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Choco Balls

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Olga Sivtsova, Perfetti Van Melle and Iliya Slonski, Deasign on Digital Branding. Best Cases 2015. For video and more cases visit www.digital-branding.ru

Published in: Marketing
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Choco Balls

  1. 1. Born in Stockholm, resides in St. Petersburg
  2. 2. www.deasign.ru facebook.com/deasignrussia
  3. 3. Chupa Chups Choco Balls were growing year by year all over Russia and CIS The brand is #2 after Kinder Surprise (Ferrero)
  4. 4. But we never did 
 anything digital. Until 2015
  5. 5. Stimulate sales Goals Promote Chocoballs to current 
 and potential consumers Test digital channels efficiency for the audience of moms and kids
  6. 6. Moms are buying, but kids are asking We should create a campaign aimed to both audiences: moms (25–45) and kids (4–9)
  7. 7. Prerolls Banners Social media HOW?Engaging story Simple mechanics Caring support Collecting!
  8. 8. Detective vs. Pirate Black Square Sharlock
  9. 9. We created a vivid 
 campaign with bold characters, clear story and a simple mechanics 
 with strong connection 
 to sales
  10. 10. 3 prizes were given every day 
 and 1 superprize in the end. 
 Everyone had a chance. Bigger collections — better chances. Collect, Upload, Win
  11. 11. Magic protagonist worked
 as a brand representative Our moderators communicated with participants in social media 
 and emails on behalf of detective Sharlock. Not only kids, but also 
 moms started to believe that Sharlock is real!
  12. 12. Media
 support
  13. 13. Emails gently poked users to upload more 
 and more toys
  14. 14. The more the better!
  15. 15. It worked. 214 866 unique visitors 11 789 registered users 15 011 uploaded pictures
  16. 16. Media support 
 CTR per platform Rutube.ru AMNET Youtube.com Mail DSP Target.Mail VK.com 0.000% 6.250% 12.500% 0.02% 0.02% 0.07% 1.00% 1.00% 2.50% 0.03% 0.04% 0.10% 3.22% 5.76% 12.02% CTR fact CTR plan Sourсe: Adriver and statistics of the sites • TOTAL av CTR is HIGH! Noticeable and clear creative for kids & moms • Normal av Bounce Rate (68%). Most of the clicks made by users were not casual • Leadgeneration in VK publics 
 brought us 97 424 unique visitors. 
 The most cost-efficient channel • 9% of visitors — earned traffic 3 685 132 impressions 755 976 unique reach
 61 761 visitors 2 333 289 impressions 65 331 unique reach 36 904 visitors
  17. 17. Sales dynamics. Sell-out Russia Volume turnover increase 
 Vs LY +63% TV 
 27.01–16.03 TV 19.01–29.03 Search for Toys 
 Digital campaign 
 03.03–16.04 0.0 1.5 3.0 4.5 6.0 W 2014 05 W 2014 08 W 2014 11 W 2014 14 W 2014 17 W 2014 20 W 2015 06 W 2015 09 W 2015 12 W 2015 15 W 2015 18 W 2015 21 Volume, Tons 20152014
  18. 18. Thank you! www.deasign.ru facebook.com/deasignrussia

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