mosaic best cases
DESCRIPTION
TRANSCRIPT
BEST CASES & INTEGRATED CAMPAIGNS
CHALLENGEPAMPERS IS THE ABSOLUTE LEADER ON DIAPERS MASS MARKET, WHILE THE PREMIUM SEGMENT IS FACING STRONG COMPETITION WITH THE JAPANESE MERRIES
•INFORM TARGET AUDIENCE ABOUT THE MAIN ADVANTAGES OF PAMPERS PREMIUM PRODUCT LINE• LEVERAGE AWARENESS ON PAMPERS PREMIALITY•INVOLVE THE MERRIES CONSUMERS IN TRIAL WITH PAMPERS PREMIUM DIAPERS
TARGETS
CREATIVE SOLUTION
ЧТОБЫ ПРИДАТЬ ЗНАЧИМОСТЬ ПРЕМИУМ ЛИНЕЙКЕ и ВЫДЕЛИТЬ
ASSOCIATE BRAND WITH TRENDY CELEBRITIES MOMS, MAKING DIGITAL PLATFORM ON THE BASIS OF PREMIUM OCCUPATIONS WITH CHILDS – SHOPPING,
TRAVELLING, COOKING – TRENDY MAMA
1FULFILL CREATED LANDSCAPE WITH RELEVANT PREMIUM CONTENT - CELEBRITY MUMS BLOGS, CONTEST SAND QUIZZES WITH PRIZES FROM PAMPERS PREMIUM , FAMOUS PEDIATRISTS CONSULTATIONS, ETC
SOLUTIONARRANGE ADDITIONAL DIGITAL PLATFORM ECOSYSTEM WITH PREMIUM POSITIONING OF PAMPERS :COMMUNITY ON VKONTAKTE, ODNOKLASSNIKI & FACEBOOKLONG-TERM CONTENT PARTHERSHIP WITH KROKHA.RU NICHE SITE
2•SETTLE OFFICIAL YOUTUBE CHANNEL AND UPLOAD PAMPERS PREMIUM VIDEO EPISODES ON IT• ORGANIZE VIDEO SEEDING WITHIN TRENDY MAMA DIGITAL ECOSYSTEM AND RELEVANT BLOGS, COMMUNITIES AND FORUMS IN RUNET
SOLUTION•ORGANIZE PROMO-ACTIVITY IN MOST VISITED PHARMACY, WITH FAMOUS PEDIATRIST, OFFERING THE CONSUMERS TO TAKE PART IN BLIND TEST , CHECKING THE DIFFERENCE BETWEEN PAMPERS PREMIUM AND COMPETITORS DIAPERS•MAKE EDUCATIONAL VIDEOS FROM PROMO-ACTION
3SOLUTION
-DEVELOP TRENDY MAMA APPLICATION FOR ODNOKLASSNIKI.RU WITH VIRAL FEATURE OF ICONS ON AVATARS-THE MAIN CONCEPT OF THE APPLICATION IS THE QUIZ – “WHAT KIND OF MUM ARE YOU?”- ONE OF THE QUIZ QUESTION IS “WHAT KIND OF DIAPERS DO YOU PREFER? ” USERS WHO, CHOSE MERRIES DIAPERS, WERE PROPOSED TO FULFILL THE ADDITIONAL FORM WITH ADDRESS AND CONTACT DETAILS AT THE END OF QUIZ, AND OFFERED TO RECEIVE A FREE SAMPLE OF PAMPERS PREMIUM DIAPER, JUST TO FEEL THE DIFFERENCE-THE VIRAL APPLICATION INVITED USERS TO JOIN THE TRENDY MAMA COMMUNITY ON ODNOKLASSNIKI.RU AND WAS ALSO LINKED TO UTKONOS.RU ON-LINE STORE WITH THE ABILITY OF IMMEDIATE PURCHASE
PROJECT PLATFORMS
COMMUNITIES IN SOCIAL NETS
CONTENT PROJECT/
INFLUENCERS/ BLOGS SEEDING
CRM
PROMO-ACTIVITY IN
POS
VIRAL APPs
EDUCATIONAL VIDEO CONTENT
RESULTS
200 000 VIDEO VIEWS
9 500 MERRIES CUSTOMERS FULFILLED THE ADDRESS FORM AND RECEIVED PAMPERS PREMIUM SAMPLES
3 000 000 UNIQUE VISITORS ON TRENDY MAMA QUIZ ON ODNOKLASSNIKI.RU
560 000 UNIQUE VISITORS ON KROHA.RU SPECIAL SECTION
90 000 MEMEBERS JOINED TRENDY MAMA COMUNITIES ON SOCIAL NETS
VIDEO CLICK TO PLAY
VIDEO CLICK TO PLAY
http://vimeo.com/26333550
CHALLENGE
NOW JOHNNIE WALKER EXPERIENCES THE MASS EFFECT PROBLEM IN RUSSIA AND CIS. IT BECAME THE TRULY FOR ALL BRAND AND THE DISTINCTION BETWEEN LABELS IN ITS PORTFOLIO IS NOT VISIBLE FOR THE AUDIENCE.
