Mesto launched into multiple geographies with strong founder visibility and media buzz, but traction leaned too heavily on that external brand capital. Over eleven months, a structured, channel-led marketing program replaced ad‑hoc promotion: consistent content, a webinar engine, and community touchpoints across Telegram, Instagram, LinkedIn, and YouTube. The program delivered measurable audience growth, first clients, and niche recognition—even as the project later wound down due to an unsustainable retention and monetization model.
Client
Mesto — a relocation service and community operating in Bali, Cyprus, Turkey, and the Netherlands. Services included visa assistance, concierge, accommodation, coworking access, and a community layer with events and leisure activities.
Problem
- Heavy reliance on external brand capital (founders, investors, situational media coverage).
- Absence of a sustainable client retention and monetization model.
- Result: dependence on reputation-led acquisition and eventual closure of the project.
Goals & Objectives
- Launch a structured marketing strategy for market entry.
- Build brand awareness and recognition within the professional community.
- Attract the first wave of clients and community members.
- Establish strong communication channels via social media and webinars.
Solution
- Executed cross‑channel marketing across Instagram, LinkedIn, Telegram, supported by YouTube webinars and expert collaborations.
- Organized and delivered 30+ webinars on YouTube, targeting relocation‑interested professionals.
- Launched a consistent content strategy on Telegram and Instagram to sustain community growth.
- Enhanced brand reputation through public online events to build trust.
Timeline: preparation — 2 months; active phase — 4 months; overall duration — 11 months.
Results
- Telegram: 1,519 members (end-of-project snapshot).
- Instagram: 3,596 followers (end-of-project snapshot).
- LinkedIn: 789 followers (end-of-project snapshot).
- Webinars: 30+ sessions, 5,000+ cumulative participants.
- Clients: 10+ acquired; avg. deal size $2,000; LTV $6,000.
- Outcome: Mesto achieved broad recognition and visibility within its niche.
Extra Info
- Channels: YouTube, Telegram, Instagram, LinkedIn.
- Tools/Approach: digital marketing, webinars, collaborations, content strategy.
- Team: Founder, Co‑founder, CEO; Project Owner & Co‑Project Owner per location; CMO (full‑time, case author), SMM specialist, visa manager.
- Constraints: dependence on external brand recognition and media buzz; lack of long‑term monetization model.
- Duration: 11 months.
- Website: mesto.in (archived; includes project description and closure reasons).
- Budget: information not disclosed.
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