Mosaic best cases

BEST CASES & INTEGRATED CAMPAIGNS

CHALLENGEPAMPERS IS THE ABSOLUTE LEADER ON DIAPERS MASS MARKET, WHILE THE PREMIUM SEGMENT IS FACING STRONG COMPETITION WITH THE JAPANESE MERRIES

•INFORM TARGET AUDIENCE ABOUT THE MAIN ADVANTAGES OF PAMPERS PREMIUM PRODUCT LINE• LEVERAGE AWARENESS ON PAMPERS PREMIALITY•INVOLVE THE MERRIES CONSUMERS IN TRIAL WITH PAMPERS PREMIUM DIAPERS

TARGETS

CREATIVE SOLUTION

ЧТОБЫ ПРИДАТЬ ЗНАЧИМОСТЬ ПРЕМИУМ ЛИНЕЙКЕ и ВЫДЕЛИТЬ

ASSOCIATE BRAND WITH TRENDY CELEBRITIES MOMS, MAKING DIGITAL PLATFORM ON THE BASIS OF PREMIUM OCCUPATIONS WITH CHILDS – SHOPPING,

TRAVELLING, COOKING – TRENDY MAMA

1FULFILL CREATED LANDSCAPE WITH RELEVANT PREMIUM CONTENT - CELEBRITY MUMS BLOGS, CONTEST SAND QUIZZES WITH PRIZES FROM PAMPERS PREMIUM , FAMOUS PEDIATRISTS CONSULTATIONS, ETC

SOLUTIONARRANGE ADDITIONAL DIGITAL PLATFORM ECOSYSTEM WITH PREMIUM POSITIONING OF PAMPERS :COMMUNITY ON VKONTAKTE, ODNOKLASSNIKI & FACEBOOKLONG-TERM CONTENT PARTHERSHIP WITH KROKHA.RU NICHE SITE

2•SETTLE OFFICIAL YOUTUBE CHANNEL AND UPLOAD PAMPERS PREMIUM VIDEO EPISODES ON IT• ORGANIZE VIDEO SEEDING WITHIN TRENDY MAMA DIGITAL ECOSYSTEM AND RELEVANT BLOGS, COMMUNITIES AND FORUMS IN RUNET

SOLUTION•ORGANIZE PROMO-ACTIVITY IN MOST VISITED PHARMACY, WITH FAMOUS PEDIATRIST, OFFERING THE CONSUMERS TO TAKE PART IN BLIND TEST , CHECKING THE DIFFERENCE BETWEEN PAMPERS PREMIUM AND COMPETITORS DIAPERS•MAKE EDUCATIONAL VIDEOS FROM PROMO-ACTION

3SOLUTION

-DEVELOP TRENDY MAMA APPLICATION FOR ODNOKLASSNIKI.RU WITH VIRAL FEATURE OF ICONS ON AVATARS-THE MAIN CONCEPT OF THE APPLICATION IS THE QUIZ – “WHAT KIND OF MUM ARE YOU?”- ONE OF THE QUIZ QUESTION IS “WHAT KIND OF DIAPERS DO YOU PREFER? ” USERS WHO, CHOSE MERRIES DIAPERS, WERE PROPOSED TO FULFILL THE ADDITIONAL FORM WITH ADDRESS AND CONTACT DETAILS AT THE END OF QUIZ, AND OFFERED TO RECEIVE A FREE SAMPLE OF PAMPERS PREMIUM DIAPER, JUST TO FEEL THE DIFFERENCE-THE VIRAL APPLICATION INVITED USERS TO JOIN THE TRENDY MAMA COMMUNITY ON ODNOKLASSNIKI.RU AND WAS ALSO LINKED TO UTKONOS.RU ON-LINE STORE WITH THE ABILITY OF IMMEDIATE PURCHASE

