Book a free consutation >
How We Saved an AI Video Startup
From Unsuccessful Series to Viral Trailers
Confidentiality and Professional Ethics
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their consent. This is a mandatory standard in our work.
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their consent. This is a mandatory standard in our work.
Initial Situation: The Idea Isn't Taking Off
We were approached by an unusual startup — Relaity, a team with an ambitious mission to conquer the world. They were creating video content using artificial intelligence of such quality that they had virtually no competitors at that time.
Each of their videos looked like professional production but was completely generated by AI.
The problem was: despite the technical perfection of the videos, their content persistently failed to resonate with the audience. Subscribers grew slowly, engagement remained low, and Instagram advertising was "eating up" the budget with minimal returns.
When we began collaborating with Relaity, the picture was as follows:
Each of their videos looked like professional production but was completely generated by AI.
The problem was: despite the technical perfection of the videos, their content persistently failed to resonate with the audience. Subscribers grew slowly, engagement remained low, and Instagram advertising was "eating up" the budget with minimal returns.
When we began collaborating with Relaity, the picture was as follows:
- The team was producing high-quality mini-films and series with storylines
- Content was published regularly, primarily on Instagram
- Despite technical excellence, the videos received few likes, comments, and almost no reposts
- Instagram advertising yielded poor results, especially in terms of cost-to-subscriber growth ratio
- The team was puzzled: why wasn't content of such quality resonating?
One of the videos created in the concept before our active involvement in the project.
Despite technical excellence, the videos received few likes, comments, and almost no reposts
Armen Kaladzhyan
AK Marketing
What follows is a brief overview of the project.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
Audit and Problem Diagnosis
As a first step, we conducted a comprehensive audit of content, advertising campaigns, and audience analysis. The key problems soon became obvious:
- Disconnection from audience interests. The plots were original but often contrived and failed to elicit emotional response from viewers. There was no connection to popular culture and trends.
- Excessive publication frequency. The desire to maintain a regular publication schedule affected the quality of ideas. Better less, but better.
- Ineffective advertising strategy. Targeting was too broad, with ads set for general interests such as "art," "cinema," "fashion," resulting in high reach but low conversion.
- Unsuitable format and platform. Vertical videos on Instagram performed worse than horizontal formats would on other platforms.
- Lack of a strong communication strategy. Video descriptions were poetic but not informative. The audience didn't understand exactly what they were watching and why they should subscribe.
At first glance, these were first-class narrative mini-films, and even series.
Transformation Strategy
After detailed analysis, the Relaity team and I developed a new strategy, completely rethinking our approach to content and promotion.
1. Change in Content Concept
Instead of complex storylines and original stories, we decided to focus on what definitely resonates with the audience — cultural memes and familiar images:
- Abandoned the serial format and moved to self-contained short videos
- Started creating "trailers for non-existent films" — which immediately gave viewers a clear framework for perception
- Used recognizable images from popular culture (famous directorial styles, film franchises, characters)
- Launched a "remix" format — alternative versions of famous films in unexpected genres
2. Technical Optimization
- Switched from vertical format to traditional cinematic 16:9
- Reduced the timing to 1-2 minutes optimal for social networks
- Enhanced the dynamics of the video sequence and replaced voice-over with atmospheric music
- Used cinematic editing techniques, making videos similar to Hollywood blockbuster trailers
Example of a video in the new format. Activity increased dramatically.
3. Comprehensive Approach to Audience Engagement
- Expanded and structured text descriptions, explaining the idea and concept of each video
- Added context that helped viewers "read" references and appreciate the work more deeply
- Reduced publication frequency but increased quality
- Unified post design, creating a recognizable visual style
Our most popular video based on a well-known cartoon.
4. Reorientation of Advertising Strategy
- Focused on English-speaking audiences instead of diffuse geographic targeting
- Added Facebook as the main promotion platform (instead of relying exclusively on Instagram)
- Narrowed targeting to people interested in AI, contemporary art, experimental cinema, and digital design
- Split the advertising flow: for attracting new subscribers and for retaining existing ones
Achieved a very low cost per subscriber
Transformation Results
The changes began to yield results almost immediately. During the first month after implementing the new strategy, we saw substantial improvements, and by the end of the quarter, we achieved impressive results:
Quantitative results (December-January):
Instagram:
Quantitative results (December-January):
Instagram:
- Reach: 211,600 views
- Engagement: 4,200 reactions
- New subscribers: 14,300
- Average cost of attracting a subscriber: $0.82
- Reach: 422,000 views
- Engagement: 8,500 reactions
- New subscribers: 2,800
- Average cost of attracting a subscriber: $0.09 (9 times more effective than Instagram)
- Particularly notable was the surge on Facebook, where in just one week we gained more than 2,700 new subscribers with minimal advertising costs.
