3. {
Business efficiency
In June 2013 I joined Global Functional Drinks – Russian FMCG startup that just launched 3 beverage brands (energy and soft- carbonated drinks). All of them have challenging plans in terms of conquering market share against category leaders.
Marketing activities (including digital) had to be focused on sales drive.
4. To reinforce Tornado Energy image as an energy drink for gamers and drive product offtake we’ve developed and launched a special offer proposal on three main gaming currency platorms: CoinsUp, WASD, Vkontakte.
Mechanics: a gamer was offered to get gaming currency after registering a code from under the bottle cap.
The offer price is lower than the product cost price, so the project is profitable and with positive ROI.
Results:
>20 000 code registrations in 3 months;
Average Tornado Energy sales increase – 0,8 – 1% each month.
ROI: 110%
Project is to be continued.
Gaming currency stocks special project
All images are clickable.
5. In June – Dec. 2014 Fresh Bar national consumer promo with promo-codes has been held.
As a support we decided to stimulate consumers to take part in a promo with various bonuses they could get online.
Support started with an offer activity on Russian no.1 online dating service – Mamba.ru.
Mechanics: Mamba users were offered to get service currency for registering a code from under the bottle cap. Thus they received both Mamba bonus and took part in a National promo on Fresh Bar web-site.
Results:
4 000 codes registrations in 3 weeks;
Raising number of promo
participants from 7 to 11% every
week.
>100 users from Mamba continued being engaged in NCP after the bonus program has finished;
NCP drive. mamba
6. {
Digital content
My main focus is organic story-telling in digital content. “Advertising” type of content does not work in digital, so the content has to be useful, engaging and organic. At the same time – focused on brand and product.
7. E-ON energy drink co-project with Cars.ru web- site (online auto magazine) - «Не спи за рулем» (Don’t sleep while driving).
Social project, that dramatizes the problem of car drivers’ attention and reaction rate. Losing them can cause car crashes and damage.
The project emphasizes the role of E-ON energy drink as a cure to recover energy, attention and reaction rate.
Results:
- 230 000 unique viewers (+50%
over planned KPIs);
- 5 minutes – average time spent on project.
«Не спи за рулем»
All images are clickable.
8. Tornado Energy national consumer promo support by popular Russian blogger Stas Davydov (“This is horosho”).
Within Tornado Energy NCP the participants were offered to shoot a creative video, based on randomly generated script. The promo has been promoted by top video-blog “This is Horosho”. He took part in the promo by shooting his “own” video and announcing it during his video-shows. He chose and announced the promo winners.
Results:
>100 new creative videos from “This is horosho” subscribers
> 7 500 new promo participants from “TiH” subscribers.
“This is horosho” co-project
All images are clickable.
9. E-ON energy drink co-project with online cinema ivi.ru.
The idea was to reinforce three energy drink consumption occasions – driving, office and nightlife by presenting relevant movie charts. Each consumption occasion fits respective E-ON SKU (one of three).
Results:
KPI – 220 000 unique viewers.
Ivi.Ru co-project
10. E-ON energy drink co-project with lifestyle online edition – Maxim Online.
The idea is to support E-ON nightclubs activity (listings, events). “Night is on” project tells about the lifehacks of nightlife and presents the most interesting facts about Moscow and SPb nightlife.
Results:
KPI – 180 000 unique users;
“Night is on” co-project
11. {
Social media
Making the social media experience engaging and story-telling brand-oriented.
12. In Sep, 2013 I launched Fresh Bar group in VKontakte.
Public is based on the social voice tool. Two social voices – Fresh-барышня and BaraBro – are the editors of the public.
Using TA celebrity bloggers for content posting.
Topics : traveling, relationships, music, parties, interests.
Statistics:
>55 000 users by Sep, 2014;
> 20 000 page views every day
> 300 users’ posts every month;
> Organic (non-ad) growth – 10% per month.
Fresh Bar. SMM
13. Web production
Previous Fresh-bar.com image web-site. 2013
Current Fresh-bar.com NCP web-site. 2013
Creating promo web-sites for GFD products (images are clickable).
14. Creating promo web-sites for GFD products (images are clickable).
Web production
E-ON image web-site. 2013
Tornado Energy NCP web-site. 2014
