11,730 applications at 6.6 UAH for a regional news channel
Social Media Advertising
Kyiv Now | News of Kyiv is a regional Telegram channel. Its goal is to become the main source of local news for the capital: fast, verified, and as close to the people as possible.
Main tasks:
✓ Form a clear local identity and trust among Kyiv residents
✓ Create a system of stable growth through Meta ADS and partner channels
✓ Ensure cheap but quality audience engagement within Kyiv
Pitfalls:
Local projects have a narrow geographic targeting, so effectiveness heavily depends on the selection of channels and topics. Additionally, part of the audience is already subscribed to major news resources, so it was necessary to create content with a clear focus on district events — news about transport, safety, outages, etc.
What has been done:
1. Developed the identity and tone of voice of the channel
2. Launched a series of advertising campaigns in Meta ADS
3. Used regional spillovers from district channels and news publics
4. Built an internal network of partner channels for mutual traffic exchange
Strategy:
We focused on a hyper-local approach — advertising was launched in waves based on real events:
• power outages
• transport restrictions
This resulted in a CTR above average (0.8%) and a stable conversion of subscribers. The average cost per subscriber was 6.6 UAH, which is 20% cheaper than the average in the Kyiv-region niche.
Results
Budget: 77,418 UAH
Applications: 11,730 pcs
Cost per application: 6.6 UAH
Main tasks:
✓ Form a clear local identity and trust among Kyiv residents
✓ Create a system of stable growth through Meta ADS and partner channels
✓ Ensure cheap but quality audience engagement within Kyiv
Pitfalls:
Local projects have a narrow geographic targeting, so effectiveness heavily depends on the selection of channels and topics. Additionally, part of the audience is already subscribed to major news resources, so it was necessary to create content with a clear focus on district events — news about transport, safety, outages, etc.
What has been done:
1. Developed the identity and tone of voice of the channel
2. Launched a series of advertising campaigns in Meta ADS
3. Used regional spillovers from district channels and news publics
4. Built an internal network of partner channels for mutual traffic exchange
Strategy:
We focused on a hyper-local approach — advertising was launched in waves based on real events:
• power outages
• transport restrictions
This resulted in a CTR above average (0.8%) and a stable conversion of subscribers. The average cost per subscriber was 6.6 UAH, which is 20% cheaper than the average in the Kyiv-region niche.
Results
Budget: 77,418 UAH
Applications: 11,730 pcs
Cost per application: 6.6 UAH