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Role: Creative lead
Client: Adrenaline Rush (PepsiCo)
Year: 2018
Role: Creative lead
Client: Adrenaline Rush (PepsiCo)
Year: 2018
ADRENALINE RUSH
A project dedicated to all the indecisive millennials who need to be said #yesyoucan
Objective
Develop full-fledged digital and offline support for the brand relaunch. But what is really important is to show millennials that there is nothing impossible for them. To prove that on the way to the goal you should not dwell on the fear of failure — overcome it and move on.
During the first year of the relaunch of the brand's communication platform, many activations were implemented aimed at overcoming their fears. For this, many communication channels were used: from ATL and OLV to the launch of a capsule collection of clothes presented in Tsvetnoy shopping mall and motivating guerrilla sticker tactics at universities and business centers.
Objective
Develop full-fledged digital and offline support for the brand relaunch. But what is really important is to show millennials that there is nothing impossible for them. To prove that on the way to the goal you should not dwell on the fear of failure — overcome it and move on.
During the first year of the relaunch of the brand's communication platform, many activations were implemented aimed at overcoming their fears. For this, many communication channels were used: from ATL and OLV to the launch of a capsule collection of clothes presented in Tsvetnoy shopping mall and motivating guerrilla sticker tactics at universities and business centers.
Increase in average organic DAU by 2.28% from May to June
Average daily organic registrations is 4.5% higher than for May
An uplift in Russia for % of users adding interests since campaign launch (+18% relative uplift for females, +12% for males) Also an uplift in chats initiated for male users (+5% relative uplift).
60k gifts were given away for campaign participants
331k clicks to landing (from internal and external promo)
197k unique visitors of first screen from landing (*for visiting landing participant must have Badoo account)
31k users clicked button SHARE RESULT at the end screen (here campaign participants could share their results and personal artworks in their social media)
+4k new organic followers in @badoo_ru
Average daily organic registrations is 4.5% higher than for May
An uplift in Russia for % of users adding interests since campaign launch (+18% relative uplift for females, +12% for males) Also an uplift in chats initiated for male users (+5% relative uplift).
60k gifts were given away for campaign participants
331k clicks to landing (from internal and external promo)
197k unique visitors of first screen from landing (*for visiting landing participant must have Badoo account)
31k users clicked button SHARE RESULT at the end screen (here campaign participants could share their results and personal artworks in their social media)
+4k new organic followers in @badoo_ru