TARGETS
•SHIFT JOHNNIE WALKER IMAGE TO PREMIUM AND UPSACALE•SHOW THE GIANTS OF BUSINESS, ART AND CULTURE AND POINT ON THEIR WAY OF LIFE AND PROGRESS•INSPIRE PERSONAL PROGRESS OF THE PERSON, ANY PERSON•CREATE A SUSTAINABLE COMMUNITY OF LOYAL USERS
•Ability to watch the giants examples•Follow the masters in finding new habits and trends•Set up your own goals and share with friends and those who share same dreams•Be always up to date in lifestyle and places
Big ideA
to inspire personal progress in people’s lives in every attitude, in every way
SOLUTION
Media
Walk the Celebration
WWG Page
FACEBOOKPAGE
iWalk / weWalk
APPLICATIONSCONTENT PROJECTS
WEBINAR, Q&A SESSION CELEBRITY INVOLVEMENT
APPLICATIONS
A RANGE OF RELEVANT APPLICATION WITH VIRAL MECHANICS
CONTENT PROJECTS
CONTENT PARTNERSHIP WITH THE TOP NICHE BLOGS AND NEWS AGREGGATORS WITH THE PREMIUM PRESENCE OF JOHNIE WALKER WITH TOP CELEBRITIES (ARKADIY NOVIKOV, JENSON BUTTON )
WEBINAR
ONLINE Q&A SESSION WITH NIKOLAY FOMENKO
RESULTS
11 600 USERS ADDED JOHNIE WALKER APPLICATIONS
7 500 UNIQUE VISITORS JOINED THE WEBINAR DURING ONLINE SESSION
#1 alcohol ic brand community on russian Facebook
250 000 UNIQUE VISITORS ON CONTENT PROJECTS
12 000 MEMEBERS JOINED FACEBOOK COMMUNIUTY
VIDEO CLICK TO PLAY
http://vimeo.com/26342591
TARGETS•PROVIDE TARGET AUDIENCE WITH THE CORE COMMUNICATION IDEA “MAKE YOUR NEW YEAR DREAM COME TRUE - WE CARE, WHAT YOU CARE”•ORGANIZE THE MOST REACHABLE NY ONLINE MEDIA CAMPAIGN
MECHANICS
SBERBANK APPLICATION
STREET RACINGS
COCTAIL FOR A FRIEND
LOVE
INTEGRATIONS IN POPULAR APPS
BIG CITY
SBERBANK NY
COMMUNITY
TV
OUTDOOR
PROJECT CORE
MEDIA SUPPORT
APPLICATION
THE CENTRE OF THE CAMPAIGN IS THE VIRAL APP WITH THE MAIN IDEA - CHOOSE YOUR WISH & MAKE YOUR FRIENDS DREAMS COME TRUE
THE SAME MECHANICS WAS ORGANICALLY INTEGRATED IN A FEW (FROM TOP10) APPLICATIONS ON VKONTAKTE.RU
INTEGRATIONS
MEDIA SUPPORT
ANNOUNCEMENT WAS PROVIDED BY STANDARD MEDIA CHANNELS – TV, OUTDOOR AND LINKED TO SPECIAL NY COMMUNITY AT VKONTAKTE
RESULTSTHE MOST MASS & REACHABLE CAMPAIGN ON VKONTAKTE
907 000 USERS ADDED SBERBANK NY APPLICATION
72 000 000 BRAND INTERACTIONS
14 000 000 UNIQUE VISITORS WAS INVOLVED IN GAME INTEGRATIONS
55 000 MEMBERS JOINED THE SPECIAL NY COMMUNITY
5 000 POSITIVE FEEDBACKS
VIDEO CLICK TO PLAY
http://vimeo.com/20060608
TARGET
TO DEVELOP MECHANICS AND INSTRUMENTS, MAKING RELEVANT MASTERCARD PRESENCE ON GIFTING PERIOD
Wish listAny gift – is a mirror of your nature. Wish list is the unique service from Mastercard, making gifting process easier and more comfortable
SOLUTION
SOLUTION
GIFT.MASTERCARD.RU
WISHLIST SERVICE
CONTESTS
DISCOUNTS FROM PARTNERS
PROMO-ACTIVITY WITH PAYCHECK NUMBERS
GIFT.MASTERCARD.RU
STRUCTURE
ATL SUPPORT
POSM IN BANKS
INTEGRATION IN APP AT ODNOKLASSNIKI.RU
VKONTAKTE APP
FACEBOOK COMMUNITY
GIFT.MASTERCARD.RU
GIFT.MASTERCARD.RU
•COMPOSE YOUR WISH LIST AND SHARE IT WITH FRIENDS•TYPE-IN THE PAYCHECK NUMBER AND DARE TO WIN ONE OF THE MASTERCARD GIFTS•TAKE PART IN MASTERCARD CONTESTS
RESULTS12 000 000 WISH LISTS VIA SITE & APPLICATIONS AT SNS
38% GROWTH IN YEARLY MASTERCARD PROMO
600 000 UNIQUE VISITORS ON SITE
437 STORIES ON MASTERCARD CONTEST
VIDEO CLICK TO PLAY
http://vimeo.com/26333622
DR. DIESEL IS FACING THE STRONG COMPETITION WITHIN SOCIAL NETWORKING AND IS NOT ASSOCIATED AS TYPE OF BEVERAGE FOR YOUNG & MODERN PEOPLE. THE MOST RELEVANT ASSOCIATION IS “BORING”
CHALLENGE
TARGET
TO CREATE COMMUNICATION CONCEPT, TRANSLATING THE YOUNG AND MODERN SPIRIT OF DR. DIESEL BEER
CREATIVE SOLUTION
FRIDAY IS THE MOST DISERABLE & EXPECTING DAY OF THE WEEK FRIDAY IS PARTY TIME… DR. DIESEL MAKES FRIDAY COME FASTER
STRUCTURE
SUPPORT AT BLOGOSPHER
E
INTEGRATION
VIRAL
APP DR.DIESEL APPLICATION LETS USER TO REFRESH FRIENDS PAGE OR ANY SITE THEY WANT IN FRIDAY STYLE
MECHANICSFROM TO
RESULTS#1 beer application @ VKONTAKTE
#2 BRANDED APPLICATION
160 000 USERS ADDED APPLICATION DURING 2 WEEKS
