Самые актуальные новости и информация из мира PR в нашем telegram-канале
К сайту подключен сервис веб-аналитики Яндекс Метрика, использующий cookie-файлы. Это позволяет нам сделать работу сайта максимально комфортной и эффективной. Оставаясь на сайте, вы даете свое согласие на обработку персональных данных в порядке, указанном в Политике конфиденциальности
Расскажите о своей задаче
We integrated "divan.ru" brand into VkusVill’s "FestEst" festival and achieved a social media reach of approximately 350,000 people
- 350 000+social media reach
- 35 000+people visited "divan.ru" locations
- 3 000+people took home their photos with "divan.ru" branding
Task
001
"Divan.ru's" challenge was to integrate into VkusVill’s annual "FestEst" festival in a way that would both showcase their products and make a strong impression amidst dozens of other brands present at the festival.
Solution
002
We came up with the idea to create two zones: a bedroom and a library.
In the "bedroom" zone: we set up a bed and a bedside table right on a lawn in the park, against the backdrop of two glass skyscrapers. Everything, from the carpet under the bed to the bedding, was from the "divan.ru" collection. There was also a photographer on site offering instant photo prints.
In the "library" zone: we placed a coffee table with two armchairs and a bookcase for cross-booking. We filled it with books and magazines so that the first guests could take something home in exchange for the books they brought. We also used a corner LED screen: one side displayed quotes from famous books, while the other showed illustrations to them — all to create an atmosphere of light magic.
Photo gallery
Result
“Divan.ru’s” locations became among the most noticeable and popular at the festival.
There was always a queue of people wanting to take photos in the "bedroom" zone. People kept coming to the "library" zone to exchange their books for those left by other guests. Around 35,000 guests visited the brand’s locations throughout the festival day. Over 3,000 people took home photos with divan.ru branding.
People shared photos from divan.ru's locations on social media, tagged divan.ru and VkusVill profiles, which reposted the photos on their page. We achieved a real viral effect. Even though our initial goal didn’t include promoting divan.ru's presence at the festival online, the total social media reach amounted to around 350,000 people.
отзыв
клиента
Мария Деккер
Head of media Divan.ru
Летом мы проводили тендер на идеи по интеграции divan.ru в ежегодный фестиваль «ВкусВилла» «ФестЕст». Мы приняли решение в пользу PR Perfect, так как их идеи оказались самыми креативными и соответствующими концепции позиционирования бренда. Все было реализовано в срок. Мы получили максимальный охват на наших зонах: 35 000 человек посетили фестиваль, а 1000 человек забрали фотографии на память с «Фотозоны» с кроватью divan.ru. Кроме того, мы получили положительный отклик от гостей фестиваля в социальных сетях, а потенциальный охват аудитории в соцсетях составил около 350 000 человек.
Другие проекты
