Project Information
Kanapka (Канапка) — an online Polish language school with 10 years of experience: over 15,000 graduates and one of the largest YouTube communities in the niche — 58,000+ subscribers.
The main audience — Ukrainians moving to Poland for study, work, and life.
We have been working with Kanapka for 18 months. The project came through a recommendation. The brand had previously worked with a Meta advertising team, but the previous contractor did not meet the level of communication and engagement: nothing was tested, mechanics were not changed, and new connections were not sought. The entire influx of clients relied on one or two campaigns.
Task
The client wanted a new approach — systematic, flexible, and engaging: so that the business had several traffic sources and many working connections, rather than dependence on one or two campaigns.
Goal — a stable, predictable flow of applications and the ability to scale.
Our Approach
1. Recommended and launched Google as an additional traffic source. Previously, the client only worked in Meta.
2. In Meta, we constantly test new audiences, creatives, and formats — to not only maintain results but also scale them.
3. Launched new formats: webinars and collaborations.
4. Developed the client's Instagram profile and ran advertising campaigns for it.
5. Built a quiz funnel: users take the quiz and sign up. This is a stable working connection with a large flow of applications.
Challenges
1. Seasonality. Off-season results dropped, so we constantly sought new connections to maintain stability even in the off-season.
2. Volume of creatives. We tested many formats and identified the one that works best — conversational video. We help the client create such videos.
Result
The average application price consistently holds around $2 — a strong indicator for the niche.
The working quiz funnel provides the client with a large and predictable flow of applications, new students, and the ability to scale.
Effective advertising has given the business cash flow for growth: the client updated the website and plans to test TikTok.
We have long gone beyond the role of a contractor and become a business partner. The outcome — 18 months of collaboration and high LTV.
~$2
Average application price
18 months
Stable collaboration
Meta + Google
Traffic sources
Kanapka (Канапка) — an online Polish language school with 10 years of experience: over 15,000 graduates and one of the largest YouTube communities in the niche — 58,000+ subscribers.
The main audience — Ukrainians moving to Poland for study, work, and life.
We have been working with Kanapka for 18 months. The project came through a recommendation. The brand had previously worked with a Meta advertising team, but the previous contractor did not meet the level of communication and engagement: nothing was tested, mechanics were not changed, and new connections were not sought. The entire influx of clients relied on one or two campaigns.
Task
The client wanted a new approach — systematic, flexible, and engaging: so that the business had several traffic sources and many working connections, rather than dependence on one or two campaigns.
Goal — a stable, predictable flow of applications and the ability to scale.
Our Approach
1. Recommended and launched Google as an additional traffic source. Previously, the client only worked in Meta.
2. In Meta, we constantly test new audiences, creatives, and formats — to not only maintain results but also scale them.
3. Launched new formats: webinars and collaborations.
4. Developed the client's Instagram profile and ran advertising campaigns for it.
5. Built a quiz funnel: users take the quiz and sign up. This is a stable working connection with a large flow of applications.
Challenges
1. Seasonality. Off-season results dropped, so we constantly sought new connections to maintain stability even in the off-season.
2. Volume of creatives. We tested many formats and identified the one that works best — conversational video. We help the client create such videos.
Result
The average application price consistently holds around $2 — a strong indicator for the niche.
The working quiz funnel provides the client with a large and predictable flow of applications, new students, and the ability to scale.
Effective advertising has given the business cash flow for growth: the client updated the website and plans to test TikTok.
We have long gone beyond the role of a contractor and become a business partner. The outcome — 18 months of collaboration and high LTV.
~$2
Average application price
18 months
Stable collaboration
Meta + Google
Traffic sources