Choco Balls

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Born in Stockholm, resides in St. Petersburg

Transcript of Choco Balls

Born in Stockholm, resides in St. Petersburg

www.deasign.ru facebook.com/deasignrussia

Chupa Chups Choco Balls were growing year by year all over Russia and CISThe brand is #2 after Kinder Surprise (Ferrero)

But we never did anything digital.

Until 2015

Stimulate sales

GoalsPromote Chocoballs to current and potential consumers

Test digital channels efficiency for the audience of moms and kids

Moms are buying, but kids are askingWe should create a campaign aimed to bothaudiences: moms (25–45) and kids (4–9)

PrerollsBanners

Social media

HOW?Engaging storySimple mechanicsCaring supportCollecting!

Detective

vs. PirateBlack Square

Sharlock

We created a vivid campaign with bold characters, clear story and a simple mechanics with strong connection to sales

3 prizes were given every day and 1 superprize in the end. Everyone had a chance. Bigger collections — better chances.

Collect, Upload, Win

Magic protagonist workedas a brand representative

Our moderators communicated with participants in social media and emails on behalf of detective Sharlock. Not only kids, but also moms started to believe that Sharlock is real!

Media support

Emails gently poked users to upload more and more toys

The more the better!

It worked.214 866 unique visitors

11 789 registered users

15 011 uploaded pictures

Media support CTR per platform

Rutube.ru

AMNET

Youtube.com

Mail DSP

Target.Mail

VK.com

0.000% 6.250% 12.500%

0.02%

0.02%

0.07%

1.00%

1.00%

2.50%

0.03%

0.04%

0.10%

3.22%

5.76%

12.02% CTR factCTR plan

Sourсe: Adriver and statistics of the sites

• TOTAL av CTR is HIGH! Noticeable and clear creative for kids & moms

• Normal av Bounce Rate (68%). Most of the clicks made by users were not casual

• Leadgeneration in VK publics brought us 97 424 unique visitors. The most cost-efficient channel

• 9% of visitors — earned traffic

3 685 132 impressions755 976 unique reach 61 761 visitors

2 333 289 impressions65 331 unique reach36 904 visitors

Sales dynamics. Sell-out Russia Volume

turnover increase Vs LY

+63%

TV 27.01–16.03 TV 19.01–29.03

Search for Toys Digital campaign 03.03–16.04

0.0

1.5

3.0

4.5

6.0

W 2014 05 W 2014 08 W 2014 11 W 2014 14 W 2014 17 W 2014 20 W 2015 06 W 2015 09 W 2015 12 W 2015 15 W 2015 18 W 2015 21

Volume, Tons

20152014

Thankyou!www.deasign.rufacebook.com/deasignrussia