Borjomi Blogger Tour to Georgia.

2. The Product
Due to Borjomi unique complex of minerals of
volcanic origin, it cleanses the body better,
which gives you the opportunity to feel lightness
and enjoy life! It acts as a shower inside.
Borjomi is unique natural mineral water that
belongs to hydrocarbonate sodium waters with
natural mineral content 5,5-7,5 g/liter. Thanks to
the volcanic origin of the mineral water Borjomi,
rich natural carbon dioxide, can rise to the
surface without using any pump from a depth of
8-10 km warm stream (t. 38-41 ° C).
Unique water Borjomi, which for natural standards for over 1500 years old, gets on the ground,
the path of enriching a composition of 60 different minerals present in rocks of the Caucasus
Mountains. Today, mineral water Borjomi is identical to that was first poured on the first plant
more than 120 years ago.

3. What was important for Borjomi in 2012?
1. Expand customer base
2. Increase ocassional consumption
3. Fix the ‘Best Purification’ territory
4. Break the following Myths:
• Not all water is from the Borjomi wellspring
• Borjomi in plastic bottles is not the same as in glass
bottles

4. What is the lifestyle of Borjomi Consumers?
• 10,000,000 Ukrainians use the
Internet everyday
Interesting things in Parties and Gastronomy • 46% of them live in 500,000+ cities
the world, lifestyle entertainment
• 17% of them spend 21-30 hours
per week in forums and on blogs
• One in three Ukrainians online visit
Cars social networks
Travelling Personal
development • Ukrainians spend the same amount
of time on social networks, as
watching TV
Core TA: Young people between the ages of 25-45, active citizens of big cities
Interests: travelling, cars, food, parties, lifestyle

5. How to bring the advantages of Borjomi to
consumers in a way that they will believe?
Through close and clear communication channels with the
help of those, that are a role model for the consumer, whose
opinion he or she refers to, to which he or she unconditionally
trusts
Opinion leaders of the Internet and social media

6. How to involve opinion leaders in the creation of
WOM-communication around Borjomi?
Unique nature and Georgian feast and
Saturation program
Georgian hospitality cuisine
+
Borjomi integration into all activities
By creating conditions for generating positive content and the
possibility of its viral propagation online

7. Steps of project realization

8. Criteria for selecting participants
1. Authoritative 2. Cover ALL INTEREST 3. Bright, charismatic 4. Exclusive and recognizable
and well-known on areas of the target people style of publications
the Internet audience
Personal
Interest in the development Parties
Gastronomy Travelling + Cars world, lifestyle & life-hacking
The best gastronomy The coolest
Observers of the most fashionable portals about lifestyle,
observers and gastronomic partiers in
entertainment, trends and travelling
bloggers Kiev
First of all were selected areas of influence and only then specified
opinion-leaders. All bloggers were selected from different segments
having similar preferences as the target audience.

9. Blogger Tour participants
Anastasia Goloborodko Mike Tsvetaev
Author and creator of the ‘Spoon!’ Kiev restaurateur and gourmet.
web page. A fan of tasty cuisine and Believes that food should ignite
advocate of healthy food. only positive impressions and
The audience: 7 901/ per day knows how to find it in every meal.
The audience: 4 150 /per day
Sergey Kalinin Alexander Cheban
Gastronomy observer of ‘Forbes Traveler, photographer, author
Ukraine’, author of the iCookOnline of ‘Brightly about travelling’
blog. Cook, traveler and observer. blog, enters the list of the most
The audience: 8 715/per day readable and quoted bloggers
The audience: 6 233/per day

10. Blogger Tour participants
Alexander Yemelianenko Yulia Moroz
Head and author of the well-known Editor-in-chief of a popular
Ukrainian automobile website Ukrainian website about fashion and
autocentre.ua shopping: kuruza.ua.
The audience: 15 125/per day The audience: 23 023/per day
Diana Kurishko Sergey Pishkovtsiy
Journalist from the Tochka.net Author of ‘Inspired’ blog, where he
website: history, travelling, food & writes about inspiration and the
drinks visual beauty of our world
The audience: 16 089 /per day
The audience: 74 132/per day

11. Blogger Tour participants
Dmitriy Reifman Anna Ustenko
Author of the blog ‘For everyone Editor of ‘The Village’ city magazine,
about everything’, selection of specialist in entertainment,
materials, united into a sort of gastronomy, social life and many other
encyclopedia of modern information aspects of metropolitan life
space. One of the most popular The audience: 94 255/per day
Ukrainian bloggers in Livejournal.
The audience: 2 418/per day
Viacheslav Baranskiy Artyom Travkin,
Chief editor of the lifehacker.ru Kiev partier, knows everything
blog (Top-10 blogs of Runet about having a good time in
according to Yandex), partner of and outside the capital
the company ‘Buffer Bay’ The audience: 6 459/per day
The audience: 45 455/per day

