MOSAIC Digital Agency is a key agency for category leaders in mobile, banking, FMCG and luxury alcohol in Eastern Europe, providing full-cycle digital marketing services including campaigns, social media management, brand strategy, and analysis. MOSAIC has expertise in generating high reach among broad and niche target audiences, building premium brands in digital, and developing long-term consumer relationships through social media. Examples of MOSAIC's work include successful digital launches and repositioning campaigns for brands such as Always, Pampers, Johnnie Walker, Braun, and Sberbank.

2. MOSAIC Digital Agency
Key agency for category leaders
#1 Mobile #1 Bank #1 Luxury Alcohol
#1 FMCG company
operator in CIS in Eastern company
Europe

3. MOSAIC key expertise & achievements
1 2 3
Campaigns generating
high reach among wide
TAS
(e.g. 45mln interactions for Tide)
Campaigns
generating high &
effective reach
among narrow TAs
(e.g. 80% reach for Pampers;
110% reach vs. TV for Always
Platinum)
24x7 consumer
relationships via
Social Media
(e.g. 3 year Pampers, 2 year
Sberbank communities)
4 5 6Selling Premium
&
Luxury in Digital
(e.g. #1 alcohol community
Johnnie Walker +)
Brand image
repositioning
among specific
TAs
(Always Platinum, Braun)
Developing
Digital Marketing
strategy
(Sberbank - #1 Bank in
reach and interactions in
Digital in Russia)

4. MOSAIC Regional & Local Services
Regional (EMEA)tool-kit development
Traditional
RESEARCH BRAND/INIT
DIGITAL
& IATIVE
(web-sites,
CONSUME DIGITAL
advertizing
R INSIGHTS STRATEGY
etc)
MEDIA
SOCIAL MARKET
CREATIVE PRODUCTION
ADAPTATION
PLACEMEN
MEDIA
T & BUYING
CRM & E-
COMMERCE
Campaign post-analysis and audit
Full cycle Digital for

5. JUST SOME OF
MOSAIC CASES

6. Always Premium
line-up launch
Proposition:
New Always Platinum protection is soft
as silk lingerie
Consumer:
Wants best protection AND looks for
additional delighters to feel confident and
beautiful.
Low TV viewership
Challenge:
Create a luxury segment in a functional
category to charge premium
Objective:
Create awareness and buzz in Digital
about new product launch. Restage
category from functional to luxury
delightful experience.
TV COPY

7. LADY MILLION
IDEA
CREATIVE IDEA – REVOLUTIONARY
FOR THE CATEGORY:
• With Always Platinum you feel like a
Lady Million (expressing confidence and
beauty – key product benefits)
• Top Singer and Celebrity in Eastern
Europe Vika Daineko plays a role of
Lady million in her new music video clip
with Always Platinum being her key
secret
IDEA EXECUTION:
• Music video clip in youtube *
• Vika Daineko Platinum club
in social network with:
• Possibility to create personalized
lady million video
• Lady million photo collage contest
• Lady Million tips from Vika
CLICK TO PLAY
* Video shot by Leo Burnett

8. RESULTS
5+ million music video views
in youtube.ru
1+ million Platinum club
members
200 000 personalized videos
created
AND FINALLY…..
47% of TA watched the video with
80% attribution to brand*
(*based on P&G media tracking research )
Higher awareness vs. TV copy!

9. Johnnie Walker
conversational
platform
Proposition:
Range of exclusive and legendary
Johnnie Walker whiskeys for upscale
audience
Consumer:
Values high quality in everything as a
proof of personal progress
Challenge:
Consumers associate the brand with the
cheapest variant and don’t perceive as a
premium one
Objective:
Re-position the brand to a premium
whiskey brand in line with the global
equity campaign

10. Walk with Giants
Global campaign:
“Walk with giants” concept shows successful people (like
Richard Branson, Lewis Hamilton) with outstanding
personal achievements
Digital amplification for CIS:
Hired Russian celebrities (Nikolay Fomenko –sport car
creator, Arkadiy Novikov – biggest restaurateur)
Developed a digital platform inspiring consumers to set
and achieve challenging
goals in life.
IDEA EXECUTION:
• JW Russia “Walk with giants” Facebook
community with:
• Possibility to follow celebs and the stories of their
personal growth
• On-line webinars/Q&A sessions with celebraties
• “Personal growth” viral applications:
• NY, Birthday, Man’s day goal setter for your friends
• Personal goal setter (app) with follow up and friends’
support functionality
• Whisky and Brand educational video
CLICK TO PLAY

