Kagocel Travel Sorry,Guys.Media
Task
Kagocel pays great attention to the health of children and adults not only during the cold season. In order to remind users the importance of preventing SARS in the summer, we created a content project in the familiar to the brand travel territory, but also thought of changes in the behavior and expectations of the audience due to the covid-19 pandemic
Ideas and solutions
We decided to create a project about modern tourism in Russia in a format that would help you pludge in dreams of a long-awaited trip. The audio format has the effect of presence, so we made not just podcasts, but real audio performances, thanks to which you could go on vacation without leaving the walls of your home, and safely explore the unknown corners of our country. In order to put a user in real atmosphere of the vacation, we invited guides – heroes that develop a tourism in regions and know routes by heart. We recorded podcasts with them and made it complete with some audioeffects. For those who love to watch more than listen, there were lots of photos and texts on the landing page – multiformat project allowed each viewer to feel the atmosphere of the trip as much as possible in a convenient format. The materials were supplemented with product pacement that reminded you of the prevention of SARS and helped you travel without worrying about your health. Our special project was located on the KUDAGO site, which is popular among an active audience of citizens. During the quarantine, it launched a poster with online entertainment, and our online travel perfectly fit into this concept. Users liked the idea of virtual travel: in total, more than 405 000 people visited the project page. More than 36 thousand of them listened to our audio performances and shared it with their friends and family more than 3,800 times in social networks. We achieved a 4% bounce rate with an average of at least 30% and helped Kagocel become the #1 drug for the prevention of acute respiratory infections according to KUDAGO users (based on surveys conducted on the site). And also, what is important, we helped develop the tourism among those who took part in podcasts
