Section 228

BACKGROUND

Please describe your company and position.

I am the Digital Manager, Mak.by of Mak.by

Describe what your company does in a single sentence.

Mak.by — a Belarusian fast food restaurant chain that emerged as the successor to McDonald's restaurants in Belarus.Mak.by specializes in American-style fast food, combining the concept of classic fast food with a focus on burgers, French fries, chicken, and drinks.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Section 228 to accomplish?

• marketing promotion of own delivery and mobile application

SOLUTION

How did you find Section 228?

Referral

Why did you select Section 228 over others?

• Close to my geographic location
• Pricing fit our budget
• Company values aligned

How many teammates from Section 228 were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Comprehensive analytics setup, including configuration of tracking systems, event mapping, and data validation to ensure accurate performance measurement across all channels.

Strategic media planning, covering channel selection, budget allocation, audience segmentation, and KPI forecasting based on campaign objectives.

Full-cycle campaign management, encompassing launch, ongoing optimization, and performance control to maintain efficiency and achieve target metrics.

Regular reporting and insights, with structured weekly and monthly reports featuring key analytics, trend analysis, and actionable recommendations.

Technical documentation for creatives, providing clear and detailed briefs aligned with campaign strategy and platform requirements.

Creative production, including the development of motion videos and static banners designed to engage target audiences and enhance conversion performance.

App Store Optimization (ASO), focusing on metadata, keyword optimization, and visual assets to increase app visibility and improve conversion rates within app stores.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The total volume of online sales showed steady growth compared to the previous period, with a significant share coming from traffic from advertising campaigns. Additionally, an increase in mobile app installations was recorded, both in the organic channel and in paid sources.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Working with the agency left a positive impression. The management is built clearly and transparently — the team is always in touch, promptly responds to any requests and changes in the project. All tasks were completed on time, and if necessary, specialists offered their solutions that improved the final result.

What was your primary form of communication with Section 228?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

A distinctive feature of the agency is its thoughtful approach to work and attention to analytics. The team does not limit itself to completing tasks, but regularly monitors the results, suggests improvements and adjustments based on the data. There is a balance between creativity and an analytical approach in the work — solutions look reasonable and help achieve the goals of the project.

Are there any areas for improvement or something Section 228 could have done differently?

At this stage, no areas for improvement have been identified — the collaboration left a positive impression.

BACKGROUND

Please describe your company and position.

I'm an executive at True Gamers

Describe what your company does in a single sentence.

True Gamers is an international network of esports and gaming clubs, headquartered in Dubai, UAE. The brand offers high-tech gaming spaces with PC, console, and simulator zones, hosting tournaments and creating a global community of gamers

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Section 228 to accomplish?

• Lead generation for the B2B segment scaling of the B2C direction
• Strategy for new audiences aquisition

SOLUTION

How did you find Section 228?

Referral

Why did you select Section 228 over others?

Referred to me

How many teammates from Section 228 were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

B2B Direction:
 Advertising campaigns were launched in Google and Meta.
 Various audiences and keyword groups were tested, and different geolocations were explored and segmented.
 Through testing ad texts and creatives, effective combinations were identified and later scaled.
 In the third and fourth months, additional channels — LinkedIn Ads and Telegram Ads — were introduced to expand reach.

B2C Direction:
 Search campaigns in Google were launched to promote key services, along with regular promo launches in Google Maps in line with the promo plan.
 In addition to awareness campaigns, performance campaigns were also implemented to generate registrations and applications for events and tournaments.
 At the same time, display campaigns were running across Google, Meta, and Snapchat to maintain brand visibility and attract new visitors to the gaming clubs.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Within the first two months, the team achieved the projected results for the B2B direction and franchise lead generation. In the third and fourth months, the plan was exceeded, with the cost per lead being 35% lower than expected.

They carefully implemented our requests regarding geo-targeting and also contributed valuable ideas for promotion channels.

For the B2C direction, the team ensured precise execution of our promo plan and consistently met all KPIs across our range of services in the gaming clubs

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The project management was smooth and structured. We had a clear reporting system, regular communication, and proactive support from the team. They not only met all deadlines but also offered suggestions that helped improve the overall performance of the campaigns

What was your primary form of communication with Section 228?

Virtual Meeting

What did you find most impressive or unique about this company?

What stood out the most was the team’s strategic thinking and data-driven approach. They quickly understood the specifics of our franchise and B2C business models and tailored campaigns accordingly. Their ability to combine creative ideas with clear performance metrics made the collaboration both efficient and result-oriented

Are there any areas for improvement or something Section 228 could have done differently?

There were no major issues during the collaboration. At times, we would have appreciated even more detailed breakdowns of campaign analytics, but the team responded immediately to such requests and adjusted their reports accordingly.

