Develop an integrated marketing campaign that conveys the brand's key positioning - «An adult fairytale» - and attracts as many participants as possible.
How can you tell a fairytale to adults in a way that they'll actually believe it? Get the real-life Masha involved! The most charming and well-known Mashenka became the campaign's face – Masha Malinovskaya. Promotional bottles, a promo-site and display advertising all contained Masha's photo. Masha was also briefly the host of «Bear Island», where she greeted the three winners and their friends.
By inviting the popular Masha to host, we didn't only play on the «fairytale» brand positioning, but we created a virus effect.
The promotional campaign successfully combined several mechanics: code accumulation, a creative competition, additional prize hand-outs and a mini-event in key regional cities.
Результат Happy End
This was a campaign with real results - 1.4 times higher than the brand's previous campaigns. Response rate was 2.6%.