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DIGITAL    STRATEGY    CREATIVE    SMM    PRODUCTION    BLOGGERS    MEDIA    DARKMARKET
MIXBAR. More than a snack!
We have launched the first virtual bar for the Mixbar brand of snacks. Our objective was to increase brand knowledge and consideration — we needed to show that snacks are our favourite products and not just appetisers. We have developed an interactive website and a series of videos, where the “mixbarman” asked customers: “Can I offer you a munch?” and presented the guests with their favourite croutons, nuts and marmalade in the form of branded cocktails. The campaign was supported by OLV videos and integrations in VK video shows.
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Laimon Fresh. Jump into Summer
Laimon Fresh is a soft drink that tastes just like summer. How do we show it? We were inspired by the product: turning the circles from the bottle label into a portal and jumping into summer with TikTok bloggers. The creator of the best video won a trip to a hot country, while the brand received thousands of UGC. The campaign was supported with pre-rolls on YouTube and a receipt promo with summer prizes..
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Genesis. Energy to Create
The Genesis drink settled on the territory of creativity and held a marathon where participants tested their skills in new spheres, from design to copywriting. Music was the most popular direction, so in the second flight the brand organised a singing competition. The musicians posted hundreds of videos, the audience was voting, and the winner received a million rubles!
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“Sharliz” Sweet Manifesto
How do we prove that having a sweet tooth is nothing to be ashamed of? We launched #SharlizSweetManifesto (#СладкийМанифестШарлиз) — a series of animated videos where sweets became activists. Each character promoted a social slogan such as “I/We are Vanilla Pastille”, the manifesto was supported by bloggers and users who received “Pyaterochka” card points for Stories with Sharliz stickers.
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#RulesOfConsciousShopping (#ПравилаОсознанногоШопинга)
Russians spend up to 50% of their budget on food. But shopping can be more rewarding if you know the #RulesOfConsciousShopping! Bloggers shared their favourite rules — how to purchase inexpensive and delicious products. We also filmed a TikTok show about the secret life of “Pyaterochka” private labels, their advantages and the desire to be noticed by customers.
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