Кредсы

Transcript

1. March, 2022
2. 2 83 132 15k 110 5k We are in the world Algeria Amsterdam Athens Auckland Bangalore Bangkok Barcelona Beijing Bogota Brasilia Brussels Bucharest Buenos Aires Cape Town Casablanca Chengdu Chicago Copenhagen Dar es Salaam Dhaka Dublin Durban Dusseldorf Frankfurt Guatemala Hanoi Hong Kong Islamabad Istanbul Jakarta Johannesburg Kuala Lumpur Lahore Lisbon London Los Angeles Madrid Malta Manila Melbourne Mexico city Milan Moscow Mumbai Nairobi New Delhi New York Panama Paris Prague Rio de Janeiro San Francisco San Jose Sao Paulo Seoul Seville Shanghai Singapore So fi a Stockholm Sydney Tokyo Tunisia Vein Warsaw Washington Zurich countries of presence offices worldwide employees clients in 5 or more countries digital experts
3. Promo Interactive was founded in 1997. Practically along with the Russian Internet segment. About the same time we created and placed the first Internet banner in Runet. 3 Agency history in Russia 1997 2000 2004 2012 2022 In our third year of existence, Forbes ranked Promo Interactive number 2 agency in Russia, working with clients. The Next Media Group holding company was founded. Opened offices in Israel and Ukraine. Ogilvy & Mather buys Promo Interactive. One of the largest Russian digital agencies. Soon we were in second place in the Runet ranking of digital agencies. 100+ 
 projects per year 200+ 
 clients 360° 
 expertise in digital 
 and ATL
4. 4 Strategy Creative Digital Media Social & PR Brand strategy Communication strategy Digital strategy KPIs and benchmarks Development of big ideas Advertising TVC Key images Content and production Digital design UX / UI Digital production CRM eCommerce Mobile Solutions Digital media Performance marketing SEO/SEM Data Strategy Social media support Working with influencers Working with bloggers PR activations Ratings and reviews Services & competencies
5. 5 Digital and integrated campaigns Media PR Production Group structure
6. 6 employees 100+ of the 
 Russian office
7. 7 The Ilya Grigoriev CEO CEO Client Service & Development Strategy ATL production Social & Media Maria Izmailova CRM / NBD Director Ekaterina Belikova Account Director (ATL) Evgenia Herzin Account Director (digital) Oxana Medvedeva Account Director (digital) Svetlana Khramova Account Director (ATL) Julia Zakharevskaya Strategy Director Anna Filipova Head of ATL Produc ti on Sergey Motorin Head of Social Vika Budarina Media Director Dmitry Myskov Execu ti ve Crea ti ve 
 Director Creative Design Legal, IT, Finance, Of f ice, HR Lev Chebotar Head of Design Team
8. 8 persons Key Ilya Grigoriev CEO Maria Izmailova CRM / NBD Director Oxana Medvedeva Account Director (digital) of the project Works with Promo Interac ti ve since 2008. Ilya started his career as a manager in ArtLebedev Studio, where he helped to shape Russian digital market as we know it. A ft er transi ti oning to Promo Interac ti ve 
 (Ogilvy Group), Ilya has lead the company to great success, establishing it as one 
 of the best digital agencies in Russia. 12+ years in adver ti sing, marke ti ng communica ti ons and development. Prior experience in SaaS business and mass media. Strong background with FMCG, pharma and dark market. Key clients: Leads agency team on The Coca- Cola Company, Merck, Ferrero, Philips and new business in digital. 12 years of experience in marke ti ng of automo ti ve and FMCG brands both on the client side and on the agency side. Launching 360-degree campaigns, leading projects for shoo ti ng promo ti onal videos and developing websites (portals). Development and implementa ti on of CRM-projects for key clients of the agency. Building from scratch the customer service department of the agency's FMCG client, as well as the analy ti cs department. Dmitry Myskov Execu ti ve Crea ti ve Director 15+ years experience in marke ti ng and digital. Crea ti ve leadership and par ti cipa ti on in more than 100 local and global campaigns. Global and Local Marke ti ng and Adver ti sing Fes ti val Juror (E ffi e Russia, Silver Mercury, Wow Awards, PORA). Creator and author of professional blog with more than 5 000 subscribers. Julia Zakharevskaya Strategy Director 5+ years experience in leading Russian adver ti sing and communica ti on agencies, building brand and communica ti on strategies, providing strategic exper ti se from consumer research to marke ti ng planning and crea ti ve ideas facilita ti on to drive client business. Has success experience with wide variety of categories and brands, from global to local, from mass market to premium. Lev Chebotar Head of Design Art director with a strong focus on user experience and a passion for all things digital. His specialty is leading design process of mul ti ple projects simultaneously from idea to execu ti on. Works with Promo Interac ti ve since 2009. Has deep understanding of web development and experience of building brand iden ti ti es and design systems. Pavel Kotov Crea ti ve Group Head 16+ years of marke ti ng and adver ti sing exper ti se. Has successfully worked in many adver ti sing industries – radio, retail, BTL, media, OOH. 6 years ago found himself in digital. 
 And very happy about it. Has experience in developing IMС, ICP, CRM, SMM, and other very serious abbrevia ti ons. University teacher at the Faculty of Adver ti sing.
