KONSTANTIN CHERNOV
Works
#PICNICAIF
Picnic has long ceased to be a modern brand, which is why, in order to effectively highlight the relaunch of the chocolate bar, but in a new package, we proposed to revive the image of a camel, familiar to television in the 90s.
The picnic was hyped at the intersection of the 90s and modern trends, under the assumption that being fashionable does not have to be NEW. As part of the campaign, Kelvin's own rap video was recorded for the camel, he also became a blogger and started a YouTube channel, and also launched a flash mob on Tik Tok and broke all records for responses!
In each of the activations, the camel, of course, is helped by a friend - freshman Satir, who enhances interest to campaign in the media space
SPORTMASTER
Created a TikTok account for the Sportmaster brand. In April 2021, we were pleased with the news - the Sportmaster account was named the best business account of the month according to Tik-Tok. Meanwhile, in just 4 months, the profile has already gained more than 24 million views. How did it happen? The brand had two tasks:
1. Relaunch the new platform of the Sportmaster brand in TikTok;
2. Make your TikTok account no less successful than the Sportmaster's VK and Instagram accounts. To do this, we created a separate TikTok brand presence strategy for the brand based on in-depth analytics of the site and its trends. Having studied all the mechanisms of TikTok and examined the videos of the leaders under a magnifying glass, the sports DNA of the Sportmaster brand turned out to be at the heart of the strategy. The content combines three elements: the latest from Sportmaster, sports and hot TikTok trends – this is our formula for success. This has shaped our special approach to creating creatives:
— collaborations with TikTok stars — X House bloggers (37 million audience); — execution of hot trends;
- publication of tutorials on popular trends and challenges;
- advertising the store's products through the native use of clothing in commercials;
- creation of videos on sports topics and with the participation of sports bloggers.
As a result, after 4 months of maintaining an account and 46 shot videos, we got impressive numbers:
more than 24 million views;
+650k likes;
+60k subscribers.
CLARINS
Firstly and foremost, Clarins a brand about women, and only then about cosmetics. It was this philosophy that we broadcast with our stylish beauty video, talking about the brand as if it were a girl with her own feelings, emotions and hobbies.
COCA-COLA
A TASK
Launch of a new flavor of Coca-Cola
IDEA
Journey to Vanilla Land, a bright and wonderful world of taste associations, where everyone has their own Coca-Cola Vanilla.
To educate teenagers about the new vanilla taste, we used tools that this audience can understand. Firstly, a lot of digital tools were launched that helped them get to know the new product from different angles: short online videos, stickers, filters, GIFs and masks.
Secondly, a series of parties were held especially for teenagers in three cities of Russia: at the Khlebozavod in Moscow, in the abandoned Volna sanatorium in Sochi and at the Artplay Design Center in St. Petersburg. And of course, everyone was waiting for a cool line-up: Face, Boulevard Depo, Vulgar Molly and many others.
Thirdly, creative sampling was created taking into account the interests of teenagers. You could try Coca-Cola Vanilla in special bottles and jars with sets of temporary transfers of tattoo pictures - they can be seen on the skin and then easily washed off. And it is teenagers who, for the first time in the history of Coca‑Cola in Russia, have become the main characters of outdoor advertising.
TASK
Show the audience how great it is to be a parent, inspire them and help them cope with their main fears. To be not just a brand, but a true friend who will live through all their moments with them. And we did it through an unusual and bright integration with mothers-illustrators who draw comics about parental life.
RESULT
- Content has gone viral. We received additional coverage through reposting comics among the blogger audience, as well as reposting comics through popular mom bloggers.
- Native product integration. Among the comments, you can see that users really liked the native integration format, where the product is organically integrated into the plot of the comic itself.
- The result of coverage by the end of the campaign:
Actual coverage 2 138 107
Plan 1 684 060.