New Year’s Insta-calendar Юлия Сафиулина
This work
in other
nominations
Community Design, Design of Posts
Task
In advance of the holiday season we launched a project for a chocolate brand Milka. Campaign goal – in addition to developing an interesting New Year project, we had the task of establishing an emotional connection of Milka chocolate as a wonderful holiday gift for family and loved ones, while integrating the brand’s holiday products into the project (in different channels).
Ideas and solutions
Idea – A holiday project consisting of two parts: I. Promo website where users grew their New Year trees, shared their trees in social media and engaged friends. In the end, users who had managed to grow the biggest trees received branded gifts. II. Social media activation – New Year’s Insta-calendar with gifts. – Counting down days to the New Year with Milka! In Instagram, we created a holiday Milka account with a calendar that was pre-filled with posts with dates in the branded style – from December 1 to 31. – Each day through December, we were «opening up» posts with dates and turning them into holiday video greeting cards with warm wishes for users. That was our New Year’s magic :) – Under each of the daily posts we were giving away a holiday package of Milka chocolate. In order to win it, users had to tag friends which they’d like to give that greeting card. – Promoting the Instagram-contest with help from bloggers. Results of New Year’s Insta-calendar: 2 551 632 reach of publications at bloggers in Instagram (16 bloggers). 79 108 Instagram activation involvement. 823 136 reach of unique users. 40 000+ tagged comments. 31 winners
