Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from.
#SHKOLA was an experiment of the TV channel 1 + 1 - low budget, without its history and professional actors, which was supposed to strengthen the position of 1 + 1 in new media and bring a young audience on the air. The product had its competitors and features, but 1 + 1 took a chance and put its on prime time. The result exceeded all expectations not only significant over-fulfillment of KPIs declared (the number of subscribers per page, views on YouTube, large sales of promotional products), but also a general rating on the air, making the best series fall-winter 2017-2018.
Brand: 1+1 media
Client: 1+1 media
Agency: Postmen DA
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!
Client: L’Oréal Ukraine
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