How We Strengthened Brand Awareness and Differentiated the Online School from Competitors

Objective: Increase brand awareness and create a unique identity.

The online school SOTKA, which prepares students for the Unified State Exams (EGE and OGE), faced a challenge: a highly competitive market and inconsistent communication made it difficult to stand out. Our goal was to develop a unified strategy across all channels, boost brand visibility, and clearly differentiate the school from its competitors. The KPIs were ambitious: growing the subscriber base, increasing reach, and launching an effective referral program.

Solution: Two Strategic Pillars — Reach and Loyalty

Reach: Become more noticeable, bold, and engaging.

To capture the attention of a broader audience, we focused on creative and viral content formats:

Launched branded channels on Telegram, Instagram, and YouTube with a cohesive visual identity.
Created viral special projects: including a unique YouTube show where bloggers and teenagers were tested on “adult life” knowledge.
Relaunched the referral program with gamification elements to motivate students to invite friends.

Loyalty: Teachers as Brand Ambassadors

We positioned key teachers as the public faces of the school and strengthened their presence on social media:

Launched personal Telegram channels for teachers to maintain real, direct communication with students.
Produced vertical content for Instagram and YouTube to create an informal, friendly connection with the audience.
Built a community around the brand where every student feels like part of the SOTKA family.

What We Delivered:

A YouTube show for students that combines education with entertainment.
30+ SMM strategies for school and teacher channels, unified under a consistent brand style.
Vertical short-form videos with humor and engagement — content students genuinely wanted to share.

CONTRL

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