11. RESULTS
More than 50 000 community members
on Facebook
More than 7 000 000 unique users were
reached during the 1st year of
communication
Community became #1 premium
alcohol
group on Facebook and most active
among competitive communities

12. Pampers Premium
line-up launch
Proposition:
New Pampers Premium care protection
is as soft, as Cotton
Consumer:
Wants best care for her child AND is
ready to pay extra for premium quality
Digital is key info source
Challenge:
Pampers Brand was perceived as a
mass one and rejected by TA
Premium Segment is established by
Japanese Brands
Objective:
Build premium quality equity and
overcome TA Brand’s rejection

13. CREATIVE IDEA
TRENDY MAMA is a successful modern
woman that gives best for her baby and
values her own personality
Bring opinion leaders = Celebrity moms to
endorse Pampers Premium Care as a part
of their “Trendy Mama” stories
IDEA EXECUTION:
• Conversational platform in social
networks (Facebook, Odnoklassniki)
& baby sites:
• Celeb blogs about their real mom’s life
• Educational video series with Celebs
• “Trendy” content (baby yoga, baby
fashion, fitness for new moms)
• Receive samples of product for
followers
CLICK TO PLAY

14. RESULTS
More then 350 000
members on Facebook &
Odnoklassniki
5 000 000 unique users -
Project reach
More than 4 000 000
video views

15. Braun interactive
campaign
Proposition:
Range of Braun home appliances for
easy cooking
Consumer:
Values high quality in food & adores food
preparation process
Challenge:
Engage consumers into clattered cooking
topic to interact with the Brand, which is
the most premium one on the market

16. Russia cooks
at home
INSIGHT:
Consumers want to explore new and more
sophisticated cuisine however can not afford to visit
restaurants often.
CREATIVE IDEA:
“Russia cooks at home” – is a social movement urging
and enjoying to cook restaurant-class dishes at home
IDEA EXECUTION:
• Interactive platform with: Application & Community
in vkontakte (Russian FB) with:
• 2 famous Russian chefs – inviting to up-load the
recipes and also join the on-line contest (dishes
done with Braun) to finally become a part of their
TV show
• People vote for recipes and also can compile
“Russia cooks at home” cookbook that can be
printed and used in real life
• You can earn “your cook level” badge and also
compete on a region basis
• Your friends see your recipes and awards in feed
• You can ask any cooking Q to chefs
CLICK TO PLAY

17. RESULTS
More then 240 000 application
participants:
23 000 UGC recipes uploaded
15 000 new Braun community
members
9 000 000 total reach of campaign
“Russian cooks at home”
became #1 and the most active
culinary community
in Vkontakte
Reached top 5 in all branded
applications

18. Sberbank
conversational
platform
Benefit:
Sberbank (#1 bank in Eastern Europe) is
much easier to deal with than you may think
Consumer:
Young person, who wants to get simple and
clear info on bank services and products
and get professional recommendations.
Challenge:
As an old soviet bank the Sperbank is
considered to be not modern and fancy, but
very complicated and burocratic

19. BANK OF FRIENDS
IDEA
CREATIVE IDEA :
FRIENDS BANK. Financial basics and
Bank services are fun and easy if you
learn them together with your friends.
IDEA EXECUTION:
Non-stop edutainment initiatives
(applications, contests etc) for example
you can build “City of your Dream”
using Sberbank credit services
Any financial discussions and expert
advises 24x7
All the product initiatives are
transformed in a funky way (for loan,
for example, “Sberbank gives “respect”
to every dream” )
CLICK TO PLAY

20. RESULTS
1 300 000 followers of
community –
#1 in bank category and
among ALL branded
communities on the market
Average 300.000 daily visits
on Sberbank social platforms
2 000 000+ applications users

21. Key steps for Luxury brand in Digital:
1Digital
2
Premium web-
3
Facebook
Brand page &
4
Off-line
advertizing
communicatio site localized community for
n strategy for key markets and PR in
24x7 Digital
consumers format
relationships
EXAMPLE 1 EXAMPLE 1
EXAMPLE 2 EXAMPLE 2
EXAMPLE 3 EXAMPLE 3