Work we are
proud of

Challenge

COVID-19 and the introduction of strict quarantine restrictions are events that have greatly affected all of us and forced us to change our usual way of life. Now people had to get used to living in self-isolation and connect with the world (work, friends, relatives) by various devices and messengers. The situation contributed to the surge in popularity of the video conferencing format.

Many not only locked themselves at home but in themselves too. This influenced a lot of the beauty industry. After all, people began to pay much less attention to their appearance.

 Solution

We decided to utilize this trend – and encourage people who have become hostages of their homes to be more open and “see” each other online more often. Yes, see each other! And start turning on cameras. And with the help of Garnier Fructis Superfood people who could look like whatever looked super.

Against the backdrop of a difficult situation in the hair care category, we faced an ambitious task: to bring Fructis out of the prolonged period of stagnation thanks to consumer rejuvenation. To achieve the goal, we worked with the most difficult audience for communication – Millenials.

Thanks to the insight developed on the basis of the specially conducted research, we brilliantly coped with the task set before us, which affected the results of the rebranding: the growth of the Fructis market share, the attraction of a new audience, most of which are girls under 35 years old.
Fructis relaunch is an example of a successful strategy built on the interaction of deep insights, vivid creativity, and exciting implementation.

tvlab – creative partner of the project.

For years the Chewing Gum category was represented by 2 leading brands: Orbit and Dirol. Orbit was a prominent player both in media investments and sales. Meanwhile, Dirol was #2 brand and eventually fell into the stasis where ad investment maintained the existing level of brand awareness while losing its positions in brand usage, consideration, and market share. Yet, Dirol decided to refresh its positioning and appeal to a younger audience – Generation Z.

Looking for an interesting youth territory we came upon bloggers trend. A big part of the audience is not only interacting with blogger content but dreaming of becoming one. Willing to help people with video content we created a Dirol Blogger Academy. Participants of the project had the possibility to learn how to become a blogger with special lessons from popular influencers, and the winner got 1 mln. views on Youtube for promotion of personal channel.

This project reflected the audience’s dreams vowed prominent brand slogan “Dirol. Inspires with taste” and positively affected brand sales.

Issuing new active payment cards with many transactions is becoming more and more difficult every year when it comes to a large bank. Standard audience targeting tools no longer work.

Thanks to the psychographic segmentation of the target audience, done with the help of partners, we were able to reach a new level of personalization. As a result, we improved our media metrics, got more active customers who made more transactions, determined which segments performed better and applied our knowledge to optimize our next campaigns.

Pandemic is a hard time for people: we are flooded by bad news and sad thoughts. We all need a source of calmness and harmony during these times.

Therefore we created a new philosophy “Take it smoothie”, which helps to deal with bad moods and tough problems.

We used only social networks to promote our campaign and created bright content, interesting copy, and super cool Insta-masks.