9. 9 clients Our
10. 10 Best cases (and the most relevant)
11. 11 This project is aimed at building a 1-2-1 relationship with customers in the digital on the basis of SHE CAN platform for the following three purposes: • New users recruitment. • Engagement of the existing audience: enhancing awareness of product range, encouraging the use of several products. • Trial and expanding the portfolio of products in use. What we have done so far • Developed and implemented 1-2-1 communication strategy using a chat bot, branded period tracker app, emailing. • Integrated all sources of data with CRM platform. • Launched a bonus program. • Built and connected all digital assets in order to use the user info to increase targeting accuracy in new acquisition campaigns and reactivate dormant users. Kotex 1-2-1 communication Results Campaign Planning & Development Strategy Data strategy Content strategy CRM development Development& integration Digital Production Project is in progress, results so far: • Over 5 MIO users in chat bot • Over 1,5 MIO users in app (1st party data)
12. Project stages 12 Analytics • Analysis of target audience, research and communication plan. • Analysis of current base and earlier periods’ communication results. • Segmentation of existing user base. Strategy • Communication personalisation approaches, • User data enrichment mechanics, • Consumer journey mapping, • Development of data collection procedures, • Ways of using acquired data for better targeting of media campaigns, • General ecosystem of communication, • Bonus program. Creative Development of creative approach to communication with different segments depending on channel, recommendations for contact 
 and visual design, tone of voice.
13. 13 Nestlebaby.ru 2013–… Objectives • Teach parents the basics of proper nutrition for children from the first days. • Give parents unique information that is relevant to them and the child at the current stage of his development. • Increase product sales and brand loyalty. Solution Club of modern parents, where you can get answers to the most intricate questions, use many useful services, choose food for your child and make purchases online. Results • More than 400 letter templates for pregnancy and every period of a baby's life. • More than 600 articles on pregnancy, nutrition, and baby development. • About 200 products in the online store. • More than 1,000,000 visitors per month. Educational project, CRM, Online store
14. 14 Huggies Scope of work • Creation and support of Huggies CRM-program 
 (algorithm setup, content strategy, educational mailings, commercial mailings, reactivation chains, announcement of loyalty programs, contests, surveys, interaction with VKontakte chat-bot, analytics and development of CRM-system). • Development and implementation of couponing mechanics to collect customers' personal data. • Support of national promo-campaigns for Kimberly Clark brands. • Support of websites: huggies.ru, depend.ru, drynites.ru. • SEO-optimization of huggies.ru website (content development of educational articles for the site – up to 50 pieces). • SMM support: official groups in VK, IG, OK and Momlife (weekly publications – educational and commercial, contests, group moderation).
15. 15 Huggies CRM 2017–… What do we do? • We recruit coupon members for our email newsletter (with their consent). • We send them personalized newsletters with information about Huggies product promotions based on the age of the child. • We hold contests for subscribers, like MamaPro, where experienced moms got a chance to share their experiences in raising babies with beginners and become authors of Huggies newsletters, which essentially made them millionaire bloggers. • We we came up with an innovation — audio newsletters. So that the busiest moms could listen to useful information on our podcast called “Come here for a hug” («Иди обниму»). Results • More than half a million people in the active base. • 5 % of visits to retail outlets. • Several million rubles in online sales every month!
16. 16 Patient program Problem Over 750,000 new cases of HPV-associated cancers in women are reported worldwide each year. In Russia, the number of those infected with HPV varies from 13 % to 40 %, and only 31 % of the Russian popula ti on is aware of the existence of HPV and the risks associated with it. Objectives • To raise awareness among female audiences about the disease and its possible consequences (cervical cancer). • To break down the barrier of nega ti ve a tt i tudes about the HPV vaccine and to talk about how it helps to protect themself and their family from the disease. • To help moms make the decision to vaccinate their children against HPV as a preventa ti ve measure against the development of the disease. Solution We conducted a series of studies of TA, which helped us understand the behavior of pa ti ents and fi nd ways to deliver informa ti on. The results of the research allowed us to prepare well-developed materials for the pa ti ent program: • HPV educa ti on website. • Pa ti ent educa ti on videos to promote the pa ti ent program • A comic book about the importance of vaccina ti on for mothers and their children.
17. 17 Website vpch.ru + videos • We also iden ti fi ed the most e ff ec ti ve tone of voice and visual language for communica ti on with the target audience (neuroaesthe ti cs, metaphors, linguis ti cs and na ti ve transi ti on from one sec ti on to another), which was determined during the study. All this was taken into account when developing the structure, design and content for the training site and two videos. During the study: • We have worked through all the fears and barriers of the target audience associated with the disease, as well as the fact that HPV can also a ff ect children. • We outlined the key criteria for trus ti ng the target audience with informa ti on about the disease and the criteria for making a decision on vaccina ti on (veri fi ed experts and sta ti s ti cs in numbers).
18. 18 Comics for moms and kids Together with the illustrator, we created a fascina ti ng story about the immune system's super ability to learn with the vaccine and protect itself from HPV. In this way, the mother had in her hands a tool explaining to the child in a familiar (comic book) and safe (no scaremongering) format the need for HPV vaccina ti on. 
 The visual and textual content of the comic strip was developed using the same approach as on the site (neuroaesthe ti cs, metaphors, linguis ti cs, and a pushy transi ti on from one topic to another).
19. Challenge Surprise young VK users with an unusual personalized video that is hard to believe. Solution • Four famous bloggers recorded videos in their unique style. • VK users could select one of these videos using a special app and specify a friend's VK id to make their user-pics part of the video. • Once a personalized video was created, it could be sent to a friend to enjoy their reaction. Results 94 % of users watched the video till the end. 28 % of users shared the prank with friends. 19 Video PR campaign in VK with bloggers Fanta
20. 20 Link to the video
21. 21 The territory of femininity How to promote Rx drugs when direct communication is prohibited? Our solution is to promote the category. Our responsibility: • Creating a content project about women's health, • Creating and developing design, • Website launch, • Development of modern animation effects, • UI-development, • Cross-browser, • Adaptive, • SEO.
22. March, 2022