BACKGROUND

Please describe your company and position.

I am the CMO of Delivery Software Company

Describe what your company does in a single sentence.

Delivio is a modern food delivery aggregator that brings together dozens of cafes and restaurants of regional cities of Belarus on a single platform. We offer users a convenient way to order their favorite meals online — whether for home, the office, or corporate lunches

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Section 228 to accomplish?

• Increase in sales volume, expansion of the customer base.

SOLUTION

How did you find Section 228?

Referral

Why did you select Section 228 over others?

• Close to my geographic location
• Pricing fit our budget
• Great culture fit
• Referred to me

How many teammates from Section 228 were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Comprehensive analytics implementation, including setup of tracking systems, event tracking, analytics SDKs implementation, data validation to ensure accurate, cross-channel performance measurement.

Strategic media planning, covering optimal channel mix selection, budget distribution, audience segmentation, and KPI forecasting aligned with campaign goals.

End-to-end campaign management, from launch and continuous optimization to performance monitoring, ensuring efficiency and achievement of target results.

Structured reporting and insights, with weekly and monthly summaries providing key metrics, trend analyses, and actionable recommendations for further growth.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The project delivered strong measurable results, including a significant increase in sales volume, effective competitive positioning against major market players, steady growth of the customer base, and maximization of ROMI

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The collaboration process with Section228 organized at a professional level. The team responded promptly to our requests and suggestions, offered proactive solutions, and maintained constant communication. All tasks were completed on time, with strict adherence to deadlines and agreed priorities.

What was your primary form of communication with Section 228?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The most outstanding aspect of the agency’s work is their systematic and strategic approach to marketing. The team goes beyond completing individual tasks — they deeply immerse themselves in the specifics of our business, analyze the market, and propose solutions aimed at achieving concrete performance results

Are there any areas for improvement or something Section 228 could have done differently?

Overall, we are satisfied with the quality of the agency’s work; however, we see potential for further development in the area of end-to-end analytics. Expanding attribution tools and achieving deeper data integration between advertising platforms and internal systems would enhance the accuracy of performance evaluation and simplify strategic decision-making.

BACKGROUND

Please describe your company and position.

I am the Head of e-commerce of Yves Rocher Belarus

Describe what your company does in a single sentence.

Yves Rocher is a French beauty brand specializing in botanical skincare, haircare, and cosmetics. Founded in 1965, the company focuses on natural ingredients and sustainable “from plant to skin” production, operating over 3,000 stores worldwide. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Section 228 to accomplish?

• growth in offline store sales
• growth in online store sales
• promotion of the promo plan
• launch and promotion of the mobile app
• implementation of end-to-end analytics
• BI analysis

SOLUTION

How did you find Section 228?

Referral

Why did you select Section 228 over others?

• Great culture fit
• Referred to me

How many teammates from Section 228 were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

The scope of work included a full range of marketing activities aimed at increasing both offline and online sales.

The agency developed and executed a comprehensive promotion plan that covered digital advertising, promo campaigns, and brand communication across key channels. Their tasks included the promotion of our retail network and e-commerce website, the launch and advertising of our mobile application, and the implementation of end-to-end analytics for performance tracking.

Additionally, the team conducted BI analysis to evaluate campaign efficiency and provided regular strategic recommendations based on data insights.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

In terms of measurable impact, the results speak for themselves.
 Over the course of three years, the team consistently delivered strong performance — we hit our e-commerce sales targets roughly 90% of the time. The share of digital revenue grew to 63% of total sales, becoming the primary driver of business growth.

A particularly transformative milestone was the launch of our mobile app in 2025. Starting from zero, app-driven revenue grew to 30% of all digital sales, quickly proving the channel’s strategic value and outperforming initial adoption forecasts.

Beyond revenue, we saw notable improvements in customer engagement, repeat purchase rate, and loyalty — demonstrating that the digital ecosystem built is not only scalable, but deeply aligned with customer behavior.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The project management process was well-structured and transparent. The team quickly responded to our requests, kept constant communication, and regularly updated us on campaign progress. All tasks were delivered on time, and the agency showed great flexibility when adjustments were needed.

What was your primary form of communication with Section 228?

Virtual Meeting

What did you find most impressive or unique about this company?

What stood out most was the team’s deep understanding of our brand and their ability to combine creative and data-driven approaches. They managed to maintain a consistent brand image across all channels while focusing on measurable performance. Their strategic thinking and attention to detail made the collaboration highly effective.

Are there any areas for improvement or something Section 228 could have done differently?

We were fully satisfied with the collaboration. Any adjustments made along the way were handled quickly and professionally, so we don’t see any major areas for improvement.