#Stayingtohelp: communication campaign by Perekrestok Vprok during the pandemic Blacklight
Task
During the pandemic (March 2020) the online supermarket Perekrestok Vprok faced an unprecedented surge of the number and size of orders. This also affected the quality of service. In order to return to the previous level of customer service, Perekrestok Vprok worked at maximum capacity and opened a new dark store (a warehouse for storing and processing orders) in record time. The Goal: Reach out to customers and recruit new employees to serve the rapidly growing capacity of Perekrestok Vprok.
Ideas and solutions
The solution lied in arranging communicational support for the opening of the new dark store. We developed the visual concept of «Delivery Heroes» which emphasized the importance of such a service as Perekrestok.ru during the pandemic and the significance of each employee’s personal contribution. Within the framework of the concept, we designed a line of merch for employees with the slogan #stayingtohelp and digital banners for inviting new workers. To work on audience loyalty, we made a video in which Perekrestok.ru management and employees told us about the current situation and the measures they are taking. The Outcome: 20 000 000 views — campaign reach 145 000 banner clicks 55 roubles — lead cost 10 000 candidate applications received 454 new employees hired 20 766 video views (total) 2978 units of merch produced Mentions in the media and Telegram channels: 163 700 views on Telegram & 9 organic publications in the media.
