E. Film Craft
H. Creative use of Media
I. PR projects
J. Marketing Services projects
K. Advertising Campaigns
G-6-24. Vdokhnoveniye - You Inspire Me!
|Agency||OMD OM GROUP|
|Creative head||Julia Tkacheva, OMD Digital Media Manager, OMD OMD Group|
|Author of idea||Dmitry Mordashov, Neuron Managing Director, OMD OM Group|
Vdokhnoveniye (translates to "Inspiration") is an old Soviet brand, and its core loyal audience are an older generation.
The younger generation eats a lot of chocolate, but not very much Vdokhnoveniye.
The main goal for 2011 was to increase sales in this way:
- by attracting more young consumers (18-35)
- to stimulate consumers to give each other Vdokhnoveniye because it expresses the brand idea "Vdokhnoveniye is the best gift to express a compliment to someone who inspires you."
Internet in Russia is a great filter to reach a young audience, with 85% of Russia's 18-35 year old population active internet users.
Social network Odnoklassniki ("Classmates") is one of the top 5 resources in Russia, and over 50% of our target audience is registered there.
A key activity on Odnoklassniki is sharing photos. Over 20 billion photos are viewed per month.
We also noticed that in fact, people tend to use Odnoklassniki like a dating site. And to meet people, they rate photos (using the site's scale of 1-5, or a paid-for rating of 5+).
That insight was key to our campaign.
We integrated into the sites functional architecture, and created a new, branded way to rate photos: a "You Inspire Me" button, that any user could click to rate any photo on the site.
To say "You Inspire Me" is a very desirable compliment. We made it fast and easy to say that to someone you like.
Using the button, users both sent and received most tender emotions.
-More than 25 million "You Inspire Me's" were sent within the first 24 hours of the campaign.
-In one month, over 24 million people received 377 million "You Inspire Me's". That's an average of 15 ratings per user.
-The number of photos viewed with a "You Inspire Me" rating reached to more than 12 billion!
-Putting it another way, it's the same as if every person in the world saw the button at least 2 times.
-Our project was the most successful special project on Odnoklassniki in the history of the social network.
-Sales of Vdokhnoveniye chocolates in boxes in Dec'11-Jan'12 grew +43% compared to Dec'10-Jan'11.
-Sales of Vdokhnoveniye in bars grew +34% in the same period.
-In the category "chocolates in boxes" Vdokhnoveniye was the fastest growing brand in the category in 2011!
|Team members||Dmitry Mordashov, Neuron - Managing Director, OMD OM Group
Alexander Balashov, Neuron - Sr. Media Manager, OMD OM Group
Ekaterina Pugina, Neuron - Media Specialist, OMD OM Group
Julia Tkacheva, OMD Digital - Digital Media Manager, OMD OMD Group