Growing social media for a dry-cleaning chain
Growing Instagram from 100 to 12,000+ followers and launching TikTok from scratch. The work combined content strategy, filming inside the cleaning facility and real customer questions about the process and its results.
12,000+
Followers after the project, up from 100.
5M views
On one video. Other videos received 300,000–500,000 views each.
100 per month
From social media. Average order value: RUB 3,000–5,000.
Results at a glance
| Metric | Starting point | Result | Period / context |
|---|---|---|---|
| Instagram followers | 100 | 12,000+ | Over the project period |
| Instagram engagement | 0.1% | 15% | Calculation method needs clarification |
| TikTok followers | 0 | 8,000 | Over the project period |
| Leading TikTok video views | — | 5M | One video, one month |
| Other TikTok video views | — | 300K–500K | Per individual video; period unspecified |
| Website visits from social media | 0 | ≈ 80,000 | Monthly, TikTok and Instagram |
| Paid orders from social media | — | 100 | Monthly |
| Average order value | — | RUB 3,000–5,000 | Per order |
| Estimated revenue from social media | — | RUB 300,000–500,000 | Monthly: 100 orders × average order value |
Figures supplied by the project author. “—” means the starting value was not provided. The audience growth period is unspecified; monthly metrics are identified separately.
The starting point
The Instagram account had 100 followers and an engagement rate of 0.1%. TikTok needed to be launched from scratch. The task was to find engaging formats, explain the service and attract enquiries through social media.
Research and content strategy
I mapped more than five audience segments and reviewed over 50 competitor accounts. The strategy focused on cleaning processes, before-and-after results and practical garment-care advice, using examples from the cleaning facility.
Developing Instagram
I unified the accounts’ visual presentation. For before-and-after posts, the team developed a gallery format with an interactive element. Content focused on the results of the service and customer questions.
During the project, Instagram grew from 100 to more than 12,000 followers. According to the project author's figures, engagement increased from 0.1% to 15%.
Launching TikTok from scratch
I created and optimized the account, developed its content strategy and grew the channel. I filmed and edited short videos inside the main cleaning facility, focusing on visually interesting processes and equipment, and adapted the content for TikTok.
The account reached 8,000 followers. One video received 5 million views in one month, while other videos received 300,000–500,000 each. TikTok live streams were also launched.
Website traffic and paid orders
TikTok and Instagram began driving website visits, up from no traffic from these channels before the project. Social media generated approximately 80,000 website visits per month. Social media generated 100 paid orders per month, with an average order value of RUB 3,000–5,000, equivalent to estimated monthly revenue of RUB 300,000–500,000.
Automating responses
To handle customer questions, I built a SaleBot chatbot over roughly two weeks. It provided pricing based on keywords, answered common questions, offered a subscription bonus, shared promotions and handed complex requests to an operator.