Divicon Festival Divico
Task
Goal: To create large-scale event within the digital industry to announce a new business direction “influencer-marketing” in order to create incoming requests from potential clients. Tasks: To develop an event format that will allow close communication between bloggers and their audience. To create the first in a world interactive installation dedicated to video blogging. To release a documentary “History of Russian Videoblogging”. To make it an organic event worth mentioning in mass media.
Ideas and solutions
Background: In 2019 creative production house Divico started providing new services — influencer-marketing. The question was how to communicate this information to all potential clients at once? Concept: Agencies usually are the ones that organize industry festivals, awards and competitions to promote their services. Therefore, the majority of the blogger festivals have the same concept: fans stand in a long line to get an autograph from their favorite blogger. In reality the connection between bloggers and audience is much “closer” than this therefore a different concept was much needed to reflect that. To prove to the whole industry that we have an expertise and understand both sides we have decided to organize the event that will make it possible to closely communicate and collaborate with bloggers and their audience. Realization: We opened the first in a world interactive installation dedicated videoblogging within the festival. Over 60 artefacts were collected from the most popular Russian bloggers of the past 10 years: shoot decorations, gadgets, costumes. The shooting locations of popular YouTube shows become the festival space so any attendant could become the part of it. We have organized a learning curve for the audience: lectures and master classes from leading bloggers and digital mass media, fan meetings with unofficial communication. In addition to the festival a documentary project “History of Russian Videoblogging” was released. The main bloggers share their secrets on a way to success. Results: Total guests: over 4 000. Total bloggers: over 1 000. Total mention in mass media (digital and traditional): 250. Total project OTS: 8 625 730. Total federal TV channels: 12. Total amount of clients requests per months: increased by 8 times.