12. How did the participants become interested in
Borjomi?
Gastronomy Travelling + Cars Interest in the Personal development Parties
world, lifestyle & life-hacking
• What can be better • What is interesting • How is Borjomi • What should • How to
than Borjomi in Georgia? produced? be visited quickly get
during a feast? and how back into
should it be shape with
• How is the most visited in Borjomi?
• Georgian cuisine • What is interesting
Georgia?
and wines legendary CIS in Georgia, its
water produced? customs and
culture?

13. How were consumers integrated into
communication?
Opinion leaders created an effect of presence in the Blogger Tour on their
personal web pages and media, which they represent
+ + + + + + + + + +
They shared their experiences in real-time!
1. They attracted 2. They were convinced 3. They personally watched
fans to discussions in the absence of fraud production and bottling
process of Borjomi

14. Go go go!

15. Agenda of the ‘Borjomi Chronicles’ Blogger Tour
July 12
12 июля:
July 13 • Excursions in Tbilisi and и
•Экскурсия по Тбилиси
• Visits to factories #1 and #2 MtskhetaМцхете
•Дегустация вин
• A walk-through of ‘Borjomi- • Wine-tasting в традиционном
•Ужин
Kharagauli’ National Park • Dinner in a traditional
грузинском ресторане
Georgian •Мастер-класс
restaurant
July 14 национальной кухни
• Master-class on national
• Excursion in Batumi
cuisine
• Free time on the beach
in Kvariati
By Bus with free Wi-Fi 

16. How was it?
Day 1
Day 2
Day 3

17. Results

18. Blogger Tour coverage & effectiveness
*Data for 01/09/2012

19. Interaction between bloggers and brand

22. One of many
• 3 blog publications
• 448 likes in publications
• 68 brand mentions
• 27 publications in social
networks
Alexander
Cheban
• The post entered the rating of Top-25
Ukrainian popular publications
• 25 re-prints (Daypic.ru and News.meta.ua)
with an everyday resources overview by
100,000 users
• 867,558 consumers saw the advantages of
Borjomi thanks to only one blogger!
• Photos from the blog were using at Forbes
magazine
*Data for 01/09/2012

23. Bloggers results*
• 6 603 views of 2 publication
• 45 publications on Facebook
• 13 publications on Facebook
• 423 546 views of publications on
Facebook • 10 reposts on Facebook
• 622 Likes
• 27 video in YouTube with 2738
views
• 14 550 views of 2 publications in blog • 32 300 views of 3 publication
• 58 publications on Facebook • 12 publications on Facebook
• 1639 Like • 79 393 views of publications on Facebook
• 783 236 views of publications in blog
• 13 448 views of 3 publications • 8 236 views of 2 publications
• 14 235 views of publications on • 21 tweets
Facebook
• 100 227 views of publications in Twitter
• 1 229 views of publications in Twitter
*Data for 01/09/2012

24. Bloggers results*
• 308 800 views of 2 publications
• 16 publications on Facebook • 48 466 views of publications at Kuruza
• 371 total quantity of Likes Facebook profile
• 186 736 views of publications on • 15 tweets
Facebook
• 14 550 views of 2 publications • 189 138 views of 3 publications
• 69 343 views of publications on • 2 republication of posts
Facebook • 135 206 views of 17 publications in
• 25 694views of publications in Twitter.
Twitter • 23 retweets in Twitter
*Data for 01/09/2012

25. Major Achievements
1. The Blogger Tour brought Borjomi more than 3.5 million
contacts with the target audience.
2. Borjomi received an opportunity to involve consumers into
communication with the brand and virtually ‘take part’ in the
tour with the help of their opinion leaders.
3. Long tail from bloggers publications continues drive attention to
the Borjomi even after the end of the campaign.
4. Each blogger was able to create their own unique content,
specifically tailoring to their audience and goals and have
become true Borjomi ambassadors!

26. Major Achievements
And of course…
$0 media cost

27. Even in China!
http://sanlier.blog.163.com/blog/static/20516305220121012113826109/

28. Key Success Factors

29. We flew away… But we promised to come back! And something
troubled me – a slight feeling that you'll still have to read the
Borjomi Chronicles Vol. 2.