JSC Ros Company successfully produces and sells water, juice and energy drinks, tea and nectars. The company has achieved significant results. And has become one of the leading manufacturers of water and soft drinks in Russia.
The line of juice-containing drinks “Fruit motive” is one of the flagship products of JSC ” Company”.
The plant’s products are present in more than 70 thousand buy bulk sms service retail outlets throughout. Russia and in all major federal chains.
Initial data
The Fruit motive brand is represent on the VK social network. Audience around the brand but to achieve business results, instead of traditional SMM. It prefers special projects with game mechanics to interact with its audience.
Various game mechanics encourage interactivity and content sharing, which enhances brand engagement and strengthens the community.
All this ultimately leads to greater brand recognition and customer loyalty.
Project objectives
In 2024, a film about the main characters’ nostalgic memories of their audience around the brand childhood and first love with the lead singers of a popular 90s music updates and community involvement group was released in Russia. The Fruit motive brand make an advertising integration into the film and plan activity for the summer in its VK community together with the film’s production team.
In the spring of 2024, the goal was set to prepare the ground for the upcoming activity and to warm up the interest of a wide audience in integrating the brand into the film. In addition, the special project was supposed to increase the loyal audience of the brand community in VK.
Solution
Target audience
The brand’s community is dominate users age 35 and over, whose childhood and youth occurred in the 90s.
Creative idea
The creative team analyzed the age and interests of the brand’s audience on VK, the idea of the film, and key trends in social networks among the target audience. When developing the idea of the special project, we wanted to hook the audience not with expensive prizes, but with real emotions.
This is how the idea of a special project on memories mobile numbers of the 90s in the style of those times was born. It was important for us to emphasize the positive emotions that Fruit motive drinks evoke, as well as warm memories from the past, because they are also a source of joy.
The name of the special project was obvious. We combined the client’s brand name and nostalgia for the 90s. The result was a resonant and memorable name –
Community Branding
The special project took place within the brand’s community on VK audience around the brand . To ensure greater reach and user engagement, a design was develop for the entire community, not just for the special project posts.
We adapted the logo and cover of the community to the color scheme and idea of the special project.
In order to keep the participants focused during the month audience around the brand of the special project, the style of not only the community design and posts with activations, but also all publications that were publish during this period was change.
The spirit of the 90s was present in every post, even if it was not directly related to the special project.
