Olga Sivtsova, Perfetti Van Melle and Iliya Slonski, Deasign on Digital Branding. Best Cases 2015. For video and more cases visit www.digital-branding.ru

1. Born in Stockholm, resides in St. Petersburg

2. www.deasign.ru facebook.com/deasignrussia

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

6. But we never did
anything digital.
Until 2015

7. Stimulate sales
Goals
Promote Chocoballs to current
and potential consumers
Test digital channels efficiency for
the audience of moms and kids

8. Moms are buying,
but kids are asking
We should create a campaign aimed to both
audiences: moms (25–45) and kids (4–9)

9. Prerolls
Banners
Social media
HOW?Engaging story
Simple mechanics
Caring support
Collecting!

10. Detective
vs.
Pirate
Black Square
Sharlock

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

19. 3 prizes were given every day
and 1 superprize in the end.
Everyone had a chance. Bigger
collections — better chances.
Collect, Upload, Win

21. Magic protagonist worked
as 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!

22. Media
support

24. Emails gently poked
users to upload more
and more toys

26. The more the
better!

34. It worked.
214 866 unique visitors
11 789 registered users
15 011 uploaded pictures

35. 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 fact
CTR 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 impressions
755 976 unique reach
61 761 visitors
2 333 289 impressions
65 331 unique reach
36 904 visitors

36. 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

37. Thank
you!
www.deasign.ru
facebook.com/deasignrussia