Eisenberg Paris cross-channel campaign Коммуникационное агентство Upside
Task
Build brand awareness, drive trial, enhance image, build loyalty and retention
Ideas and solutions
In 2018, Russia hosted the FIFA World Cup for the first time, and the whole attention was focused on football. To draw maximum attention to the project, we engaged one of the top Russian football players and digital influencers, held a social media challenge and ran a thematic quiz on Meduza. We placed J’Ose at the forefront of the campaign — a pair fragrance with bold character and extremely high retention rate to reach both male and female target groups. In order to drive footfall and trigger first purchase, a two-phase multi-channel campaign has been designed and implemented. Phase 1 included: ad campaign on social media, creative mailing and first buzz on social media, in-store activities in key L’Etoile shops, Igor Akinfeev’s autograph session in L'etoile flagship store at Evropeiskiy shopping mall. Phase 2 included: second phase of creative mailing and buzz on social media, contest announcement and ad support on social media (The opinion leaders explained their personal approach and attitude to "I dare motto" and call to action: users were invited to share their stories on social media). Also we implemented native project on meduza.io where within the #BeyondTheRules quiz, users were invited to define whether they tend to fit gender stereotypes. The idea of the quiz referred to the bold character of J’Ose that stays beyond stereotypes. Then, there was an announcement of the winners. The total reach reached 15 mln, number of reactions far exceeded 300k.
