International marketing agency, Nioly Media Group, achieved +54M views on TikTok for one lucky client—without an advertising budget. Forty-five days into the campaign, Haute Couture House reached out, offering partnership.
In August 2022, Anastasia Shev applied to become a client of the Nioly Media Group (NMG). Her goal was to become a major fashion influencer, partnering with luxury brands and attending exclusive industry events. Today Anastasia Shev is the fastest growing blogger in the Arab world.
However, back when Shev was starting out, she had a very modest social media following: her American TikTok account had 28K subscribers, her Instagram had 1K, and her Arab TikTok account had 0.
NMG’s primary task was to transform Shev’s image on social media so that she appeared as polished and established as celebrity accounts. Their next step was to create “catchy” content and earn a loyal audience.
“We are all about a new approach and new strategies. If you want fast, extraordinary results, you have to do something radically different.” – Polina Nioly, founder of Nioly Media Group
The NMG team focused on Shev’s two TikTok accounts simultaneously: Arab and American. Her American account would bring international recognition while her Arab account would nurture her most engaged and loyal audience. At that time, Instagram was the ultimate platform and essentially, the “portfolio” of all high-profile influencers. On August 25, 2022, NMG officially kicked off their first campaign for Shev and predicted that their goals would be reached within six months.
During the first week of the campaign, from August 29, 2022 to September 4, 2022, twenty-four strategic videos were posted to Shev’s American TikTok account. The first steps of the strategy brought enormous reach and increased engagement: 2.7M views, 4K comments, 12K shares and 2.6K subscribers.
Strategies for the Arab account, @shev.seen, kicked off on September 8. The videos uploaded that day reached 6.4M views.
NMG Manager: “It’s no secret that many established influencers achieve similar results after several months of strategic work. We received 6.4 million views on the first day of our campaign. This indicates that our launch strategies resonated with our target audiences and in fact, worked even better than expected.”
Another indication of the campaign’s effectiveness was the emergence of the first Anastasia Shev fan account, which appeared 3 weeks after the campaign launched. As NMG had strategized, Shev’s new celebrity-like image had successfully inspired users to engage in fandom.
Shev’s audience on Arab TikTok reached 100K subscribers in thirteen days. At this time, she began receiving invitations to events from luxury brands.
In her first month working with NMG, Anastasia attended the below events:
-Dior Gala Dinner
-Dior High Jewellery Collection Presentation
-Dior Closed Event—Cruise 2023 Collection Presentation
-Miu Miu Collection Presentation Event
-Louis Vuitton Dinner
-Oscar de la Renta Event
-Alexander McQueen Presentation
Anastasia Shev: “It’s super cool! I’m shocked how quickly everything happened: an interview in The New York Times, I was invited to a GALA evening by Dior, they also sent me gifts. Plus, I received an invitation to Cannes. And all these results came in less than 1.5 months.”
In the first month of the campaign, the following results were achieved: Arab TikTok—+121K subscribers and 54M views (in the first 17 days); American TikTok—12M views. Her Instagram following grew from 1K followers to +10K. Shev’s presence also began to expand outside of social media networks, namely 354K search queries on Google.
Rather than achieving the project’s goals over the course of several months, NMG was able to hit targets in just six weeks. During this time, Shev attended the following events: Dior Closed Event—Presentation of the Cruise 2023 Collection; Miu Miu Collection Presentation Event; Louis Vuitton Dinner; Oscar de la Renta Event; Alexander McQueen Presentation.
Anastasia Shev: “I didn’t expect such rapid results. It was really, very fast, I didn’t even have time to realize how it all happened. I was just doing my tasks—shooting the content that they were building for me.”
After two months of work, NMG was pleased to present the following results to Shev: Arab TikTok—174.8K followers (currently at 34.3M); American TikTok—1K followers (currently at 2.3M), Instagram—16.2K followers (currently at 50K).
According to classical advertising methods, NMG estimated the acquisition cost of Shev’s followers were $0.50 on TikTok and $1.20 on Instagram, which would have cost $90,000. However, thanks to NMG’s innovative methods, they were able to achieve these results at a fraction of that budget.
Polina Nioly: “Nastya’s case clearly demonstrates how social media has transformed the way competitive companies do business now. Proper use of social platforms guarantees fast results without the crippling investment of traditional advertising. Outdated strategies cannot drive these types of results, you need cutting edge, non-standard solutions.”
Social media is currently the most effective tool for quickly promoting a personal brand or driving financial goals for businesses, without the need for large investments or PR representation. Nioly Media Group’s achievements prove that any social media campaign can achieve a business’s desired goals, provided the right strategy—and the right team—is in place.
Polina Nioly: “My goal and the mission of my agency, Nioly Media Group, is to make our clients famous, thanks to new methods of promotion with minimal investment.”