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We helped to Turn
a Watersports Travel Startup into a High-Performing Business
a Watersports Travel Startup into a High-Performing Business
Strategy, Creatives, and Numbers Behind the Results
From €44.50 per lead down to €0.16 — in just one month.
From €44.50 per lead down to €0.16 — in just one month.
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 written 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 written consent. This is a mandatory standard in our work.
The Challenge: When Everything Is Going Wrong
Imagine a young travel agency with a bold and unusual concept, built by true watersports enthusiasts. Despite their passion, they’re struggling to generate leads and reach the right audience. Marketing budgets are being burned through with little to no return, and the cost per new follower reaches as high as €44.50.
This was exactly the situation our client faced — a boutique agency specializing in watersports experiences, founded by two women passionate about kitesurfing, diving, and other aquatic adventures.
Their offer was unique: not for pros, but for beginners and hobbyists — people tired of traditional beach holidays, yet unsure which water activity to try.
Despite beautiful creatives and well-produced content, nothing was working. That’s where we stepped in.
This was exactly the situation our client faced — a boutique agency specializing in watersports experiences, founded by two women passionate about kitesurfing, diving, and other aquatic adventures.
Their offer was unique: not for pros, but for beginners and hobbyists — people tired of traditional beach holidays, yet unsure which water activity to try.
Despite beautiful creatives and well-produced content, nothing was working. That’s where we stepped in.
Despite beautiful creatives and well-produced content, nothing was working. That’s where we stepped in.
Irene Kirillova
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.
Initial Diagnosis
When we began working with the agency, the situation was critical:
The key challenges included:
- Extremely high cost per follower — ranging from €5.40 to €10.10
- Advertising campaigns generating almost no leads
- Low engagement — only 20 to 50 likes per post, minimal comments
- No strategy for attracting newcomers unfamiliar with watersports
The key challenges included:
- Misunderstanding the real target audience
- Creatives that looked great but didn’t convert
- A cold, impersonal brand presence
- A lack of founder visibility and authenticity in communications
The client was meticulously tracking their ad performance.
In this screenshot, for instance, you can see the number of new followers and the cost per follower — and it was high.
In this screenshot, for instance, you can see the number of new followers and the cost per follower — and it was high.
Strategic Transformation: Rethinking the Business
We didn’t jump into ads right away. Instead, we overhauled the brand’s positioning and communications.
1. Repositioning for Emotional Connection
Previously, their profile was purely transactional: just a list of services and a formal description of the agency.
We rewrote everything, putting the spotlight on emotions and experiences. Rather than focusing on the agency itself, we focused on what truly matters to the audience — the feeling of adventure, discovery, and self-expression through water.
This single change significantly boosted conversions from profile visits to follows — increasing from 5–8% to 10–25%.
We rewrote everything, putting the spotlight on emotions and experiences. Rather than focusing on the agency itself, we focused on what truly matters to the audience — the feeling of adventure, discovery, and self-expression through water.
This single change significantly boosted conversions from profile visits to follows — increasing from 5–8% to 10–25%.
Example.
A new, lighter and more approachable profile description helped increase the follow conversion rate from 5–8% to 10–25%.
Notice that the headline no longer includes the agency’s name, as it did before. Clients aren’t interested in branding or agency titles — they want to see what matters most to them, right away.
A new, lighter and more approachable profile description helped increase the follow conversion rate from 5–8% to 10–25%.
Notice that the headline no longer includes the agency’s name, as it did before. Clients aren’t interested in branding or agency titles — they want to see what matters most to them, right away.
2. Rethinking the Target Audience
One of the biggest insights of the project was discovering we had the wrong audience in mind.
At first, we assumed the ideal clients would be watersports fans — surfers, divers, kiteboarders. But deeper analysis revealed a surprising truth: experienced enthusiasts already know where to go, often traveling independently or booking directly through instructors.
The real audience turned out to be:
At first, we assumed the ideal clients would be watersports fans — surfers, divers, kiteboarders. But deeper analysis revealed a surprising truth: experienced enthusiasts already know where to go, often traveling independently or booking directly through instructors.
The real audience turned out to be:
- Adults aged 35+
- Residents of major cities
- Active lifestyle seekers (motorcyclists, skiers, hikers)
- People tired of mainstream resorts, looking for new passions
3. Humanizing the Brand
Next, we encouraged the founders to show their faces, share their own stories, and build personal rapport with their audience.
