CASE: Consulting as a driver of brand media development
How to drive uninterrupted interest of the most flexible and fickle audience for 8 years?
CASE: Consulting as a driver
of brand media development
How to drive uninterrupted
interest of the most
flexible and fickle
audience for 8 years?
Our client has been developing brand media for teenagers for more than 15 years. The website, social networks, and other platforms help the brand communicate with the audience in a direct way, and the project itself has an important social function. For the past eight years, we have provided active strategic, creative and technical support to the project.
Our client has been developing brand media for teenagers for more than 15 years. The website, social networks, and other platforms help the brand communicate with the audience in a direct way, and the project itself has an important social function. For the past eight years, we have provided active strategic, creative and technical support to the project.
Issue:

The audience of the project is teenagers aged 12 to 19. Some generations have been replaced by new generations with different backgrounds, interests and perceptions of content. Trends change instantly, and developing this program requires foresight and professionalism.
Client Objective:
To build trust and loyalty to their brands, to accompany their consumers from the earliest age and the very first experience of using products.
Issue:
The audience of the project is teenagers aged 12 to 19. Some generations have been replaced by new generations with different backgrounds, interests and perceptions of content. Trends change instantly, and developing this program requires foresight and professionalism.
Client Objective:
To build trust and loyalty to their brands, to accompany their consumers from the earliest age and the very first experience of using products.
Our mission:
Develop brand media: launch effective strategies, create and promote expert and interesting content for teens.
Our mission:
Develop brand media: launch effective strategies, create and promote expert and interesting content for teens.
Environment analysis
and strategy
A live project involves constant monitoring of global and local trends. We had to know everything: how digital and competitors develop, what will be trendy tomorrow and how to work with it. At the same time, it is not enough just to copycat the hype and make another "just-a-site-for-teenagers". We need to keep the focus on delivering the message of the brands and to tell a clear story about growing up.
Environment analysis
and strategy
A live project involves constant monitoring of global and local trends. We had to know everything: how digital and competitors develop, what will be trendy tomorrow and how to work with it. At the same time, it is not enough just to copycat the hype and make another "just-a-site-for-teenagers". We need to keep the focus on delivering the message of the brands and to tell a clear story about growing up.
Being "one’s own" for teenagers is achieved by a pedantic analysis of the environment:
Being "one’s own" for teenagers is achieved by a pedantic analysis of the environment:
2000s is the time for online flash games and timekillers. Users are still living on forums, blogging on Livejournal and other diaries, and hanging out on entertainment sites. 

At that time, we were also blogging on the site, communicating, leaving comments, sharing interesting articles. We started developing the edutainment theme and used it for a long time.

At the end of 2012, we became a community, a trusted platform where kids come to share their successes and failures, secrets and excitement. 

Youtube is tremendously popular, and already in 2014 we launched our own channel, the star of which was a top video blogger. 

Social networks have taken the lead and solidified themselves as platforms for communicating with friends. Of course, we got our own Vkontakte group. 
After 2016, all communication shifted to social networks. In Vkontakte group, users post 7000 messages every month. The site has become an online media on topics close to teens.

We relaunched the platform in a more modern design (mobile first), updated the content strategy to support lifestyle-based developments.
2000s is the time for online flash games and timekillers. Users are still living on forums, blogging on Livejournal and other diaries, and hanging out on entertainment sites.

At that time, we were also blogging on the site, communicating, leaving comments, sharing interesting articles. We started developing the edutainment theme and used it for a long time.
At the end of 2012, we became a community, a trusted platform where kids come to share their successes and failures, secrets and excitement. 

Youtube is tremendously popular, and already in 2014 we launched our own channel, the star of which was a top video blogger. 

Social networks have taken the lead and solidified themselves as platforms for communicating with friends. Of course, we got our own Vkontakte group.
After 2016, all communication shifted to social networks. In Vkontakte group, users post 7000 messages every month. The site has become an online media on topics close to teens. 

