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PepsiCo

Domik v derevne “Maslenitsa” campaign

Proximity Moscow

  • Challenge

    Maslenitsa is a Russian national holiday, mostly famous for pancakes. Because of pancakes, Maslenitsa is the biggest occasion for diary products throughout the year. To support Russian biggest diary brand – DvD –  we had to develop the campaign website which would both run the national check promo and drive “Brand I Love attribute” through engagement mechanics.

  • Solution

    Website with clear UX, explaining consumers how to participate in national promo and also offering multiple games and surveys that increase chances of winning prizes.

  • Results

    60% higher than planned participation conversion rate and significant increase in checks submission among participants of digital activations. More than 2 times higher KPIs for non-paid traffic.