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2019 FINALIST SPECIALITY/SINGLE MEDIA COMPANY ACTIVATION RUSSIA
Marketing Wars: how small brand could implement perfect attack strategy?
RAN IN: Russia
Audience: We focused on chocolate bars target audience – young people aged 16-35. They all are heavy Internet users, and they spend a lot of time in social networks, mainly in VKontakte (according to Comscore data in Dec 2017, VKontakte reach for this TA group is 82.9%).
Objectives: We needed to capture as many consumers as possible at a limited budget and maximize the quality of the contact. We refined those targets, after choosing VK as focus communication channel. o Best results in view-through rate (high VTR means that the ad was really interesting to the audience, since if they watched the ad till the end) – another challenge as previous 5-sec video VTR record belonged to KitKat! o Get a lot of free earned video views at limited budget by users re-watching videos o Share of market growth even at stagnating market
Language: English, Russian