PIK: Telegram channel content strategy
Launched a TG content strategy: categories, residential complex tours, animations + surveys and contests; channel grew to 500,000+ and became a trusted platform.
- Client
- PIK
- Location
- Moscow, Russia
- Year
- 2024
Task
Develop and implement a strategy for managing the PIK group's TG channel to enhance brand recognition, audience engagement, and trust in the company.
ПИК
One room — three scenarios: bedroom, office, or children's room 🏠
We show how the space transforms with furniture, lighting, and storage.
Browse the selection and choose the option that suits you best.
ПИК
Layout is not just about square meters. It's about how your daily life will be organized 😉
A family with a child needs separate rooms and well-thought-out storage space.
If you work from home, a dedicated office area will be useful.
In a first apartment, a convenient kitchen-living room and minimal useless corridors are especially valued.
We have compiled 5 signs of a good layout to consider before purchasing.
ПИК
What is more important to you when choosing a residential complex? 🔑
transport nearby
gated courtyard
schools and kindergartens
apartment layout
landscaping
price
Vote in the poll — and tomorrow we'll analyze the most popular answers and show examples.
ПИК
“We chose an apartment near a park and school. In the end, the courtyard, peace, and clear infrastructure around were the most important.”
We talked to residents about how they chose their apartment, what became important after moving, and what details they recommend checking in advance.
Strategy
Content Strategy:
Creating a unified visual and textual style in accordance with the brand book.
Developing sections: company news, customer reviews, useful content (real estate life hacks, renovation tips), image publications.
Video content: filming tours of residential complexes, interviews with experts, animated videos about the advantages of residential complexes.
Audience Engagement:
Interactivity: polls, challenges, contests among subscribers.
Responding to comments and working with feedback.
Cross-promotion with partners, participation of opinion leaders.
ПИК
We showcase the residential complex as if you're already inside 🏠
In one minute, we'll walk through the courtyard, lobby, children's areas, entrance groups, and show how the space around the house is organized.
Watch the video and note which area is most important when choosing a residential complex.
ПИК
⚠️ Before buying an apartment, it's important to look beyond price and square footage.
PIK expert explains how to evaluate layout, infrastructure, construction timelines, documents, and future maintenance costs.
We've compiled a checklist you can save before viewing an apartment.
500000
current Telegram channel audience
ER growth
Increased engagement, strengthened brand reputation, and enhanced audience loyalty.
Detailed data on reach, engagement, and other marketing metrics for this project are not disclosed due to confidentiality agreements. We respect our client's agreements and do not publish confidential statistics on public platforms.
/ Project team
- Marketer
- Mikhail Tarasov
- Designer
- Artem Kachanko
/ See also
Other projects
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