Qualitative Results
Beyond the growth in numbers, more important qualitative changes occurred:
Beyond the growth in numbers, more important qualitative changes occurred:
- Improved feedback. Substantive comments appeared instead of simple emojis. People began discussing the content, asking questions, expressing their opinions.
- Organic distribution. Users began actively reposting videos, recommending them to friends and followers.
- Perception change. Many viewers began perceiving the trailers as announcements for real films, which testified to the high quality of production.
- Commercial interest. Requests for full versions of films appeared in the comments, and even expressions of willingness to pay for viewing.
- Ideas for new directions. Users themselves suggested other ways to use AI video technology.
Why not use well-known characters?
Why Did It Work?
1. Relying on the Familiar, but with an Innovative Twist
By creating content based on familiar images, we ensured instant recognition and emotional connection. "Star Wars in Kurosawa style" or "Game of Thrones in space" — these concepts are understandable at first glance and arouse curiosity.
2. Proper Positioning
The transition from "we create original AI films" to "we create high-quality AI trailers for films that don't exist" fundamentally changed perception. This lowered expectations regarding the plot but increased interest in technical implementation.
3. Adaptation to Platform Format
Horizontal 16:9 videos on Facebook proved more effective for our product than vertical ones on Instagram. We didn't try to "break" the platform but adapted to its features.
4. Targeting the Right Audience
By focusing on AI enthusiasts, experimental film lovers, and digital art aficionados, we found those who could truly appreciate the uniqueness of the Relaity project.
By creating content based on familiar images, we ensured instant recognition and emotional connection. "Star Wars in Kurosawa style" or "Game of Thrones in space" — these concepts are understandable at first glance and arouse curiosity.
2. Proper Positioning
The transition from "we create original AI films" to "we create high-quality AI trailers for films that don't exist" fundamentally changed perception. This lowered expectations regarding the plot but increased interest in technical implementation.
3. Adaptation to Platform Format
Horizontal 16:9 videos on Facebook proved more effective for our product than vertical ones on Instagram. We didn't try to "break" the platform but adapted to its features.
4. Targeting the Right Audience
By focusing on AI enthusiasts, experimental film lovers, and digital art aficionados, we found those who could truly appreciate the uniqueness of the Relaity project.
A little horror never hurts popularity
Development Prospects and Conclusions
The result of the update and transformation opened several potential directions for Relaity's further development:
- Media direction — continuing to develop its own channel with monetization possibilities through partner placements and sponsorship
- Production model — creating AI videos on demand for advertising, the film industry, marketing campaigns
- Collaborations — cooperation with influencers, content creators, musical performers
- Regional projects — creating image content for cities and regions for tourism purposes
- Educational direction — masterclasses and courses on creating AI videos
Key Takeaways
The experience with Relaity confirms several important marketing principles, especially for innovative projects:
- Technical superiority is not a guarantee of success. Without proper positioning and understanding of the audience, even the most advanced technologies don't resonate.
- Start small and understandable. Before creating complex narratives, it's worth gaining audience trust through more accessible formats.
- Not every channel is equally effective. It's important to test different platforms and formats to find the optimal combination.
- Content must find emotional resonance. With AI video this is especially important — to overcome the "uncanny valley effect," you need to create emotional connections through familiar elements.
- Advertising should be precisely targeted. Broad reach is less effective than targeted interaction with an interested audience.
Unfortunately, despite the achieved results and obvious potential, the Relaity project ended for reasons unrelated to its capabilities. The investor decided to discontinue funding due to personal circumstances. Since the brand rights belonged to the investor, the team couldn't continue developing the project independently.
This reminds us that sometimes even the most promising startups face factors outside their control. Nevertheless, the experience and knowledge gained during work on the project became a valuable asset for all its participants and can be applied in future initiatives.
This reminds us that sometimes even the most promising startups face factors outside their control. Nevertheless, the experience and knowledge gained during work on the project became a valuable asset for all its participants and can be applied in future initiatives.
By the way, the main author of the project’s videos kept developing it on his own — and ended up winning several awards. Funny thing is, he’s still following the creative guidelines we gave him back then.
Expert Marketing for Startups and Technology Companies
⏹ Marketing innovative products requires a special approach. Unlike traditional markets, what matters here is not the quantity of leads but their quality. Not the size of the advertising budget, but its strategic distribution. Not the brightness of creatives, but their ability to demonstrate value and convert interest into actual solution implementation.
⏹ Over 10+ years of work, we have accumulated unique expertise in promoting products of various formats. We don't just launch advertising—we build comprehensive marketing systems that methodically convert marketing investments into customer acquisition and revenue growth.
⏹ Unlike many advertisers, we understand the specifics of decision-making in the technology sector and build marketing with these features in mind.
