Cherkasov: training Ukrainians in freelancing

The project is aimed at teaching Ukrainians how to earn money through freelancing via targeted advertising. The main goal is to help people acquire valuable skills and find freelance work, ensuring financial independence.

Task: The goal of the campaign was to attract leads for a free masterclass on targeted advertising with an average cost of up to 70 UAH per lead. This allowed for increased audience reach and promoted the training program.

Launch Strategy
1. Conducted audience analysis: Ukrainians, mothers, beginner freelancers.
2. Tested geo: Ukraine + Europe (Ukrainians abroad).
3. Launched various offers — the best performing was "Free Training."
4. Used videos and banners with patriotic accents.

Client Service
- Regular analytics + recommendations.
- Prompt response to changes in CPL.
- Leads were immediately integrated into CRM for quality control.

Challenges and Solutions
- Increase in CPL — launched advertising from multiple accounts.
- Not all offers worked — focus on the most effective.
- Adaptation for different geos (behavioral differences).

What Worked
- Offer "Free Freelance Training"
- Advertising across multiple geos — wider reach
- Account optimization — stable lead cost

Results:
- 994 potential clients were attracted during the campaign period.
- Total campaign costs amounted to $1,201.72.
- The average cost per lead was $1.21.
- The advertising campaign reached 250,947 users.
- Ads were shown an average of 1.99 times per user.