PROJECT PLATFORMS

COMMUNITIES IN SOCIAL NETS

CONTENT PROJECT/

INFLUENCERS/ BLOGS SEEDING

CRM

PROMO-ACTIVITY IN

POS

VIRAL APPs

EDUCATIONAL VIDEO CONTENT

RESULTS

200 000 VIDEO VIEWS

9 500 MERRIES CUSTOMERS FULFILLED THE ADDRESS FORM AND RECEIVED PAMPERS PREMIUM SAMPLES

3 000 000 UNIQUE VISITORS ON TRENDY MAMA QUIZ ON ODNOKLASSNIKI.RU

560 000 UNIQUE VISITORS ON KROHA.RU SPECIAL SECTION

90 000 MEMEBERS JOINED TRENDY MAMA COMUNITIES ON SOCIAL NETS

VIDEO CLICK TO PLAY

VIDEO CLICK TO PLAY

http://vimeo.com/26333550

CHALLENGE

NOW JOHNNIE WALKER EXPERIENCES THE MASS EFFECT PROBLEM IN RUSSIA AND CIS. IT BECAME THE TRULY FOR ALL BRAND AND THE DISTINCTION BETWEEN LABELS IN ITS PORTFOLIO IS NOT VISIBLE FOR THE AUDIENCE.

TARGETS

•SHIFT JOHNNIE WALKER IMAGE TO PREMIUM AND UPSACALE•SHOW THE GIANTS OF BUSINESS, ART AND CULTURE AND POINT ON THEIR WAY OF LIFE AND PROGRESS•INSPIRE PERSONAL PROGRESS OF THE PERSON, ANY PERSON•CREATE A SUSTAINABLE COMMUNITY OF LOYAL USERS

•Ability to watch the giants examples•Follow the masters in finding new habits and trends•Set up your own goals and share with friends and those who share same dreams•Be always up to date in lifestyle and places

Big ideA

to inspire personal progress in people’s lives in every attitude, in every way

SOLUTION

Media

Walk the Celebration

WWG Page

FACEBOOKPAGE

iWalk / weWalk

APPLICATIONSCONTENT PROJECTS

WEBINAR, Q&A SESSION CELEBRITY INVOLVEMENT

APPLICATIONS

A RANGE OF RELEVANT APPLICATION WITH VIRAL MECHANICS

CONTENT PROJECTS

CONTENT PARTNERSHIP WITH THE TOP NICHE BLOGS AND NEWS AGREGGATORS WITH THE PREMIUM PRESENCE OF JOHNIE WALKER WITH TOP CELEBRITIES (ARKADIY NOVIKOV, JENSON BUTTON )

WEBINAR

ONLINE Q&A SESSION WITH NIKOLAY FOMENKO

RESULTS

11 600 USERS ADDED JOHNIE WALKER APPLICATIONS

7 500 UNIQUE VISITORS JOINED THE WEBINAR DURING ONLINE SESSION

#1 alcohol ic brand community on russian Facebook

250 000 UNIQUE VISITORS ON CONTENT PROJECTS

12 000 MEMEBERS JOINED FACEBOOK COMMUNIUTY

VIDEO CLICK TO PLAY

http://vimeo.com/26342591

TARGETS•PROVIDE TARGET AUDIENCE WITH THE CORE COMMUNICATION IDEA “MAKE YOUR NEW YEAR DREAM COME TRUE - WE CARE, WHAT YOU CARE”•ORGANIZE THE MOST REACHABLE NY ONLINE MEDIA CAMPAIGN

