Promotion of Documentary Novels by Varta Project

Our task was to build maximum media coverage of novels online. For this, we chose Facebook and Instagram social networks, as well as the YouTube platform, as these are the most relevant platforms that provide a wide reach of the target audience.

Promotion of Documentary Novels by Varta Project

Case Study: Varta Project’s Documentary Novels Promotion

Varta Project is an initiative of brave volunteers who have come together to highlight and honor the bravery of military pilots. The main goal of the project was to create and distribute a series of documentary novels that would tell the stories of the lives and heroism of these pilots.

Tasks:

Our task was to build maximum online media coverage for the novels. To achieve this, we chose the social media platforms Facebook and Instagram, as well as the YouTube platform, as they are the most relevant platforms for reaching the target audience.

Approach to Solving the Task:

We divided the solution into 3 stages:

1. In the first stage, we posted a short teaser for the novel on Varta Project’s Facebook, Instagram pages, and YouTube channel. We promoted these posts in the news feed, adding links to the YouTube video. This way, we achieved the tasks of building awareness, gaining knowledge among the target audience, and introducing them to the project. Thanks to this, before the second stage, the audience already knew about the project and, after viewing the teaser, was eagerly awaiting the full novel.

2. In the second stage, we posted short videos about individual pilots on our social media pages to familiarize the audience with the novel’s heroes and generate interest. Each pilot video was also promoted to generate wide coverage.

3. In the third and final stage, we posted the complete novel on our social media pages and YouTube channel.

On YouTube, we used True View In-Stream promotion, which ensures video views. In addition, on social media, we ran promotions with a click-through option to the same YouTube video.

Thus, we built the following communication ecosystem:

1. Activation on YouTube:

In collaboration with the Varta Project team, we placed video novels to ensure maximum virality and recommendations. This included selecting popular tags and relevant keywords and including them in the video description. We also used paid promotion with optimization for teaser and novel views.

2. Instagram and Facebook:

We regularly posted interesting content related to the project (teasers, pilot videos) in post formats (Reels) and Stories for maximum reach and audience engagement. Paid promotions for posts with optimization for clicks directed traffic to the YouTube channel.

Results:

This approach proved highly effective. As a result of the campaign, the number of subscribers on the channel grew from 0 to 4,430, and on Instagram, it reached 3,100. Videos on YouTube garnered 958,000 views, and the overall campaign coverage exceeded 1.4 million unique users! Thus, over a million people learned about our heroes and their heroism.

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