They were initially hesitant, worried about going public. But over time, they began posting from a first-person perspective — sharing behind-the-scenes moments, memories from past trips, and their passion for watersports.
The results were immediate: engagement soared, trust grew, and the cost per lead began to drop.
They were initially hesitant, worried about going public. But over time, they began posting from a first-person perspective — sharing behind-the-scenes moments, memories from past trips, and their passion for watersports.
The results were immediate: engagement soared, trust grew, and the cost per lead began to drop.
Example.
Over time, we overcame internal resistance and started publishing personal posts on behalf of the agency’s founders.
Over time, we overcame internal resistance and started publishing personal posts on behalf of the agency’s founders.
Content + Advertising Synergy: What Actually Worked and Why
Once we established a new strategic direction, it was time to put it into action. The turning point came from aligning two key components: content marketing and performance advertising.
Rethinking the Creative Approach
One of our biggest breakthroughs was realizing that the best-performing ads weren’t the most “creative” or “aesthetic.” They were the simplest, clearest, and most emotionally resonant.
Previously, the client had invested in elaborate slideshows and highly designed videos produced by professional graphic teams. While beautiful, they didn’t convert.
The right ad is the one that works — not the one the client finds visually impressive.
We had to help the client let go of the idea that quality equals polish. Instead, we moved toward creatives that:
Previously, the client had invested in elaborate slideshows and highly designed videos produced by professional graphic teams. While beautiful, they didn’t convert.
The right ad is the one that works — not the one the client finds visually impressive.
We had to help the client let go of the idea that quality equals polish. Instead, we moved toward creatives that:
- Clearly communicated the core value of the offer
- Were instantly understandable
- Triggered emotional responses
- Included direct, actionable calls-to-action
Creatives
We always tell our clients: it’s not the “beautiful” or “creative” ads that perform — it’s the simplest ones that are clear and convincing.
Previously, the client used slideshows and overly designed videos in their ads.
Like the one in this screenshot — a visually polished but ineffective video mock-up created by the client’s designer.
None of it worked.
Eventually, we helped the client shift their idea of what “good advertising” actually is.
Good advertising is the kind that works — not the kind the client finds visually appealing.
We always tell our clients: it’s not the “beautiful” or “creative” ads that perform — it’s the simplest ones that are clear and convincing.
Previously, the client used slideshows and overly designed videos in their ads.
Like the one in this screenshot — a visually polished but ineffective video mock-up created by the client’s designer.
None of it worked.
Eventually, we helped the client shift their idea of what “good advertising” actually is.
Good advertising is the kind that works — not the kind the client finds visually appealing.
Example of Our Ad
A promotional post designed to attract new followers.
Cost per follower: €0.20
A promotional post designed to attract new followers.
Cost per follower: €0.20
Example of Our Ad
One of the lead generation ads we created.
Average cost per lead: €1.90
One of the lead generation ads we created.
Average cost per lead: €1.90
Testing and Optimization: The First Month as Investment
The first month of collaboration was tough. The average cost per follower remained high — between €0.70 and €1.30. At times, it felt like the partnership might not survive the trial period.
But we treated that month as a strategic investment in learning.
During this phase, we:
But we treated that month as a strategic investment in learning.
During this phase, we:
- Tested different audience segments and behavioral profiles
- Identified which creatives performed best
- Abandoned false assumptions about who we were targeting
- Set up proper analytics to track performance accurately
Example
A targeted ad designed to grow the follower base.
Cost per follower: €0.16
A targeted ad designed to grow the follower base.
Cost per follower: €0.16
Month Two: The Breakthrough
By the second month, everything changed:
- Cost per follower dropped to just €0.16
- Profile conversion rate reached 24.8% (up from 5–8%)
- Average cost per lead: €1.90
- Weekly lead volume reached 63 leads by week three
- Aug 16–23: €2.27
- Aug 23–30: €2.15
- Aug 30–Sep 6: €1.84
Key Success Factors: Lessons for the Industry
After analyzing the project in depth, we identified several factors that made this transformation possible:
1. Real Audience Insights Are More Valuable Than Assumptions
Our original assumptions about the audience were simply wrong. Only by running structured tests and analyzing actual data were we able to uncover who was truly interested in these trips.
In tourism, there’s a tendency to rely on fixed ideas about who your client is. But the real picture can be very different — and only data can reveal the truth.
