Case study of setting up targeted advertising for blogger Daria Bayer
Progress
Project
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Promotion of a personal blog, warm-up of the course, sales funnel Checklist, collection of a potential database of students.
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The purpose of advertising
Warming up the course from a blogger-seller, creating a sales funnel for pre-selling the course. Collecting active target audience for a free checklist for warming up training.
What was done by the Needed People team
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Launch turnkey advertising campaigns on Instagram and Facebook.
Setting up ManyChat for automatic replies in Direct.
Using 5 different audiences and hypotheses.
Creating 4 sets of creatives for targeting each vacancy.
Checking for compliance with Facebook rules and launching the campaign within 24 hours. Monitoring and optimization of the advertising campaign.
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The result of the work of the Needed People team
The initial test budget was $100, it was launched for the active audience of the blogger's page + the blogger's customer base (phone numbers) was added. The further advertising budget was increased to $350 per month.
The average price for writing in Direct is $0.12. After writing in Direct, people received a free checklist, and after 60 minutes they received an invitation to an online meeting with the blogger (where a pre-sale of training had already taken place).
Settings
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After receiving online meeting invitations from 2,000+ requests, over 250 people attended the online meeting. The pre-sale of the course was successful, the average price per student was $11.3.
What were the objectives of the advertising campaign?
The main goal of cooperation with Darya Bayer was:
increase personal brand awareness on Instagram and Facebook;
attract new subscribers and clients for training and consulting programs;
generate a stable flow of leads through targeted advertising;
test different creative formats and find the most effective options.
Promotion strategy: how we organized our advertising work
To achieve maximum effectiveness, we combined precise targeting, intelligent audience segmentation, and creatives that reflect brand values.
Technical training and analytics
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Meta Pixel is configured to track all key user actions.
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End-to-end analytics are installed to clearly see the effectiveness of each stage of the funnel.
Creatives that reflect the value of your personal brand
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Videos and banner creatives were created with an emphasis on Darya Bayer's personality and expertise.
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Offers used: "Learn with a professional", "Unleash your potential", "Consultations and development programs".
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The visuals are made in the brand's style — modern, dynamic, and professional.
Audiences and segmentation to attract target customers
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Main target audience: young professionals, entrepreneurs, women and men aged 20–40.
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Additional segments: those interested in self-development, training, coaching, and business education.
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Look-alike audiences based on existing customers were used.
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Retargeting has been launched for site visitors and users who interacted with creatives.
Advertising campaign results for Darya Bayer
The CTR of the best creatives is 4.7%.
2000+ new followers on social media per month.
150+ applications for training programs and consultations.
30% reduction in lead cost after optimization.
The campaign worked stably, without blocks or technical failures.
What worked best in brand advertising
A video with the personal participation of Darya Bayer, where she shares her advice and experience.
Banners with an emphasis on specific benefits of the programs.
Retargeting those who watched the video but did not submit an application.
Recommendations for further development of advertising strategy
Launch lead generation in TikTok Ads to reach a younger audience.
Use stories with customer reviews in video format.
Add an automated chatbot to Messenger or Telegram for quick consultation appointments.
Conclusions
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The Darya Bayer case showed that properly configured targeted advertising can not only attract new customers, but also significantly increase the recognition of a personal brand.
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Thanks to the work of the "People Needed" team, the advertising campaign brought stable results, increased the number of subscribers, and improved the effectiveness of educational and consulting programs.
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
Targeted advertising of Darya Bayer's personal brand
Targeted advertising for Darya Bayer’s personal brand was focused not on vanity metrics, but on building a clear funnel for selling educational products. The blog’s audience was already loyal, actively watching stories and saving posts, but this attention did not always turn into applications. The task was to make sure that each stage of communication on Instagram and Facebook moved a person to a specific action: receiving a free checklist, participating in an online meeting, applying for training. The focus remained not only on the course, but also on Darya Bayer’s personality as a mentor who shows her own results and honestly talks about the path of her students. That is why targeted advertising for the personal brand was based on live videos, real stories, and demonstrating value even before the sale. This approach allowed us to build an educational journey that was comfortable for the audience, rather than an aggressive “launch”.
Starting conditions and goals of targeted personal brand advertising
At the start of the collaboration, Darya Bayer’s personal blog already had a recognizable style, active stories, and stable organic reach. However, the launch of courses depended mainly on “live” activity in the profile and recommendations, and paid advertising was used unsystematically. It was targeted advertising of a personal brand that was supposed to solve several problems at once: scale the reach among the target audience, collect a contact database through a free checklist, prepare people for an online meeting and further sale of the program. It was important not to “burn” the budget on cold impressions, but to gather the warmest possible base that was close to the topics of development, content, launches, and working with a personal brand. Therefore, the goals were clearly formulated: reduce the cost of contacting Direct, increase the number of high-quality dialogues, and obtain transparent analytics for each stage of the funnel.
Challenges of promoting an educational product through a personal blog
Promoting educational products through a personal brand always balances value and sales. Part of the audience is used to perceiving a blog as a source of free insights and may react warily to any commercial activity. Targeted advertising of Darya Bayer's personal brand was to show that the course is a logical continuation of what subscribers have long seen in the content, and not a random "promotion". An additional challenge was the need for segmentation: some people are just starting their journey in a personal brand, others already have experience, but do not understand how to scale the results. Ads had to speak to each segment in its language, without overloading it with complex terminology. It also became important to work with the frequency of displays so that the ad did not get bored, but naturally fit into the feed.
Funnel with checklist and online meeting in targeted advertising
The strategy was based on a clear funnel: targeted advertising led users to Direct to receive a free checklist, then ManyChat automatically published material and collected a contact database, and the next step was an invitation to an online meeting with Darya Bayer. This format allowed us to provide value even before any sales, to show our work style, thinking structure, and practical approach. During the online meeting, the audience received a deeper disclosure of the topic and understood how the course helps to go through the path faster. Targeted personal brand advertising in this case worked as a funnel launch button, not as a separate tool. Each click had a logical continuation, and did not end with simply viewing the profile page.
Creatives, audiences, and application automation via Direct
Darya Bayer herself was always at the center of the creatives: live videos in the “talking head” format, stories with fragments of speeches, footage of work processes. This approach allows targeted advertising of a personal brand to immediately create a feeling of familiarity, rather than a cold offer. In parallel, static banners were tested with a clear formulation of the benefits of the checklist and a simple call to write in Direct in one word. The audiences consisted of active subscribers, people who interacted with the profile, a base of previous customers and look alike segments. Automation through ManyChat ensured that no request was lost, and a response with the material came instantly. This created a feeling of structure and care, increased trust and willingness to continue communication.
Darya Bayer Brand Targeted Advertising Results and Scaling
The launch results confirmed the effectiveness of the chosen strategy. Initial tests showed a low cost of switching to Direct and a high percentage of people who actually picked up the checklist and read the message. After scaling the budgets, targeted personal brand advertising maintained a comfortable cost per action, and the number of training applications increased along with the quality of the dialogues. The “checklist - online meeting - course” funnel became a repeatable scenario that can be adapted for different products and launches. The most valuable result was not even a one-time increase in sales, but the creation of a model where each stage is measured and driven by data. This is what allowed Darya Bayer’s personal brand to scale without losing the intimacy and trust of the audience.