Results Over 3 Months:

712 tickets were sold through advertising over 3 months for a new project with a narrow target audience of children aged 2–5.
The advertising budget spent was ₽766K.
The cost per ticket remained within the project’s acceptable payback threshold at launch.

Additional Impact:

Growth in direct visits and internal traffic, indicating increased project awareness.

My goal was to generate the first ticket sales for a new project with a narrow target audience and a limited budget (₽800,000 for 3 months). I set up advertising campaigns and identified effective traffic segments tailored to a puppet theatre for children aged 2–5 in Moscow.

What I Did:

• Developed the external traffic strategy
• Set up and optimised paid search campaigns, including search, display, and retargeting
• Selected audience segments and launched A/B tests for segments and creatives
• Optimised bids, bid adjustments, and negative keywords
• Coordinated an assistant and worked with the project team

What Worked:

The best conversion came from campaigns with a clear age indication (“show for children aged 2–5”) and offers that highlighted the specific needs of very young audiences (“60-minute duration”, “adapted for toddlers”, “ideal as a first theatre experience”, and similar angles). Creatives with bright, playful visuals performed best.

Despite the project having no standalone brand at launch, precise campaign setup and the use of the existing brand’s traffic base made it possible to generate a stable flow of sales from the first month.