Influencer Marketing

Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from.

2018 GOLD

The very same feeling when you're with Pure the coolest one

This is a story about how we succeeded in finding a touch point with the most difficult and inapprehensible audience for all marketers - the Z generation. Against the backdrop of a growing market, a strong competitor and a falling share of Garnier Pure, we were able to succeed. Our decision, on the one hand, was obvious - to choose the brand ambassador. But on the other hand, not everyone is able to find the right one. The one to whom teenagers could look up to and was interesting to watch. We chose Open Kids and did not lose out. Business results and increased attention to communication with girls from the music band serves as evidence. Now our audience feels that with Pure they are the coolest ones!

Brand: Pure/Garnier
Client: L’Oréal Ukraine
Agency: Zenith
Language: English

2018 SILVER

What Do Animals Talk About

WHISKAS is the brand that created the market for prepared pet food in Russia. WHISKAS led the market for many years, but as competition intensified, its position came under threat. In order to defend its position and win back the audiences affection, WHISKAS called for all cat lovers to unite and admit their cat-addiction on Russias Cat Day. A Cat-addiction ode, written by Semyon Slepakov, triggered a wave of declarations from people across the country. More than 18 million views and high engagement in the campaign led to growth in the brands market share and a historic high in penetration.

Brand: Mars, WHISKAS, PEDIGREE
Client: Mars LLC
Agency: BBDO Moscow
Language: English, Russian

2018 BRONZE

Listerine. Guarantee of cleanness with Elena Letuchaya

How to change the behavior in the category and form a habit of using a mouthwash twice a day after brushing? Listerine decided not just to talk about its product advantages, but to offer such a role model, which will set new rules. The choice of Elena Letuchaya for the role of Listerine brand ambassador is 100% hitting the target. After all, if the result of Listerine job is guaranteed by the leading expert in the field of cleanness the chief "revisorro" of the country Elena Letuchaya, then there can be no doubt about the need to use it. As a result of the campaign, Listerine reached a historic record in terms of market share, double-digit sales growth and was able to drive the penetration of the whole category from 27% to 30%!

Brand: Listerine
Client: Johnson and Johnson LLC
Agency: J. Walter Thompson Russia
Language: English, Russian

FINALISTS

KFC KFC Degustation

Tourism New Zealand A 'Booster' of Happiness

Oreo How Oreo influenced a Billion cricket fans