We relaunched the platform in a more modern design (mobile first), updated the content strategy to support lifestyle-based developments.
The project ecosystem has become a safe and trusted space that not only answers teenagers’ million questions about puberty, but also has a motivational mission: it supports, inspires, and helps them find their true self and become more confident in their creativity and activities.
The project ecosystem has become a safe and trusted space that not only answers teenagers’ million questions about puberty, but also has a motivational mission: it supports, inspires, and helps them find their true self and become more confident in their creativity and activities.
Solutions every day!
Analysis alone is not enough: it is important to constantly make changes, to test hypotheses and formats. We proposed and implemented new special projects, affiliate programs with influencers, and prepared interactive articles and infographics. To be more precise:
Solutions
every day!
Analysis alone is not enough: it is important to constantly make changes, to test hypotheses and formats. We proposed and implemented new special projects, affiliate programs with influencers, and prepared interactive articles and infographics. To be more precise:
Created interactive content for engagement: calculators, tests, calendars, and surveys
Developed a YouTube channel, launched collaborations with trendy Influencers for several years (climbing to the top 3 of YouTube branded platforms and keeping the status for over a year)
Launched a video blogging academy where teenagers could learn how to make their own vlogs
Created virtual brand ambassadors. They talked about sensitive topics that not every mom can raise with a teenager, wrote articles on their own behalf, interacted in the comments, and presented the project at various venues
Invited experts (a psychologist, a nutritionist, a cosmetologist, a stylist, and others), who answered users’ questions for free
Followed all the news and constantly updated the content according to the requests of the target audience, memes and events
Initiated content specials and contests with popular influencers and stars, and organized giveaways with cool prizes
Launched a chatbot to search for information on the site, it quickly became more popular than the search bar
Created interactive content for engagement: calculators, tests, calendars, and surveys
Developed a YouTube channel, launched collaborations with trendy Influencers for several years (climbing to the top 3 of YouTube branded platforms and keeping the status for over a year)
Launched a video blogging academy where teenagers could learn how to make their own vlogs
Created virtual brand ambassadors. They talked about sensitive topics that not every mom can raise with a teenager, wrote articles on their own behalf, interacted in the comments, and presented the project at various venues
Invited experts (a psychologist, a nutritionist, a cosmetologist, a stylist, and others), who answered users’ questions for free
Followed all the news and constantly updated the content according to the requests of the target audience, memes and events
Initiated content specials and contests with popular influencers and stars, and organized giveaways with cool prizes
Launched a chatbot to search for information on the site, it quickly became more popular than the search bar
As a result, the platform was on a roll, covering about 75% of our audience in Russia through one channel or another. The success and attractiveness of the project for the target audience is confirmed by the analytics:
As a result, the platform was on a roll, covering about 75% of our audience in Russia through one channel or another. The success and attractiveness of the project for the target audience is confirmed by the analytics:
11%
of the audience revisiting
site daily
10
minutes is the average visit time

8
pages viewed
per visit
of the audience revisiting
site daily
11%
minutes is the average visit time
10
pages viewed
per visit
8
Product
approach
From the very beginning, we carefully tracked and analyzed various metrics: site traffic, average sessions, popularity of sections, headlines and projects, counts of interactions with content.
Product
approach
From the very beginning, we carefully tracked and analyzed various metrics: site traffic, average sessions, popularity of sections, headlines and projects, counts of interactions with content.
We set up dashboards to review the data on the go. All our recommendations and decisions were based on metrics. Once the analytics skeleton was set up, the interactive scoreboard was generated automatically and saved a lot of team and client resources.
Daria Sushkova, Head of Product and Analytics at Convergent
We set up dashboards to review the data on the go. All our recommendations and decisions were based on metrics. Once the analytics skeleton was set up, the interactive scoreboard was generated automatically and saved a lot of team and client resources.
— Daria Sushkova, Head of Product and Analytics at Convergent
The iterative approach allowed us to quickly respond to market and target audience demands and change not only the content and design, but also the technical base: the site engine and interactivity.
In-depth analysis of user experience allowed us to make the site as convenient, interesting, understandable and relevant as possible - with good UX, UI and tone of voice. We used the product approach when it was not yet talked about as emphatically as it is now, and 8 years ago we were already striving to do human-centered digital.
The iterative approach allowed us to quickly respond to market and target audience demands and change not only the content and design, but also the technical base: the site engine and interactivity.
In-depth analysis of user experience allowed us to make the site as convenient, interesting, understandable and relevant as possible - with good UX, UI and tone of voice. We used the product approach when it was not yet talked about as emphatically as it is now, and 8 years ago we were already striving to do human-centered digital.
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