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Askona Askona
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Hey, woman,
I have hides
and fire!

St. Valentine’s day is all about hearts, valentines and cuteness. But where does love begin? It doesn’t start with flowers and cafes, neither with the first date or a kiss, but with a pick up line: an awkward one, touching one, funny, daring and rude one.

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Aims of the project

Positive influence on the company’s image:
to show the audience that the Askona brand is up to date,
fashionable, is good at joking and likes to entertain it’s audience.

Solution

We asked users to share their most unusual pick ups in their life, picked out the most interesting ones and illustrated them.

To celebrate St. Valentines day, we launched a competition on Instagram and Vkontakte social networks using hashtags #подкатгода (pickupoftheyear) и #askonavalentine (askonavalentinescard). The prize was a 3000₽ certificate for the winners.

The competition lasted a week, from the 7 th till the 14 th of February. During this week people were asked to tell about their most awkward pick ups using social media platform. Then we picked winners, who received an unusual valentine card designed by our agency’s illustrators and a certificate.

The best post (based on voting results) appeared the next day as a valentine card. People could share these cards with other users, post them on their wall, in stories and news feed.

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We are sure
that the best
pick up line
will lead to
an unforgettable
night on a mattress

Askona

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users

Target audience
of the competing project

Russian Federation, Men-Women, Age: 20-45
Interests: Family, Beauty and self-care.

Russian Federation, Men-Women, Age: 20-45
Interests: Family and relationships, Love, Romantic love, Flirt, In new relationship, St. Valentine’s day, Dates, In relationship.

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Results

The promoted post on Instagram exceeded all expectations on coverage, received good virality, collected 1395 likes and 277 comments. We received response from the audience and couldn’t even expect the campaign would cause such resonance and we would receive such creative posts from the users. We told about our brand and got to know our target audience better.

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Advertising campaign results

10 586 327

Viewings from the ad tools

6 735 342

Reach from the ad tools

20 649

Clicks from the ad tools

942

Comments

7905

Likes

227

Reposts

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The Askona case dedicated to St. Valenine's Day was included in the list of festive creatives on sostav.ru

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Client's comment

Head of PR of the operational marketing services of the “Askona” group retail sales dept.

On St. Valentine’s day we decided to get a little cheeky and step away from the “hearts” theme that everyone is so used to. Our partner Nectarin suggested an original idea – to share your awkward pick ups, and what’s more, to illustrate them as memes.

We received a great number of creative and original pick up situations, and the best authors received prizes from Askona. Humour always works great in ads, but few people can create high-quality humorous content. Nectarin completed this case with flying colours.

Posts with pick up stories received 10.5 mil. viewings, the reach was 6.7 mil. users and engagement of the main post with the competition was 9,8%

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