⏹ Unlike many advertisers, we understand the specifics of decision-making in the technology sector and build marketing with these features in mind.
Strategy + Advertising + Persuasion
By combining a strategic approach, targeted advertising, and warming, persuasive content, we attract high-quality leads and increase sales.
Start with the first step — a consultation
Every business is unique, and there are no one-size-fits-all solutions. We suggest starting with a 30-minute consultation to identify your key growth opportunities.
Or feel free to message us! We’re here to respond between 10:00 AM and 6:00 PM Central European Time (CET).
Choose your preferred messenger below.
Choose your preferred messenger below.
Genuine Client Feedback
Thank you for your responsible approach to the project. For us, this has been a challenging task, largely due to the novelty of the product in the Russian market. Despite the general skepticism among our fellow citizens, you managed to build clear and persuasive communication with the target audience.
This is reflected in the increased activity on our social media channels—we’re seeing strong interest in the topic of high-precision tuberculosis diagnostics. Website traffic to our project’s informational platform has also grown significantly. This is in large part thanks to your contribution.
This is reflected in the increased activity on our social media channels—we’re seeing strong interest in the topic of high-precision tuberculosis diagnostics. Website traffic to our project’s informational platform has also grown significantly. This is in large part thanks to your contribution.
Armen, thank you for the quality work. The results are clear to me personally. There used to be silence—now people are actually reaching out and asking about the medical center. I’m not good with words like that, but I’ll try to get more involved in the process too. I think I’ve started to believe in social media. Let’s keep it going.
Thank you for your support in launching the “ALGOM” project — an evidence-based medical reference system.
Over the course of our 1.5-year collaboration, I’ve come to appreciate your professionalism, your sense of responsibility, your reliability, and your ability to achieve ambitious goals.
While not all promotional objectives have been fully met yet — largely due to the Russian market’s limited readiness for such innovative products — we have made significant progress. You’ve become a valuable partner to us.
Over the course of our 1.5-year collaboration, I’ve come to appreciate your professionalism, your sense of responsibility, your reliability, and your ability to achieve ambitious goals.
While not all promotional objectives have been fully met yet — largely due to the Russian market’s limited readiness for such innovative products — we have made significant progress. You’ve become a valuable partner to us.
We launched our project at a very difficult time—right at the start of the pandemic. It was challenging not only to get clients, but even to generate leads.
However, you did everything possible to give us a strong start. We got a beautiful landing page and quickly grew our following—from nearly zero to 2,000 subscribers in just a few months.
We received a large number of inquiries from clients during the summer and early fall. The second wave of the pandemic brought its own “adjustments,” but we truly appreciate your professionalism and the way you approached the project.
However, you did everything possible to give us a strong start. We got a beautiful landing page and quickly grew our following—from nearly zero to 2,000 subscribers in just a few months.
We received a large number of inquiries from clients during the summer and early fall. The second wave of the pandemic brought its own “adjustments,” but we truly appreciate your professionalism and the way you approached the project.
We’ve been working with Armen for three years now. During our collaboration, we’ve launched dozens of advertising campaigns to promote the clinic’s services — from diagnostics to cosmetology.
Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
Thank you so much for your productive work — the numbers speak for themselves:
€40,000+ in revenue in June, typically the slowest month when most clinics see a drop in sales;
a record-breaking monthly revenue since the launch of the aesthetic center;
and for the first time in a year, the clinic has reached break-even.
€40,000+ in revenue in June, typically the slowest month when most clinics see a drop in sales;
a record-breaking monthly revenue since the launch of the aesthetic center;
and for the first time in a year, the clinic has reached break-even.
Thank you for supporting us from the very beginning of our business journey. At the start, our concept was vague — we didn’t even have a name. You guided us through every stage of building the business, from developing the strategy to acquiring our first clients.
You completely changed the way I approach marketing. For several months, I was paying an SMM manager for work that brought zero results.
You entered the project not just with ideas, but with a system that actually delivers. Most importantly, I finally understood what needs to be done — and how — to make social media generate sales instead of draining my time, energy, and money.
You entered the project not just with ideas, but with a system that actually delivers. Most importantly, I finally understood what needs to be done — and how — to make social media generate sales instead of draining my time, energy, and money.
In less than a month, we received a strong flow of inquiries on our website for our house-building promotion. Armen is always available and ready to provide guidance.
He also helped us make website changes to improve conversion. I’d also like to highlight a noticeable increase in comments and direct messages on our social media pages — something we hardly saw before, despite putting a lot of effort into creating posts.
He also helped us make website changes to improve conversion. I’d also like to highlight a noticeable increase in comments and direct messages on our social media pages — something we hardly saw before, despite putting a lot of effort into creating posts.