| Title | KID FRIENDLY |
| Brand | BABY CLUB |
| Product/Service | CHILDHOOD DEVELOPMENT |
| Category |
A07. Charities, Public Health & Safety, Public Awareness Messages |
|
Entrant
|
R:TA Moscow, RUSSIA
|
|
Idea Creation
|
R:TA Moscow, RUSSIA
|
|
PR
|
R:TA Moscow, RUSSIA
|
Credits
| Yuri Belonoshchenko |
Baby Club |
Founder |
| Denis Voronov |
Baby Club |
Web Analytics |
| Maria Zlygosteva |
Baby Club |
Project Manager |
| Daria Beresneva |
Baby Club |
Senior Project Manager |
| Anastasia Bandrina |
R:TA |
Creative Director |
| Bogdan Kazakov |
R:TA |
Head of Production |
| Alina Samotoy |
R:TA |
Project Manager |
| Aleksander Gruzdev |
R:TA |
Art Director |
| Tahir Muraev |
R:TA |
Designer |
| Yana Dudochkina |
R:TA |
Senior Copywriter |
| Polina Dolgopolova |
Baby Club |
photograph |
| Nadezhda Cheremnykh |
Baby Club |
Art Director |
| David Minosyan |
Baby Club |
designer |
The Campaign
The Idea was to create a "Kid Friendly" movement with its own identity (logo, web-site, stickers, etc). And we start global gathering of the biggest and the most famous brands in Russia (cafes, banks, stores, clinics and many other partners).
Each place that participates in this project puts the blue bear sticker on their doors.
So whenever parents meet this sticker in the street they can be sure - they can easily come with a kid to use bathroom, to ask some water or even have place for rest or play.
Execution
Implementation
1. Preliminary works
First we found 100 partners for the launch to become significantly visible
Every participant start spreading information about movement through their own media channels and invite users to join the movement.
2. Newcomers could join the movement making a request on the web-site. Every participant receives blue-bear sticker that turn his office/restaurant/clinics into a new media channel and spread information about the movement further.
3. Also we involve Key Opinion Leaders, popular digital web-sites - to gain our targets.
Timeline
We started our campaign on the 01/06/2016 (International Day for Protection of Children) and it's still open for registration.
Placement & Scale
98 articles on entertainment and business web-sites
180 press-releases on branded web-sites and SM
368 posts in SM (KOLs, branded communities and average users)
Tier 1: Awareness
More than 40,731,950 people learn about the project.
Every month 6,814,500 people see blue-bear stickers on the doors of different places.
Tier 2: Output
567 brands join the project. More than 2,478 places in 243 cities in total.
More than 400,000 little kids freely enjoy the benefits of a new movement.
The Situation
This project's aim was to earn the understanding and influencing opinion and behavior of society towards kid's interests in Russia using different PR instruments such as events, partnerships, working with mass media and social media etc.
And the goal was to reach as many people as possible without any media budget.
The Strategy
Target Audience:
We have 2 target audiences:
1 segment: all parents with kids under 10 y.o.
2 segment: founders and owners of businesses or marketing team
Geography: all Russia, big cities with population > 300 000
Target Media:
We choose media that is relevant to every TA segment
Lifestyle and parenting web-sites and SM communities - for parents
Business and news oriented web-sites and communities for businesses.
PR Planning
1. Preliminary works - organizing partnership with 100 partners with strong own media
2. Making an event for a loud presentation of a project
3. Creating stickers as a new channel for communication
4. Involving Key Opinion Leaders in SM
5. Making publications in popular digital web-sites and SM communities
Approach
To have the biggest coverage with no budget