The project was implemented for the company "SONCA" - the largest private producer of household chemicals and cosmetics.
Our task was to develop a comprehensive integrated 360 campaign for children's washing powder "Mara". According to research the main barrier for the brand was a stable perception of the product as being of lower quality compared to well-known competitors. We had to change this attitude and build trust in the brand.
The target audience of this product is "young parents" 25-35 years old with children under 6 years. Our first task was to find the most effective channel of communication with these people. Since trust is born out of the emotional experience and close contact we abandoned the usual offline tools, considering them not relevant enough. The audience analysis allowed us to find a unique media channel that had never been used before: kindergartens. We realized that this is where we can organize effective communication with the consumer and tell them about the benefits of our product.
Every year in kindergarten there are paid photo sessions for children - a photographer comes to the group and takes several staged pictures. Photos of kids for memory are very popular but are quite expensive for many parents. We have solved this problem and organized free professional photoshoots in 50 kindergartens in Minsk. We warned parents and decorated the groups with branded materials (growth, watches, educational games). On the day of the photoshoot the group included brand promoters who not only actively communicated with children but also told parents about the product. Each family received pleasant gift sets with products from "Mara" and information materials.
Further communication with parents was carried out on the Internet. We created a special application, registering in which parents could download photos of their children in a suitable quality for printing. Groups in social networks became a platform for communication of the brand with parents where they could share their opinion about the product invite friends and leave applications for participation in the campaign. For two months of the campaign in 25 kindergartens a photo session was held on the initiative of parents. During this time 2250 families took part in the campaign 1789 photos were downloaded using the Internet application and the number of registered users in social networks increased by 2970 people.
Thanks to the combination of a unique place of interaction and effective channels and tools (free photo session, application, social networks) the main result was achieved - thousands of children's smiles and happy families who will choose "Mara" for sure.
"Mara" washes, Mom trusts!"