3rd place“The most effective PR campaign” at PRAVDA Awards 2010 Client: HiPP Ukraine Project owner: HOSHVA PR Period: may-june 2010

1. How the «HiPP organic world»
was created by mommy-bloggers.
— the first mommy-blogger project in Ukraine.
Client: HiPP Ukraine
Projectowner: HOSHVA PR
Period: may-june 2010
3rd place
“The most effective PR
campaign”(2010)

2. HiPP
faced
a problem...
2
Company’s brand,
the leading manufacturer of organic
baby food,
isn’t associated with their core
values — organicity,
naturalness, ecological
compatibility.
.

3. Objectives
3
Client set the following
objectives:
• to pay customers attentionon organic
aspect of baby nutrition and explain to
them what are organic products;
• to increase customers awareness about
organic properties of HiPP products;
• do it in an accessible and credible form.

4. Solution
4
Educationalprogram at the most
popular Ukrainian internet portal
for parents UaUa.info (90% of the
audience— the core target
audience).
That is why we decided to develop
Ukrainian mommy-bloggers
community and created the
«HiPP organic world» for them.
— mommiestrust opinion leaders, but
most of all — each other;
— mommies spend theirtime online;
A survey among mothers
about organic products
peculiarities showed:
— low level of understanding;
— high level of interest to
organic baby nutrition.

5. Principles
5
• Honesty and confidence
• Personal experience
• Parents dialog with each other
— these principles become the basis of
the «HiPP organic world»
We have set an objectives:
• motivateactive peer-to-peer
communication;
• enable parents to share their own
experience, views and emotions;
• and thereby demonstratea courage,
openness of the brand, to gain
confidenceand commitmentof the
audience.

6. HiPP Organic
World
6
How the «HiPP organic world»
was created?
Components:
•mini-site at the most popular portal for
parents: uaua.info/hipp and a blogging
platform there;
•«Mommy-blogger handbook», which
can be useful for any parent who decided
to launch their own blog.
•«Organicnutrition school» and
10 consecutive «lessons» for parents
about all aspects of organic — from the
basis to legal regulations.

7. Mommy
bloggers event
7
Start:blogger-event gathered together
active parents, wished to join the project,
and within a month test organic products
from HiPP, posting results in their blogs.

8. Blogging
month
8
During the month mommy-and-daddy
bloggers together created the
«HiPP organic world»
Posts examples:
• Organic products in grandmother's garden:
Myth or Reality?
• Organic is more delicious. Bet on it?
•Where in Ukraine to get organic products?
• Dangerous components of the common
products.
Following the voting results and jury
opinion the best blogger was selected, and
awarded with a trip to the HiPP organic farm
in Germany.

9. Results
9
We have createda project that:
• involved active parents to create content
and discussion and motivatedto analyse
the issues deeply;
• inspired participants to become an
ambassadorsof the organic idea and
share project content actively.
Educationalproject turned into the latest
initiative,whichreceivedmedia and TV
coveradge.
Thewinnerof theproject was inspired to
start up an independent online magazine
Organic.org.ua!

10. Some numbers
10
• More than 7 thousand unique visitors of
the project;
• 10 school lessons for parents;
• 225 posts in parents' blogs;
• 1255 comments in discussing problen
in details;
• №1 position in Google.com.uafor
keywords: «органические
биопродукты»,№2 «органическое
детскоепитание» and «органическое
питание».
Next steps:
• HiPP is planning to launch and support
OrganicLife.uacommunity
• Launch of the local «organic» HiPP social
accounts

11. Project
participants
comments
11
Polina Sazonova
«It's been threeweeks of continuous active
work and at the same time, creativity and
pleasant time»
Іgor Kretov
«It was like the institute exams — within 3 weeks
so much to learn! In general, I get more serious
about the quality of food: for us and as well for
our little girl»
Maryna Starovojt
«I’vegot a lot of fun and useful information.
Thanksto HiPP for such a useful project, as well
as providing with a lessons on organic issues!»

12. Why our
project is
really good?
12
5 simple arguments:
• we attractedconsumers attentionto
organic aspect of baby nutrition and
explainedwhat are organic products;
• HiPPwas positionedas organic products
with unique characteristics;
• we increased customers loyalty and
establishedan understanding that
organic products are safe and especially
valuable for children;
• we recieved TV and media-coverage
(it wasn’t an oblective of the campaign);
• we have done something valuable for
people...and we are going to do it in the
future!

13. Thanks for your
attention!
13

14. 14
Communicationsagency HOSHVAPR is
celebratingits 5th anniversary in
autumn2010.We managed to become
one of theTOP PR-agencies in Ukraine
for this period.
NowadaysHOSHVAPR actively
develops its Digital PR practice.
Agency’s Digital PR practice provides
Social Media monitoring and analytics,
SM strategy development,creation and
maintenanceof SM accounts, SM policy
development,online newsroom, web-
site and social networks design,
developmentcontrol and launch.
Oksana Hoshva,
director
+38(050)3847178
hoshva@hoshvapr.com.ua
Skype: oksana.hoshva