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Askona 8 Askona 8
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In bed with
batwoman

Every woman has a night-time alter ego inside of her.
It steals the blanket and occupies the bed’s territory; sleepwalks to the fridge and twitches before falling back to sleep. Sometimes it sings (or maybe it snores?) and International Women’s Day is the best day to find out this alter ego!

Aims

Stimulate
sales
during
gender-based
holidays

1

Increase product
awareness of
Askona’s goods
as a suitable present for
March 8 among
the brand’s
target audience

2

Integrate
product
promotion into
reach-oriented
special
project

3

Gain maximum
reach

4

Solution

Askona and digital agency Nectarin offered their users
to find out once and for all who awakens in a woman while she is asleep!
Depending on the result based on an original illustration and real-life situations, users were offered
a perfect gift from the brand that they could present to their lady.

We created a landing page with a simple test test.askona.ru
The user answered a number of questions (including funny ones). At the end of the test, you got a result with a special “type” of woman with a fitting illustration and a suitable present for her for International Women’s Day out of Askona’s product range. The test could be taken by both men and women. Gentlemen found out about type of their women and the perfect present for her for the holiday. However, women could also get results and drop a "delicate" hint to their soulmate.

Duration

4th till 10th
of March 2019

phones

Channels

A special project on
the landing page and announcements
in social media among
the brand’s target audience

Special project promotion

Mass
media

Plan

Fact

%

Display

11 063 000

Reach

4 605 729

CTR

0,16%

Clicks

9 853

11 724 199

106 %

arrow

6 445 352

140 %

arrow

0,23%

147 %

arrow

15 480

157 %

arrow

The overall reach since the project’s two days activation: 6,5 m

sostav

Askona case, dedicated to International Women’s Day, was included in the list of festive creatives on sostav.ru

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Client feedback

Head of PR: Larisa Malisheva

photo

We were looking for a creative idea of a viral and very cute promotion of good-nights’ sleep in connection with the Women’s day. The agency offered an option of an unusual test and we agreed. The audience enjoyed it. During the first few hours after the publication we received over 2500 test results and shares. The illustrations came out very well, very distinguished and outstanding. After less than two full days after the publication the number of passed tests exceeded 5000 and the numbers were only increasing!

Nectarin team

mordan

Olga Mordan

Account Director

koroleva

Aleksandra Koroleva

Account Manager

trunova

Elena Trunova

Head of Creative

pertsov

Dmitriy Pertsov

Group Head of Creative

vavilkina

Eugenia Vavilkina

SEA Manager

novichenkov

Dmitriy Novichenkov

Designer-illustrator

neymar

Alexander Osipov

Senior Art Director

seryabryakova

Svetlana Serebryakova

Group Head of SM-promotion

kanishev

Evgeny Kanishchev

Production Director

komarov

Maxim Komarov

Project Manager

kalinkina

Svetlana Kalinkina

SMM Moderator

Askona team

mordan

Ilya Adamskiy

Operational Marketing Director

koroleva

Larisa Malisheva

Head of PR

trunova

Svetlana Ostroukhova

SMM Manager

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