2025
Avride (autonomous vehicles and delivery robots),
TripleTen (edtech and reskilling for tech careers).
Solution
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For TikTok and Reels, we adapted content to the behavior and interests of a younger audience, emphasizing visual dynamics and simple explanations of the Explorer Tier’s value.
For technical channels (Twitter, Reddit), we used in-depth expert materials and native formats to hold the attention of professionals and drive engagement.
Mass reposts with opinion leaders created a “social proof” effect and increased reach without additional spending on targeting.
We used look-alike audiences and behavioral targeting, which helped save budget and improve conversion rates.
3
Focused on organic reach in social networks, backed by targeted advertising.
The funnel was built to reflect the stages of awareness → consideration → trial.
Analytics and end-to-end tracking were implemented to monitor campaign performance in real time.
Execution
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Examples
Reels & TikTok clip with a native recommendation of Nebius as a tool for beginner AI developers
09:44
09:44
Reels and TikTok with a visual walkthrough of the AI Studio interface
(Danica Simic)
A series of clips positioning Nebius as a launchpad for ML experiments
09:44
09:44
Reels + LinkedIn integration, highlighting Nebius use during AI hackathon prep and participation
Collaboration
Creative approvals followed a centralized workflow via a Content Approval spreadsheet.
All scripts and videos were reviewed for technical accuracy and positioning.
Edits were made within 48 hours following feedback from the client or influencer.
Campaign reporting and monitoring were done weekly via a live document and working meetings.
After the first launches and CPM analysis, we reallocated budget toward videos with high organic performance (especially for AI Studio).
Some bloggers did not pass content verification — their launches were stopped to maintain a unified tone of communication.
Scripts for Stories were refined: terminology was simplified to avoid technical overload.
Results
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Traffic from LinkedIn integrations (e.g., Audrey Chen) demonstrated the highest quality in terms of depth of interaction and registration rate.
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ROMI
360%
ROMI for the AI Studio direction exceeded 360%, thanks to a high share of organic reach and repeated influencer posts.
2.9%
The average conversion rate (CR) from creatives was 2.9%, which is twice as high as Nebius' typical landing page CR.
CPL
44%
CPL within the campaign decreased by 44% compared to previous experimental launches without influencers.
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Several influencers signed 6-month contracts — Nebius and the agency continued regular collaboration with bloggers who showed the best engagement and conversion metrics.
Successful video formats and scripts were scaled in the second wave of launches (Q2 2025), including in new geographic regions.
Insights
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Clear product positioning allowed us to quickly communicate Nebius’s value to different audiences — from AI developers and researchers to DevOps engineers and members of the academic community.
The short video format on TikTok and Reels proved optimal for promoting the Explorer Tier — native delivery and visual explanation of benefits helped reduce the entry barrier for new users.
A data-driven approach to optimization enabled real-time budget redistribution, scaling of effective combinations, and increased ROMI at every stage.
Engagement of micro- and nano-influencers with loyal technical audiences ensured trust and organic reach — especially on X and LinkedIn.
Timely adjustments to creatives and scripts, based on feedback and results from early launches, boosted the effectiveness of the main campaign wave.
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In some cases, the overly technical presentation in the initial creatives reduced engagement — some materials had to be simplified and adapted to short-form video formats.
Certain platforms (e.g., Reddit) showed good reach but lower engagement depth — further A/B testing of formats will be needed in future campaigns.
Not all bloggers were ready to work with technically complex products — the selection process should begin with deeper casting, including mini-briefs and test scripts.
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Flexibility is key: rapid adjustments, resource redistribution, and close collaboration with the client allowed us to exceed expectations.
AI infrastructure requires not just reach but a close match between the product and influencer profile — this ensures not just clicks, but real product engagement.
Demonstrating interfaces and technical use cases builds trust and lowers the entry barrier — especially when communicating with developer and ML engineer audiences.
