19M
Post views
365-day measured period
Social media marketing · Case study
WOG
National fuel station chain · Ukraine12 November 2023 → 10 November 2024
19M
Organic post views
153K net followers · 41 videos · 0 paid distribution for the content result
01
Context
The objective was to increase use of the company mobile application, not simply create more reach.
The brief described an already-high target: 100K TikTok followers, 100K+ average views per video and media reach at competitor level. The starting baseline itself was not supplied in the source materials.
02
Constraint
The work had to survive a brandbook, an in-house marketing team and multi-step approvals — with app conversion kept under NDA.
- Enterprise reach without enterprise shortcuts: brandbook constraints, an existing marketing department and multi-step concept approvals.
- App conversion figures are under NDA.
- The content result used 0 paid distribution.
03
Strategy
01Positioning
02Offer
03App hook
04Format
05Profile path
06App action
04
Execution
Every service mention needed a reason to exist in the content and a clear path toward an app action.
- Each service mention needed a content reason and a path to an app action.
- The profile grid showed multiple high-performing posts rather than one lucky video: 3.0M, 2.3M and 1.9M were visible together.
05
Results
153K
Net followers
153,586 total followers in proof screenshot
13M
Total viewers
4.1M new viewers in the same window
582K
Likes
Plus 7,737 comments and 8,938 shares
Top five posts in the measured year: 3,043,703; 2,287,908; 2,071,537; 1,907,884; and 1,449,687 views.
85K profile views were recorded in the overview.
06
Evidence
07
Proof limits
What this case does not claim.
- App-download and app-usage conversion figures remain confidential.
- The live account later stopped being clean proof because it was abandoned or renamed.
- 19M views must not be presented as app-conversion data.
08
How we worked
The content system was built around the corporate approval chain, so hooks, service mentions and app actions could move through it without losing the idea.
- Corporate approval workflow integrated into the content system.
- Offer and service mentions were tied to app-relevant hooks and actions.
The case intentionally stops at the proof limit: organic reach is documented, app conversion is not disclosed.
View full presentation
1 / 13
Swipe on mobile or use the controls.
Next step
Work with me on UpWork
If this case is close to your problem, send me the context on UpWork.
View my UpWork profile