Hello People Agency Сироха Александр
This work
in other
nominations
Video
Task
Instead of creating another SMM strategy and posting dull memes from the brand, we shot a series about an advertising agency that invents and posts these memes and shoots ads about the product. Pulpy is a juice drink for office workers who are bored in the open spaces, like jokes and TV shows. Our task is to create content that will refresh their world and at the same time tell about our product, explaining its unique features
Ideas and solutions
We created a whole series (around the product) that not only tells in detail how best to advertise Pulpy (with all the details of refreshment, taste and consistency), but also turned advertising from a TV series into real advertising outside of this series - outdoor advertising, PR , collabs bloggers, videos, posts and covers on social networks. The series completely replaced all of the brand's annual digital / 360 communication and responded to new product launches and seasonal activations. We invited bloggers and celebrities - Zhenya Kalinkin, Grishechkina, Denis Kosyakov, Nikita Dzhigurda, Nika Viper, Vitya AK, Prokhor Chaliapin, StasProstoKlass. People fell in love with "advertising that did not hide that it was advertising" (quote from the response) - they began to follow the twists and turns of the plot, discuss celebrity guests (many of whom turned out to be the brand's brand ambassadors in the real world) and gave us an excellent result on free outlets in press (25 outlets), viewing depth (2 minutes out of 4) and a lot of positive reviews and the viral effect of the series (just mention re-uploading the series to pirate sites). Results – the main breakthrough result – during the whole year people watched our series and they KNOW that it is an advert of Pulpy. And they loved it, they praised it and they asked us to broadcast it on TV (so we did). More than that - we gained more than 250 000 subscribers in YT, vk and Instagram united around Pulpy advertising series. Every new video gained media attention – we launched funny and provocative adverts in real life. Our total view count is near 50 000 000 and still counting! We created buzz around the product and people discussed Pulpy more than ever before
