HSE International Olympiad
The International Youth Olympiad is an annual free competition for foreign school students organized by the National Research University Higher School of Economics (HSE)
The International Youth Olympiad (IYO) is the most extensive international project of the Higher School of Economics (HSE) for prospective students
For 8 years, HSE has been assisting students from various countries in obtaining higher education!
Website
To organize lead generation for the Olympiad in selected fields for the Higher School of Economics in Kazakhstan, Uzbekistan, and Kyrgyzstan
Objective of the advertising campaign
- Develop a promotion strategy using targeted and contextual advertising
- Create creatives that will attract participants specifically to the specialties required by the university
Advertising campaign tasks
Ranking social networks by traffic referral to external websites
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About promoting abroad from Russia
Since 2022, the information space of the world and Russia has diverged.
When planning campaigns abroad, we must have a good understanding of the networks and contextual services that operate there, as well as the potential audience size we can expect. Based on this analysis, we can develop media plans and make forecasts for advertising campaigns
Let's start by analyzing markets for social and contextual networks.
When planning campaigns abroad, we must have a good understanding of the networks and contextual services that operate there, as well as the potential audience size we can expect. Based on this analysis, we can develop media plans and make forecasts for advertising campaigns
Let's start by analyzing markets for social and contextual networks.
* Facebook / Instagram — services provided by an organization recognized as extremist
Audience comparison
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Russian-speaking
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Conclusions from the statistics
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- The prevalence of social and contextual networks in European and Asian countries varies significantly
- The age composition of the Russian-speaking audience also differs between these regions
- It is strictly prohibited to use Instagram* in Russian state educational institutions
- The remaining viable social networks are YouTube and TikTok, along with the contextual network Google
* Facebook / Instagram — services provided by an organization recognized as extremist
HSE. Google promotion
Contextual advertising: audience matrix
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Аdvertising campaign strategy
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Contextual advertising: creatives
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Paid search. Results
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Display Network. Results
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HSE. Youtube promotion
Advertising campaign strategy
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Youtube. Creatives
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Youtube. Results
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Insights and findings
After conducting a comparative analysis of countries and networks, we can draw several interesting conclusions:
Insight 3
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In 2023, it is entirely possible to run advertising campaigns from Russia targeting countries worldwide, yielding results significantly greater than initially projected.
While we initially aimed to achieve 3829 clicks, the campaign ultimately generated 7980 clicks within a condensed timeframe.
While we initially aimed to achieve 3829 clicks, the campaign ultimately generated 7980 clicks within a condensed timeframe.
Insight 2
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For broader reach on YouTube, it is advisable to utilize all formats, including prerolls and video in-feed
Insight 1
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Among the networks for the media coverage of the project, Google Ads and YouTube can confidently be chosen.
However, it is important to understand that Google Ads may result in sharp fluctuations in coverage and clicks. This is related to tailoring the campaign to your budgets and timelines.
In some places, the campaign easily finds the audience and scales smoothly (Uzbekistan).
In other locations, the campaign makes several attempts to engage the audience with your creatives (Kyrgyzstan)
However, it is important to understand that Google Ads may result in sharp fluctuations in coverage and clicks. This is related to tailoring the campaign to your budgets and timelines.
In some places, the campaign easily finds the audience and scales smoothly (Uzbekistan).
In other locations, the campaign makes several attempts to engage the audience with your creatives (Kyrgyzstan)
The project manager's comment
Uljana
Our team often takes on ambitious tasks. One such project was the International Youth Olympiad by HSE.
At the outset, we discussed a minimum of 5 media plan options. However, we ultimately chose the most effective one for generating applications from CIS countries.
We encountered many surprises - Google moderation, unusually high response, but unstable CPC, and challenges in managing YouTube campaigns.
Nevertheless, the end result was a very high-quality and robust advertising campaign.
At the outset, we discussed a minimum of 5 media plan options. However, we ultimately chose the most effective one for generating applications from CIS countries.
We encountered many surprises - Google moderation, unusually high response, but unstable CPC, and challenges in managing YouTube campaigns.
Nevertheless, the end result was a very high-quality and robust advertising campaign.
CEO
The PPC manager's comment
Daria
For me, the project seemed quite straightforward. Yes, two weeks for an advertising campaign might not be much for Google Ads; it takes a while to ramp up.
However, at the start, we took on several dozen creative variations and had a sufficient budget for their launch.
As a result, we were able to fully meet the KPIs.
Thanks to our designer Denis :)
However, at the start, we took on several dozen creative variations and had a sufficient budget for their launch.
As a result, we were able to fully meet the KPIs.
Thanks to our designer Denis :)
PPC-manager
Team
Certificates and qualifications
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Daria
PPC-manager
Uljana
CEO
Analyst
Alex
Designer
Den
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