MECHANICS

SBERBANK APPLICATION

STREET RACINGS

COCTAIL FOR A FRIEND

LOVE

INTEGRATIONS IN POPULAR APPS

BIG CITY

SBERBANK NY

COMMUNITY

TV

OUTDOOR

PROJECT CORE

MEDIA SUPPORT

APPLICATION

THE CENTRE OF THE CAMPAIGN IS THE VIRAL APP WITH THE MAIN IDEA - CHOOSE YOUR WISH & MAKE YOUR FRIENDS DREAMS COME TRUE

THE SAME MECHANICS WAS ORGANICALLY INTEGRATED IN A FEW (FROM TOP10) APPLICATIONS ON VKONTAKTE.RU

INTEGRATIONS

MEDIA SUPPORT

ANNOUNCEMENT WAS PROVIDED BY STANDARD MEDIA CHANNELS – TV, OUTDOOR AND LINKED TO SPECIAL NY COMMUNITY AT VKONTAKTE

RESULTSTHE MOST MASS & REACHABLE CAMPAIGN ON VKONTAKTE

907 000 USERS ADDED SBERBANK NY APPLICATION

72 000 000 BRAND INTERACTIONS

14 000 000 UNIQUE VISITORS WAS INVOLVED IN GAME INTEGRATIONS

55 000 MEMBERS JOINED THE SPECIAL NY COMMUNITY

5 000 POSITIVE FEEDBACKS

VIDEO CLICK TO PLAY

http://vimeo.com/20060608

TARGET

TO DEVELOP MECHANICS AND INSTRUMENTS, MAKING RELEVANT MASTERCARD PRESENCE ON GIFTING PERIOD

Wish listAny gift – is a mirror of your nature. Wish list is the unique service from Mastercard, making gifting process easier and more comfortable

SOLUTION

SOLUTION

GIFT.MASTERCARD.RU

WISHLIST SERVICE

CONTESTS

DISCOUNTS FROM PARTNERS

PROMO-ACTIVITY WITH PAYCHECK NUMBERS

GIFT.MASTERCARD.RU

STRUCTURE

ATL SUPPORT

POSM IN BANKS

INTEGRATION IN APP AT ODNOKLASSNIKI.RU

VKONTAKTE APP

FACEBOOK COMMUNITY

GIFT.MASTERCARD.RU

GIFT.MASTERCARD.RU

•COMPOSE YOUR WISH LIST AND SHARE IT WITH FRIENDS•TYPE-IN THE PAYCHECK NUMBER AND DARE TO WIN ONE OF THE MASTERCARD GIFTS•TAKE PART IN MASTERCARD CONTESTS

RESULTS12 000 000 WISH LISTS VIA SITE & APPLICATIONS AT SNS

38% GROWTH IN YEARLY MASTERCARD PROMO

600 000 UNIQUE VISITORS ON SITE

437 STORIES ON MASTERCARD CONTEST

VIDEO CLICK TO PLAY

http://vimeo.com/26333622

DR. DIESEL IS FACING THE STRONG COMPETITION WITHIN SOCIAL NETWORKING AND IS NOT ASSOCIATED AS TYPE OF BEVERAGE FOR YOUNG & MODERN PEOPLE. THE MOST RELEVANT ASSOCIATION IS “BORING”

CHALLENGE

TARGET

TO CREATE COMMUNICATION CONCEPT, TRANSLATING THE YOUNG AND MODERN SPIRIT OF DR. DIESEL BEER

CREATIVE SOLUTION

FRIDAY IS THE MOST DISERABLE & EXPECTING DAY OF THE WEEK FRIDAY IS PARTY TIME… DR. DIESEL MAKES FRIDAY COME FASTER

STRUCTURE

SUPPORT AT BLOGOSPHER

E

INTEGRATION

VIRAL

APP DR.DIESEL APPLICATION LETS USER TO REFRESH FRIENDS PAGE OR ANY SITE THEY WANT IN FRIDAY STYLE

MECHANICSFROM TO

RESULTS#1 beer application @ VKONTAKTE

#2 BRANDED APPLICATION

160 000 USERS ADDED APPLICATION DURING 2 WEEKS

BURIAN@MOSAICMEDIA.RU IGOR@MOSAICMEDIA.RU SMYSLOV@MOSAICMEDIA.RU

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