How we built a community for a startup club and expanded its audience.

Yellow Door

Is it pos­si­ble to tell about cre­ative space that was made for IT star­tups and that didn’t use clas­si­cal adver­tis­ing meth­ods? This task seemed inter­est­ing to us and sparked our creativity.


1. Cre­ation of Yel­low­Door Community;
2. Expand­ing tar­get audi­ence and increas­ing brand awareness.


Our team used the 6 Hand­shakes rule, which turned out to be the most effec­tive tool here.

Togeth­er with the client, we began to devel­op an inter­nal com­mu­ni­ty and cre­at­ed week­ly TGIF (Thanks God It’s Fri­day) parties.

More­over, we put togeth­er a cal­en­dar of upcom­ing events which are con­nect­ed to the IT topic.

To attract new com­mu­ni­ty mem­bers from online to offline, we came up with a bonus sys­tem: each per­son received a free cock­tail for sub­scrib­ing to social media.

All events were announced by post­ing in the­mat­ic groups and channels.

To pro­mote the project, we col­lab­o­rat­ed with sev­er­al Telegram-chan­nels, where we post­ed about our events for free. Why? We offered a high-qual­i­ty and friend­ly con­tent which was inter­est­ing to the audi­ence of these channels.

If the event was held on a paid basis, we gave users a dis­count coupon for a lit­tle activ­i­ty. Thus, we engaged the audi­ence in a dia­logue and main­tained its loyalty.

To keep the com­mu­ni­ty mem­bers up to date, we post­ed live broad­casts from all events and pub­lished post-releas­es on our feed.


Due to the enthu­si­asm of our cre­ative team, as well as the will­ing­ness of the project com­mu­ni­ty to sup­port even the most unusu­al ideas, we man­aged to:

— expand and strength­en the Yel­low­Door community;
 — attract new vis­i­tors to the project’s page and offline events;
 — cre­ate activ­i­ty among already exist­ing members.