2025 Season Results (vs 2024):

Revenue from paid advertising increased by 48%
Advertising budget was reduced by 28% (from ₽11.1M to ₽7.97M)
CPA decreased by 47%
CPC decreased by 26%
CTR increased by 71%
Ad cost share of revenue improved from 107% to 52%
Tickets sold through advertising increased from 3,425 to 4,633

In addition to paid traffic, periods of campaign activity were also associated with growth in organic and direct orders, which amplified the overall effect of the campaigns.

My goal was to increase ticket sales while reducing acquisition cost. Before I joined the project in 2024, paid traffic was performing inefficiently: CPC was high, CTR was low, campaigns were fragmented, and advertising costs exceeded revenue.

What I Did

Analysed competitors and their advertising activity.

Reviewed paid traffic performance from the 2024 season.

Recommended a budget reallocation: reduced investment in weaker channels, strengthened the highest-performing paid channel, and tested Telegram placements.

Changed the audience strategy: instead of relying on standard direct-response targeting, I shifted the focus to parent and child interests not directly tied to purchase intent, such as cartoons, fairy tales, favourite characters, and books.

Rebuilt the creatives and ad headlines, adding emotional triggers and addressing parents’ concerns and motivations.

Worked with analytics, ticketing, and campaign management tools, consolidated the data in Excel, identified growth opportunities, and adjusted bids and creatives based on performance.