Shum-Gam Game Show
Shum-Gam is an event-entertainment game show for corporate teams, groups of friends, private parties, and families. Before the engagement, each event attracted an average of three to five teams.
The challenge
What needed to change
Increase average video views and the number of participating teams over five months.
The work
What I did
- 01Analyzed the game’s emotional rhythm and segmented the audience into corporate teams, friends, private celebrations, and families.
- 02Created repeatable formats including Loudest Moment, Could You Do It?, Expectation vs Reality, Team in 30 Seconds, Fail of the Night, Winners’ Reactions, and Backstage.
- 03Built a filming brief and editing system: hook → situation → emotional peak → reaction → CTA. One event produced three to five videos.
- 04Created a before/during/after content calendar and connected content to enquiries with genuine FOMO, without artificial pressure.
Outcomes
The results
Twelve events generated more than 120 hours of footage and 80 hours of editing.
Reach rose from 700–1,100 to 3,200–4,800 views, about 4.4×. Engagement increased from 5–8% to 23–31%.
Booking-link CTR rose from under 1% to 4–7%, while monthly audience growth increased from 10–15 to 80–120 followers.
Monthly revenue grew from ₽60,000–80,000 to ₽240,000–320,000. Video-production investment was ₽250,000 over five months; incremental revenue exceeded ₽1 million and payback was approximately 1–1.5 months.
Marketing-return figures are shown before venue, staff, and tax costs.
*Instagram is owned by Meta, an organization designated as extremist and banned in the Russian Federation.
