Новогодняя digital кампания для бренда «6 соток»

Главное о кейсе

Our results:
• There are 2 mio views of the special project with celebrities.
• Campaign buzz in social networks provided 17 mio people reach.
• Negative comments about the brand are less than 1%.
• We maximally stimulated viral buzz to remind our audience about “6 sotok” brand and to consolidate the association with New Year holiday.

Бизнес-задача и ее решение

The key goal was to increase reach of brand messages and stimulate social buzz before New Year holidays.

We decided to use indispensable New Year attributes: “Olivier” salad, feast, President's Address to the Nation and… “6 sotok” cucumbers!

We engaged celebrities and used integration to their personal accounts in social networks. For example, Russian singer Sergey Shnurov made a video – own New Year Address to the Nation (like a President’s Address) with “6 sotok” starring. Our wow-factor in video was a specific sound of cucumbers jar opening – like a sound of opening champagne.

We used product placement and branded content in social networks. There were recipes (of course, with cucumbers!) and New Year creativity with very gentle integration of “6 sotok”. It has brought us deep engagement and huge conversations.

We created New Year version of the site and used display ads. In addition, we realized interactive pre-roll video on YouTube. It helped customers to choose right pickled cucumbers based on the example “6 sotok”.

Прочая информация о кейсе

Для бренда маринованных огурцов “6 соток” мы реализовали масштабную digital-кампанию.
Она включала новогоднюю версию сайта, медийную рекламу, кампанию в соц. сетях и спецпроект с селебритис, флагманом которого выступил сам Сергей Шнуров. В преддверии новогоднего поздравления от президента, Сергей Владимирович опубликовал в Instagram свою версию новогоднего обращения к россиянам – конечно, под хруст огурчиков “6 соток”.

We’ve realized a creative digital campaign for “6 sotok” pickled cucumbers.
It included New Year version of the site, display ads, social media campaign and a special project with celebrities, its flagship was Sergey Shnurov. Sergey Vladimirovich posted video with his New Year Address to the Nation in Instagram – of course, with crunchy cucumbers “6 sotok”.

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