The brand launched a new mouthwash line. After 3 months the card was stuck below Top-100 for the money keyword. Competitors — Splat, Colgate, R.O.C.S. — held positions 1–20 with hundreds of reviews. Organic was dead: 4–6 units/day, zero margin after ads.
Built a 180-keyword kernel in 5 clusters: "refreshing", "for gums", "anti-plaque", "kids", "alcohol-free". Rewrote specs and description per cluster. In parallel launched 150 buyouts with real PUP pickup — 30 in the first 5 days to jolt the algorithm, then 4–6/day. 75 media reviews, real scenarios 250+ chars. HF KPI locked in the contract.
Week 3 — Top-30 for the main HF "mouthwash", week 5 — Top-10. By week 6: 55 HF in Top-10, 325 MF/LF in Top-30. Revenue grew from 180K to 1.3M ₽/mo (×7), DRR 12%. Brand extended to Scale and onboarded 4 more SKUs.
Weekly timeline
Brief, keyword kernel, card redesign. First 30 buyouts.
10 reviews live. "Mouthwash" — position 68.
Top-30 on main keyword. +12 HF in Top-50.
Top-10. 45 HF + 200 MF in Top-30. Organic peak.
Lock: 55 HF, revenue ×7, DRR 12%. Moved to Scale.
Cards in project
We tried two other agencies — bot-based promo and bulk reviews. Both times got a WB warning and burned money. With Trusty the card moved organically: receipts, SRIDs, real reviews. 7× revenue in 6 weeks. Continuing.