Moscow CCI — Case · Tom Chanchin
(case 05) SMM · Community · Reputation

Moscow CCI

Moscow Chamber of Commerce and Industry

Run an official quality program's social to a state institution's standard, and grow it. I built the promotion engine, ran the community, and fixed the channels when they stalled.

Role
SMM & community lead
Scope
Social promotion · Community / customer care · Offline activation
Channels
Paid + organic social · Partner network · Phone outreach
Scale
Moscow Quality program · large public audience
// The brief

Moscow Quality is the chamber's official mark and competition for products and services that earn it. The brief: take it further on social — more reach, more participants — while running every channel the way a state institution has to be run. Official-grade community at scale, with growth targets attached.

I owned the social promotion and the customer care end to end: grow the audience, bring participants in, and answer them in the institution's name.

// What I ran

The full promotion engine: media plan, audience research and targeting, paid campaigns across several platforms, a reworked content plan, a visual redesign, and the creative behind it.

On the care side — incoming questions and complaints, participant engagement, on-brand responses to a state institution's standard, since every reply carries the chamber's name. Offline, flyer-and-banner placements through property-management companies. KPIs tracked and reported throughout.

// When it got hard

Crisis

Two social platforms stopped growing — stalled while the rest of the plan moved.

Expert move

Diagnosed the stall on both weak platforms and put concrete corrective measures on the table instead of waiting it out.

Result

The weak channels recovered; overall growth still beat the brief.

Crisis

The property-management partners I needed almost never answered an email or a web form.

Expert move

Stopped chasing inboxes and moved the entire outreach to the phone — one conversation at a time until placements were booked.

Result

Unresponsive partners turned into real, booked placements.

Crisis

The content wasn't landing — engagement flat against the growth targets.

Expert move

Rebuilt the content plan and the visual identity mid-campaign rather than ride out a plan that wasn't working.

Result

Engagement lifted, and the program read the way the institution behind it should.

// Outcome

Overall subscriber growth beat the brief, and the two stalled platforms were diagnosed and brought back instead of left to drift. Unresponsive partners became booked placements once the outreach went to phone.

The rebuilt content and visuals lifted engagement — and the program ran as a state institution's should: answered fast, on-brand, in its own name.

// By the numbers
  • →30+ business events and initiatives supported
  • →100+ participating companies across programs
  • →International cooperation across Europe, Asia and MENA
  • →Public–private stakeholder engagement

Dead channels,
public brand?

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