Title	SMILE.MVIDEO
Brand	M.VIDEO
Product/Service	WEBSITE SMILE.MVIDEO.RU
Category	A13. User Generated Content
Entrant	CROS Moscow, RUSSIA
Idea Creation	CROS Moscow, RUSSIA
PR	CROS Moscow, RUSSIA

Name	Company	Position
Igor Boiko	CROS	Creative Director
Anastasia Timofeeva	CROS	Project Head
Nataliya Zhivaya	CROS	Chief Client Officer
Yulia Zaripova	MVideo	Head of Marketing Communications Department
Tamara Afonina	MVideo	Brand Manager
Elizaveta Davydova	MVideo	Brand Promotion Specialist

The Campaign

The main challenge was to attract young people keen on online-shopping, which develops fast. We needed an original creative approach that would represent the brand in a new dimension. Concept is addressed to the creativity that encourages people to make something special to greet their friends and relatives online. We wanted the audience to generate content and have fun in interaction with the brand. We offered people to create their own customized greeting cards and share in social media. We endorsed popular Internet artist Tatiana Zadorozhnaya as an author who shares principles and values of M.Video – humor, open mind and warmth. Our approach was to let users for the very first time in the history of the Russian Internet to become co-authors of the artist’s works.

Creative Execution

We developed an entertainment project that helped users to feel themselves experts of holiday greetings. On the landing page smile.mvideo.ru users could create their own cards. Content included 2 types of sharable cards: • 2-step card. Users entered their name, gender and got a random card. • Card designer. Offered maximum customization and creativity for making personal cards. We also introduced fun holiday themed quizzes. We started on 15th December with the New Year campaign. In February-March 2016 the project was renewed for St. Valentine’s Day, Men’s day and Women’s Day. Our content was also integrated into the promotional campaign for online and offline sales. To promote the project we used banner advertising in social networks, advertising in popular social media communities and posts of Russian Instagram celebrities. We also provided PR support including articles in popular lifestyle online media. Scale: Russian Internet and social media.

Total reach was 49,7 million people. We had 32 456 shared posts in social media. The engagement level was high - 80% of users spent 4 minutes on the website. One of six users shared the content. More than 99% of users’ response was positive. According to the Yandex.Metrics more than 65% of website visitors were 18-34 y.o. so we reached the target audience. The level of brand trust among online audience reached 60%, comparing to 39% in the same period of 2014 (Communication effectiveness and brand health data research, Brand Analytics). Driven by the entertainment content and connection with the holidays we have strengthened brand loyalty and emotional contact with the audience. 11% growth of sales in comparison with the similar period supports this fact (GfK independent research data). An entertainment communication platform to deliver brand experience was developed.

M.Video is one of the leading consumer electronics retailers in Russia. Historically, its basic audience was adults accustomed to offline shopping. The main challenge was to attract young people keen on online-shopping, which develops fast. We understood that campaign with active users’ engagement would intensify development of the project. We elaborated an unconventional approach – a platform that provides user generated content and helps to involve people in creating and sharing actively. We focused on online interaction with branded content and developed an entertainment project that engage people to create, play and greet friends and communicate in an informal way.

Target audience are young people of 18-34 y.o., living in Moscow and big cities, active, humorous, lovers of gadgets, movies and social networks. According to the Brand Analytics data, people 18-34 are more active in popular Russian network VK.com – 84%, Facebook – 75%, Instagram – 57%. These networks are the most relevant in terms of content representation to be chosen as our basic platform. We outlined key approaches: •The main challenge is to make entertaining content that would inspire people to create and share with friends. •New Year holidays are the best time to strengthen brand’s position on the holiday territory. •User-generated content: people’s positive attitude to the things they make by themselves. •Branding: we aimed to develop a recognizable brand image smoothly integrated into the content. •Entertaining content should engage the audience actively, so we didn’t offer any financial incentives such as holding contests and giving prizes.