A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
G-10-04. If You Trust In It, You Will Like It!
| Agency | Adpro | Isobar |
| Creative head | Yuri Lence |
| Author of idea | Alexander Marchuk, Yana Gorbacheva |
| Product | Chernigivske |
| Description | It is impossible to become a lovemark for a beer brand with communication concerning just the product. Ukrainians feel sympathy on Chernigivske page in social networks. We cover the topics in which people of Ukrainian mentality are interested: respect and honor, friendship and pride, love and faithfulness. Innovational tool in context strategy was Welcome Tabs, which fully corresponded teasers and the content of community. Due to it, people, who were converted to community, knew what they subscribed for and as a consequence conversion of click into like grew from 22% to 41%. Just in two months we occupied the first position in the rating and lowered the cost of a fan by two times. We found a way to make Chernigivske’s message noticeable to more than 350 thousands Ukrainians and become page №1 in Ukrainian Facebook, with the posts regularly entering Top-3 as for popularity in the region according to Social Bakers. |
| Advertiser | SUN InBev Ukraine |
| Team members | Anastacia Voitkevich, Account Manager; Yana Gorbacheva, Head of PR and WOM department; Alexander Marchuk, Head of context group; Maria Naumenko, SMM Manager; Mila Yazvinskaya, Copywriter; Elisaveta Dergacheva, Copywriter Executive; Vasylyna Mosievych, Copywriter Executive; Ksenia Babankova, Senior Art Director; Artem Brin, Senior Designer |
