Mosaic best cases

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Mosaic best cases

  1. 1. BEST CASES & INTEGRATED CAMPAIGNS<br />
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  4. 4. CHALLENGE<br />PAMPERS IS THE ABSOLUTE LEADER ON DIAPERS MASS MARKET, WHILE THE PREMIUM SEGMENT IS FACING STRONG COMPETITION WITH THE JAPANESE MERRIES<br />
  5. 5. TARGETS<br /><ul><li>INFORM TARGET AUDIENCE ABOUT THE MAIN ADVANTAGES OF PAMPERS PREMIUM PRODUCT LINE
  6. 6. LEVERAGE AWARENESS ON PAMPERS PREMIALITY
  7. 7. INVOLVE THE MERRIES CONSUMERS IN TRIAL WITH PAMPERS PREMIUM DIAPERS</li></li></ul><li>CREATIVE SOLUTION <br />ASSOCIATE BRAND WITH TRENDY CELEBRITIES MOMS, MAKING DIGITAL PLATFORM ON THE BASIS OF PREMIUM OCCUPATIONS WITH CHILDS – SHOPPING, TRAVELLING, COOKING – TRENDY MAMA<br />ЧТОБЫ ПРИДАТЬ ЗНАЧИМОСТЬ ПРЕМИУМ ЛИНЕЙКЕ и ВЫДЕЛИТЬ <br />
  8. 8. 1<br />SOLUTION<br />ARRANGE ADDITIONAL DIGITAL PLATFORM ECOSYSTEM WITH PREMIUM POSITIONING OF PAMPERS :<br />COMMUNITY ON VKONTAKTE, ODNOKLASSNIKI & FACEBOOK<br />LONG-TERM CONTENT PARTHERSHIP WITH KROKHA.RU NICHE SITE <br />FULFILL CREATED LANDSCAPE WITH RELEVANT PREMIUM CONTENT - CELEBRITY MUMS BLOGS, CONTEST SAND QUIZZES WITH PRIZES FROM PAMPERS PREMIUM , FAMOUS PEDIATRISTS CONSULTATIONS, ETC <br />
  9. 9. 2<br />SOLUTION<br /><ul><li>ORGANIZE PROMO-ACTIVITY IN MOST VISITED PHARMACY, WITH FAMOUS PEDIATRIST, OFFERING THE CONSUMERS TO TAKE PART IN BLIND TEST , CHECKING THE DIFFERENCE BETWEEN PAMPERS PREMIUM AND COMPETITORS DIAPERS
  10. 10. MAKE EDUCATIONAL VIDEOS FROM PROMO-ACTION
  11. 11. SETTLE OFFICIAL YOUTUBE CHANNEL AND UPLOAD PAMPERS PREMIUM VIDEO EPISODES ON IT
  12. 12. ORGANIZE VIDEO SEEDING WITHIN TRENDY MAMA DIGITAL ECOSYSTEM AND RELEVANT BLOGS, COMMUNITIES AND FORUMS IN RUNET</li></li></ul><li>3<br />SOLUTION<br /><ul><li>DEVELOP TRENDY MAMA APPLICATION FOR ODNOKLASSNIKI.RU WITH VIRAL FEATURE OF ICONS ON AVATARS
  13. 13. THE MAIN CONCEPT OF THE APPLICATION IS THE QUIZ – “WHAT KIND OF MUM ARE YOU?”
  14. 14. ONE OF THE QUIZ QUESTION IS “WHAT KIND OF DIAPERS DO YOU PREFER? ” USERS WHO, CHOSE MERRIES DIAPERS, WERE PROPOSED TO FULFILL THE ADDITIONAL FORM WITH ADDRESS AND CONTACT DETAILS AT THE END OF QUIZ, AND OFFERED TO RECEIVE A FREE SAMPLE OF PAMPERS PREMIUM DIAPER, JUST TO FEEL THE DIFFERENCE
  15. 15. THE VIRAL APPLICATION INVITED USERS TO JOIN THE TRENDY MAMA COMMUNITY ON ODNOKLASSNIKI.RU AND WAS ALSO LINKED TO UTKONOS.RU ON-LINE STORE WITH THE ABILITY OF IMMEDIATE PURCHASE</li></li></ul><li>PROJECT PLATFORMS<br />VIRAL APPs<br />COMMUNITIES IN SOCIAL NETS<br />PROMO-ACTIVITY IN POS<br />CRM<br />EDUCATIONAL VIDEO CONTENT <br />CONTENT PROJECT/ <br />INFLUENCERS/ BLOGS SEEDING<br />
  16. 16. RESULTS<br />
  17. 17. VIDEO <br />CLICK TO PLAY<br />VIDEO <br />CLICK TO PLAY<br />http://vimeo.com/26333550<br />
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  19. 19. CHALLENGE<br />NOW JOHNNIE WALKER EXPERIENCES THE MASS EFFECT PROBLEM IN RUSSIA AND CIS. IT BECAME THE TRULY FOR ALL BRAND AND THE DISTINCTION BETWEEN LABELS IN ITS PORTFOLIO IS NOT VISIBLE FOR THE AUDIENCE. <br />
  20. 20. TARGETS<br /><ul><li>SHIFT JOHNNIE WALKER IMAGE TO PREMIUM AND UPSACALE
  21. 21. SHOW THE GIANTS OF BUSINESS, ART AND CULTURE AND POINT ON THEIR WAY OF LIFE AND PROGRESS
  22. 22. INSPIRE PERSONAL PROGRESS OF THE PERSON, ANY PERSON
  23. 23. CREATE A SUSTAINABLE COMMUNITY OF LOYAL USERS</li></li></ul><li>Big ideA<br />to inspire personal progress in people’s lives in every attitude, in every way<br /><ul><li>Ability to watch the giants examples
  24. 24. Follow the masters in finding new habits and trends
  25. 25. Set up your own goals and share with friends and those who share same dreams
