
Agency	OMD OM GROUP
Creative head	Julia Tkacheva, OMD Digital - Digital Media Manager, OMD OMD Group
Author of idea	Dmitry Mordashov, Neuron - Managing Director, OMD OM Group
Product	Vdokhnoveniye chocolates
Description	GOALS: 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." STRATEGY 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. EXECUTION 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. Media results: -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. Business results: -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

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