Case Description

The Gardarika team invited me as a team lead and Senior Product Manager to transform an original comic from a creative project into a commercially viable IP product aimed at scaling, entering international markets (RU / ENG), and subsequent monetization.

At the project's inception, it was experiencing product degradation:

— actual content consumption was minimal;

— organic audience interest was nearly zero;

— there was no digital platform;

— there was no product funnel, target audience segmentation, or clear growth model.

The project lacked a clear target audience, a stable release cadence, UX logic, and positioning, making it impossible to enter international markets.

Objective:

to build a product-driven IP model: a product strategy, digital platform, and content system capable of attracting, retaining an audience, and generating measurable commercial value of the IP.

My Approach

I established a comprehensive product framework for the IP, considering the comic as a digital product with a funnel, retention model, and LTV, rather than a disparate creative content.

Key Actions

• Identified target segments for RU and ENG audiences, established positioning and product framework.

• Developed a chapter structure, quality standards, and a unified release cadence that stabilized audience expectations and reduced early churn.

• Oversaw the launch of a dedicated digital platform: page architecture, user scenarios, UX logic, and content navigation system.

• Built an organic acquisition and activation funnel from the first touch to the start of reading without paid channels.

Results (product metrics)

Following the implementation of the product system:

• Chapter views increased by over 6 times compared to the initial baseline.

• Organic reach of the content increased ~9 times due to the funnel relaunch and regular releases.

• Conversion from view to site visit grew from <2% to 11–14%.

• The share of users starting to read after visiting the site stabilized at 32–36%.

• Repeat visits increased by ~34%, depth of content consumption by ~41%.

• Drop-off in the first two chapters was reduced by ~415% after standardizing structure and pacing.

The project received a public endorsement from Ted Stones (Creative Director, Disney), significantly increasing trust among publishers and partners and enhancing the commercial appeal of the IP.

Strategy and Product Solutions

Product Framework & Narrative Structure

Formed the IP as a product:

— logic of chapters,

— unified release cadence,

— quality standards and narrative cohesion.

Impact:

• reduced early churn by ~30%;

• increased reader retention in initial sessions by more than 20%.

Segmentation of RU / ENG Audiences

Established two separate product consumption models for different cultural and behavioral patterns.

Impact:

• ENG audience engagement increased by ~27%;

• average reading depth increased by ~22%.

Digital UX and Platform Architecture

Redesigned the UX and website architecture:

— user scenarios,

— navigation,

— visual content hierarchy.

Impact:

• interaction time with the product +38%;

• returning user share +35%.

Organic Growth & Content Funnel

Constructed an acquisition and activation funnel without advertising budgets:

— community distribution,

— content regularity,

— product logic for reading entry.

Impact:

• stable audience growth without CAC;

• predictable engagement without paid channels.

Challenges and Solutions

Shadow-ban and Loss of Organic Reach

Problem: The project was under partial shadow restrictions due to chaotic past marketing.

Solution: Complete relaunch of digital presence and abandonment of toxic practices.

Result:

• restoration of organic reach;

• sustainable growth without paid traffic.

Format Mismatch with Market Expectations

Problem: Chapter structure and narrative pacing did not meet modern standards.

Solution: Reworked visual language, pacing, and multimedia presentation.

Result:

• engagement rose by 25%+;

• early drop-off reduced by a significant percentage.

Limited Budgets and Indie Format

Problem: Lack of ability to use a performance growth model.

Solution: Focus on product, community, and organic growth.

Result:

• stable reader base;

• predictable engagement without CAC.

Weak Product–Market Fit Initially

Problem: The IP lacked clear product value.

Solution: Redesigned product presentation, structure, visuals, and communication.