construction companies, and various commercial organizations.


The goal was to establish ASA HRM as one of the leading brands in the international employment services market. However, we found that despite the company's extensive experience and satisfied clients, there was low activity on social media. Therefore, we focused on increasing brand awareness, attracting more applicants, maintaining a high company image, and increasing consumer loyalty to the brand. We aimed to achieve a high level of brand trust by providing informative content that demonstrated the reliability of working with ASA HRM. Our content included information about the agency and the team, current job openings, stories about the experiences of applicants, and interactive posts for our visitors and subscribers. Since promoting employment services is a special category of advertising on Meta resources, we made sure to comply with all points of Meta’s special advertising policy. We used various social media platforms to promote our content, and the majority of publications were available in both Russian and English. Despite having a low media buying budget, we were able to achieve high rates of paid promotion

WORK PROCESS

1
Audit of social media pages on popular platforms, such as Instagram, Facebook, Telegram and LinkedIn. We conducted a thorough analysis of the competition in the market.
2
Our team developed a marketing strategy that involved conducting a SWOT analysis and developing the AIDA model (also known as a marketing funnel). We set goals within the SMART model, determined KPIs, and developed a lead generation scheme that comprised DMs, targeted comments, lead forms, WhatsApp contacts, and filling out questionnaires on the company website.
3
The creation, publication, and further promotion of content was the subsequent step, and it involved developing a portrait of the target audience for each advertising campaign. Creating a media plan for each week, and publishing content on Facebook, Instagram, Telegram, and LinkedIn according to the media plan. We developed content, including graphic design, copywriting, and Instagram stories making. We interacted regularly with the audience, developed and expanded the hashtag database, created lead forms for advertising campaigns. We also made targeted ads based on specific campaign objectives such as reach, engagement, traffic, and leads. We automated feedback processes and developed chatbots for Meta.
4
Finally, we undertook a thorough analysis of marketing activities results, monitored KPIs, and made necessary changes to the strategy for further brand promotion, reporting to the customer and communicating with the team regularly.

RESULTS:

We have achieved a positive return on ad spend (ROAS) and a stable increase in subscribers to Meta resources, even though this segment is relatively difficult to promote. We have been able to generate around 30+ new subscribers per month on Instagram, and we were also getting around 50+ organic leads per month. For paid leads, we were able to acquire first and last names, email addresses, language skills, education information, and phone numbers for a cost of $0.25 to $1.5, which is significantly cheaper than the average market price. We have also increased traffic to the website by 7 times.

Our achievements include more than 300 successful advertising campaigns in Meta's special advertising category across 50+ countries around the world. We have also conducted advertising campaigns and recruitment for the SaltBae restaurant and world-famous hotels like Fairmont Hotel and Marmaris. We have provided advertising support for castings in Kyrgyz Republic and Kazakhstan with the participation of hotel representatives. Lastly, we were able to recover the Instagram account after hacker attacks.

Our studio successfully tackled a challenging and interesting project with a high volume of work. We received excellent results and positive feedback from the customer, and what could be nicer?
The ASA HRM cooperation overview table
  • Market segment:
    Employment,
    Human resources
  • Cost:
    300-400$,
    350$ is an average price
  • Sales market:
    B2C
    International: Belarus, Bulgaria, Cyprus, Czech Republic, Germany, Kazakhstan, Kyrgyz Republic, Macedonia, Moldova, Poland, Romania, Russia, Qatar, Turkey, Ukraine, United Arab Emirates
  • Main goal:
    Brand positioning in the market

    Primary objectives:
    • Increasing audience engagement
    (interaction with publications)
    • Raising brand awareness
    • Working with consumer loyalty
    • Searching for new clients (lead generation)
  • Implemented:
    • Development of digital resources (Facebook, Instagram, Telegram, LinkedIn)
    • Competitors’ analysis
    • SWOT analysis (9 times)
    • AIDA model
    Social media marketing:
    • Media planning & posting
    • Content creation for Instagram/Facebook, (copywriting, graphic design, video editing)
    • Hash tags database
    • Targeting ads (reach, engagement, traffic, leads)
    Lead forms (15+)
    • Leads exports (every lead generation campaign + 1 time per week)
    • Feedback processes automatization
    • Advertising support for PR events
  • Results:
    • Leads generation (90+ leads per month)
    • Lead in Meta for 0.25$ - 1.5$
    • Instagram page engagement = +531%
    • Positive ROAS (ratio: 5 to 1 – 7.5 to 1)
    • 2 chatbots for Meta
    • 300+ paid ads campaigns in Meta
    • Targeting ads for 50+ countries around the world
    • Increased traffic to the website by 7 times
  • Services provided:
    • Marketing analysis
    • Digital Marketing
    • Social media audit
    • Social media marketing
    • Photo/video editing
    • Graphic design
    • Media planning
    • Public relations
    • Targeting Ads
  • Content production:
    • 16 posts feed per month
    • 70 IG stories per month
    • 15 Meta ads campaigns per month
    • Lead forms created (15+)
  • Software usage:
    Adobe Photoshop, Adobe Illustrator, Adobe Premiere, Corel Draw, Canva, Capcut, MS Word, MS Excel, MS PowerPoint, Ads Manager, Zoho, ChatGPT, Grammarly, WhatsApp, Zoom, Telegram
  • Digital resources:
    • Instagram
    • Facebook
    • LinkedIn
    • Telegram
  • Paid ads budget:
    150$/month
  • KPIs:
    • Reach = 450 000+ per month
    • CPM = 0.15$ - 0.25$
    • CPC = 0.11$ - 0.18$
    • Leads = 90+ per month
    • Lead cost = 0.25$ - 1.5$
    • Interactions rate = 32%
    • ROAS = 500% - 750%
  • Cooperation period:
    April 2022 – Dec 2023
    (18 months)
  • Documents provided:
    • Business offer
    • Marketing strategy
    • Payment invoice (every month)
    • Media plan (every week)
    • Report (every month)
    • 9 PowerPoint presentations
    • Hashtags database
    • Leads export (every ads campaign)
  • Work hours:
    100 hours per month
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