Our original assumptions about the audience were simply wrong. Only by running structured tests and analyzing actual data were we able to uncover who was truly interested in these trips.
In tourism, there’s a tendency to rely on fixed ideas about who your client is. But the real picture can be very different — and only data can reveal the truth.
2. Simplicity Outperforms Creativity for Creativity’s Sake
In the travel industry, it’s common to prioritize visual wow-factor. But our experience shows that simple, direct creatives with clear messaging consistently outperform elaborate design pieces.
In the travel industry, it’s common to prioritize visual wow-factor. But our experience shows that simple, direct creatives with clear messaging consistently outperform elaborate design pieces.
3. A Human Brand Is Essential for Niche Offers
For specialized travel companies, the founders’ personality and lived experience are a key trust-building asset. No matter how polished your brand looks, nothing beats the credibility and warmth of a real face behind the product.
For specialized travel companies, the founders’ personality and lived experience are a key trust-building asset. No matter how polished your brand looks, nothing beats the credibility and warmth of a real face behind the product.
4. The First Month Is an Investment, Not a Loss
Many campaigns are abandoned after a month of weak results. But this first month is when crucial insights are gathered — if you’re tracking, testing, and learning.
Many campaigns are abandoned after a month of weak results. But this first month is when crucial insights are gathered — if you’re tracking, testing, and learning.
5. Weekly Reviews and Ongoing Optimization Drive Compounding Gains
We analyzed results weekly and adjusted the strategy based on what we saw. This discipline helped us reduce costs and maximize the effectiveness of every euro spent.
We analyzed results weekly and adjusted the strategy based on what we saw. This discipline helped us reduce costs and maximize the effectiveness of every euro spent.
Client Feedback
After two months of work, the client wrote:
“Hi! I stepped away from operations for just a week — and look at these results! Subscriber and lead numbers are way up. Most importantly, the leads are spot-on, and there's a lot of real interaction happening in DMs. Sales are still slow, but that’s on our side — not yours. You've done amazing work. Let’s catch up early next week to review things properly.”
The feedback validated our strategy and gave us a solid foundation for the next stage of growth.
“Hi! I stepped away from operations for just a week — and look at these results! Subscriber and lead numbers are way up. Most importantly, the leads are spot-on, and there's a lot of real interaction happening in DMs. Sales are still slow, but that’s on our side — not yours. You've done amazing work. Let’s catch up early next week to review things properly.”
The feedback validated our strategy and gave us a solid foundation for the next stage of growth.
Takeaways: Strategy and Patience Win in Niche Travel Markets
Niche tourism startups often face steep challenges when trying to market non-mainstream products. But this case shows that success is possible when you combine:
This project proves one thing: in digital marketing for tourism, guesswork won’t get you far. Only clarity, testing, and adaptability lead to sustainable growth.
- Deep understanding of your real (not imagined) audience
- Willingness to invest in learning and testing without expecting instant returns
- A smart blend of personal brand storytelling and performance-driven marketing systems
This project proves one thing: in digital marketing for tourism, guesswork won’t get you far. Only clarity, testing, and adaptability lead to sustainable growth.
Expert Marketing for the Travel Industry and Hospitality Sector
⏹ Marketing in travel and hospitality requires a different approach. Unlike mass-market products, it’s not about the number of leads, but their quality. Not the size of the ad budget, but how strategically it’s allocated. Not flashy creatives, but messages that build trust and convert interest into actual bookings.
⏹ We specialize in promoting “considered choice” services — niche tours, premium hotels, unique destinations, and tailor-made travel experiences. These are products people take their time choosing. They compare, research, and make thoughtful decisions, investing not only money but also their expectations for a memorable vacation.
⏹ We specialize in promoting “considered choice” services — niche tours, premium hotels, unique destinations, and tailor-made travel experiences. These are products people take their time choosing. They compare, research, and make thoughtful decisions, investing not only money but also their expectations for a memorable vacation.
⏹ With over 10 years of experience working with travel companies and hotels, we’ve built deep expertise in marketing for businesses of all sizes and formats. We don’t just launch ads — we build integrated marketing systems that reliably convert marketing investments into bookings and revenue.
⏹ Unlike many advertising agencies, we understand how travel decisions are made — and we design marketing strategies tailored to that process.
⏹ Unlike many advertising agencies, we understand how travel decisions are made — and we design marketing strategies tailored to that process.
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).
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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.