  26. 26. Be always up todate in lifestyle and places</li></li></ul><li>SOLUTION<br />Walk the Celebration<br />APPLICATIONS<br />CONTENT PROJECTS<br />WWG Page<br />iWalk / weWalk<br />Media<br />WEBINAR, Q&A SESSION<br />CELEBRITY INVOLVEMENT<br />FACEBOOK<br />PAGE<br />
  27. 27. APPLICATIONS<br />A RANGE OF RELEVANT APPLICATION WITH VIRAL MECHANICS <br />
  28. 28. CONTENT PROJECTS<br />CONTENT PARTNERSHIP WITH THE TOP NICHE BLOGS AND NEWS AGREGGATORS WITH THE PREMIUM PRESENCE OF JOHNIE WALKER WITH TOP CELEBRITIES (ARKADIY NOVIKOV, JENSON BUTTON )<br />
  29. 29. WEBINAR<br />ONLINE Q&A SESSION WITH NIKOLAY FOMENKO<br />
  30. 30. RESULTS<br />
  31. 31. VIDEO <br />CLICK TO PLAY<br />http://vimeo.com/26342591<br />
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  33. 33. TARGETS<br /><ul><li>PROVIDE TARGET AUDIENCE WITH THE CORE COMMUNICATION IDEA “MAKE YOUR NEW YEAR DREAM COME TRUE - WE CARE, WHAT YOU CARE”
  34. 34. ORGANIZE THE MOST REACHABLE NY ONLINE MEDIA CAMPAIGN</li></li></ul><li>MECHANICS<br />STREET RACINGS<br />SBERBANK NY COMMUNITY<br />SBERBANK APPLICATION<br />COCTAIL FOR A FRIEND<br />TV<br />LOVE<br />OUTDOOR<br />BIG CITY<br />PROJECT CORE<br />INTEGRATIONS IN POPULAR APPS<br />MEDIA SUPPORT<br />
  35. 35. APPLICATION<br />THE CENTRE OF THE CAMPAIGN IS THE VIRAL APP WITH THE MAIN IDEA - CHOOSE YOUR WISH & MAKE YOUR FRIENDS DREAMS COME TRUE<br />
  36. 36. INTEGRATIONS<br />THE SAME MECHANICS WAS ORGANICALLY INTEGRATED IN A FEW (FROM TOP10) APPLICATIONS ON VKONTAKTE.RU<br />
  37. 37. MEDIA SUPPORT<br />ANNOUNCEMENT WAS PROVIDED BY STANDARD MEDIA CHANNELS – TV, OUTDOOR AND LINKED TO SPECIAL NY COMMUNITY AT VKONTAKTE<br />
  38. 38. RESULTS<br />
  39. 39. VIDEO <br />CLICK TO PLAY<br />http://vimeo.com/20060608<br />
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  41. 41. TARGET<br />TO DEVELOP MECHANICS AND INSTRUMENTS, MAKING RELEVANT MASTERCARD PRESENCE ON GIFTING PERIOD <br />
  42. 42. SOLUTION<br />Wish list<br />Any gift – is a mirror of your nature. <br />Wish list is the unique service from Mastercard, making gifting process easier and more comfortable<br />
  43. 43. SOLUTION<br />GIFT.MASTERCARD.RU<br />
  44. 44. STRUCTURE<br />INTEGRATION IN APP AT ODNOKLASSNIKI.RU<br />ATL SUPPORT<br />GIFT.MASTERCARD.RU<br />VKONTAKTE APP<br />POSM IN BANKS<br />FACEBOOK COMMUNITY<br />
  45. 45. GIFT.MASTERCARD.RU<br /><ul><li>COMPOSE YOUR WISH LIST AND SHARE IT WITH FRIENDS
  46. 46. TYPE-IN THE PAYCHECK NUMBER AND DARE TO WIN ONE OF THE MASTERCARD GIFTS
  47. 47. TAKE PART IN MASTERCARD CONTESTS</li></li></ul><li>RESULTS<br />
  48. 48. VIDEO <br />CLICK TO PLAY<br />http://vimeo.com/26333622<br />
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  50. 50. CHALLENGE<br />DR. DIESEL IS FACING THE STRONG COMPETITION WITHIN SOCIAL NETWORKING AND IS NOT ASSOCIATED AS TYPE OF BEVERAGE FOR YOUNG & MODERN PEOPLE. THE MOST RELEVANT ASSOCIATION IS “BORING”<br />
  51. 51. TARGET<br />TO CREATE COMMUNICATION CONCEPT, TRANSLATING THE YOUNG AND MODERN SPIRIT OF DR. DIESEL BEER<br />
  52. 52. CREATIVE SOLUTION<br />FRIDAY IS THE MOST DISERABLE & EXPECTING DAY OF THE WEEK <br />FRIDAY IS PARTY TIME… DR. DIESEL MAKES FRIDAY COME FASTER <br />
  53. 53. STRUCTURE<br />DR.DIESEL APPLICATION LETS USER TO REFRESH FRIENDS PAGE OR ANY SITE THEY WANT IN FRIDAY STYLE <br />
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  55. 55. MECHANICS<br />FROM<br />TO<br />
  56. 56. RESULTS<br />
  57. 57. TAKE CARE<br />BURIAN@MOSAICMEDIA.RU<br />IGOR@MOSAICMEDIA.RU<br />SMYSLOV@MOSAICMEDIA.RU<br />

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