Title	SMILE.MVIDEO
Brand	M.VIDEO
Product/Service	WEBSITE SMILE.MVIDEO.RU
Category	D03. Use of Branded Content created for Digital or Social Media
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
Yulia Zaripova	Mvideo	Head of Marketing Communications Department
Tamara Afonina	MVideo	Brand Manager
Elizaveta Davydova	MVideo	Brand Promotion Specialist
Nataliya Zhivaya	CROS	Chief Client Officer

The Campaign

The main challenge was to attract young people keen on online-shopping, which develops fast. We needed an unconventional creative approach that would represent the brand in a new dimension. We wanted the audience to generate content, share it and have fun in interaction with the brand. Concept is addressed to the creativity that encourages people to make something special to greet their friends and relatives. 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

Scale: Russian Internet and social media. We introduced a digital project that helped users to feel themselves experts of holiday greetings. We developed a landing page smile.mvideo.ru where 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 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.

The total reach was 49,7 million people while the whole audience of Russian social media is 60 million. We had 283 041 unique users who shared 32 456 posts. Brand presence in social media has significantly increased. The engagement level was high - 80% of users spent 4 minutes on the website. We got 99% of positive response from users. They have admitted that the website brought the holiday spirit. We reached our target audience. According to the Yandex.Metrics more than 65% of website visitors were 18-34 y.o. The sales have risen 11% in comparison with the similar period (GfK Russia independent research). Achievements over against business targets were: •The level of brand trust reached 60%, comparing to 39% in the same period of 2014 (Communication effectiveness and brand health research data, Brand Analytics. •The base of loyal users was generated to increase the effectiveness of future social media campaigns.

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 elaborated an unconventional approach – a platform that provides user generated content and helps to involve people in creating and sharing in social media 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.

Insights, Strategy and the Idea

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, 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 fascinating content that would inspire people to create and share with friends. •User-generated content: people’s positive attitude to the things they make by themselves. •New Year holidays are the best time to strengthen brand’s position on the holiday territory. •We aimed to develop a recognizable brand image smoothly integrated into the content. •Content quality comes first so we didn’t offer any financial incentives to engage audience such as holding contests with prizes.