choco balls
TRANSCRIPT
Chupa Chups Choco Balls were growing year by year all over Russia and CISThe brand is #2 after Kinder Surprise (Ferrero)
Stimulate sales
GoalsPromote Chocoballs to current and potential consumers
Test digital channels efficiency for the audience of moms and kids
Moms are buying, but kids are askingWe should create a campaign aimed to bothaudiences: moms (25–45) and kids (4–9)
We created a vivid campaign with bold characters, clear story and a simple mechanics with strong connection to sales
3 prizes were given every day and 1 superprize in the end. Everyone had a chance. Bigger collections — better chances.
Collect, Upload, Win
Magic protagonist workedas a brand representative
Our moderators communicated with participants in social media and emails on behalf of detective Sharlock. Not only kids, but also moms started to believe that Sharlock is real!
Media support CTR per platform
Rutube.ru
AMNET
Youtube.com
Mail DSP
Target.Mail
VK.com
0.000% 6.250% 12.500%
0.02%
0.02%
0.07%
1.00%
1.00%
2.50%
0.03%
0.04%
0.10%
3.22%
5.76%
12.02% CTR factCTR plan
Sourсe: Adriver and statistics of the sites
• TOTAL av CTR is HIGH! Noticeable and clear creative for kids & moms
• Normal av Bounce Rate (68%). Most of the clicks made by users were not casual
• Leadgeneration in VK publics brought us 97 424 unique visitors. The most cost-efficient channel
• 9% of visitors — earned traffic
3 685 132 impressions755 976 unique reach 61 761 visitors
2 333 289 impressions65 331 unique reach36 904 visitors
Sales dynamics. Sell-out Russia Volume
turnover increase Vs LY
+63%
TV 27.01–16.03 TV 19.01–29.03
Search for Toys Digital campaign 03.03–16.04
0.0
1.5
3.0
4.5
6.0
W 2014 05 W 2014 08 W 2014 11 W 2014 14 W 2014 17 W 2014 20 W 2015 06 W 2015 09 W 2015 12 W 2015 15 W 2015 18 W 2015 21
Volume, Tons
20152014
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