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Role: Creative&Art Director, SMM-strategist, PR consultant
Client: glo
Year: 2020
Role: Creative&Art Director, SMM-strategist, PR consultant
Client: glo
Year: 2020
CONTACT
GLO X SIMACH
A project created specifically for Denis Simachev, one of the main designers of the 00s.
Objective
Produce a PR buzz around the brand in the context of the ban on advertising of tobacco products (dark market)
The glo brand, known for its extraordinary advertising campaigns, decided to go further — to find a new face for the Q3 period. This person was Denis Simachev, who again managed to break into the information field thanks to the re-opening of the cult club Simach in a new space.
So what has been done:
1. Two flavors, Tropic Loot and Vanilla 2020 were launched — each of them was inspired by the atmosphere of 2020;
2. A private party w/ mapping show and DJ set was organized in Simach, which brought together the most hype faces of the city
3. Three art collaborations were conducted — a canvas by Masha Yankovskaya, a track by Dasha Malygina, and a perfume by Nadia Sysoeva
Objective
Produce a PR buzz around the brand in the context of the ban on advertising of tobacco products (dark market)
The glo brand, known for its extraordinary advertising campaigns, decided to go further — to find a new face for the Q3 period. This person was Denis Simachev, who again managed to break into the information field thanks to the re-opening of the cult club Simach in a new space.
So what has been done:
1. Two flavors, Tropic Loot and Vanilla 2020 were launched — each of them was inspired by the atmosphere of 2020;
2. A private party w/ mapping show and DJ set was organized in Simach, which brought together the most hype faces of the city
3. Three art collaborations were conducted — a canvas by Masha Yankovskaya, a track by Dasha Malygina, and a perfume by Nadia Sysoeva
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
