In May 2018 right before the World football cup we designed and implemented an omnichannel campaign for Eisenberg Paris. We invited the captain and #1 Russian player Igor Akinfeev to participate in the project. Go ahead to learn how we linked the premium cosmetics with football and achieved tremendous results.
Build brand awareness
Drive trial
Enhance image
Build loyalty and retention
In 2018, Russia hosted the FIFA World Cup for the first time, and the whole attention was focused on football. To draw maximum attention to the project, we engaged one of the top Russian football players and digital influencers, held a social media challenge and ran a thematic quiz on Meduza.
We placed J’Ose at the forefront of the campaign a pair fragrance with bold character and extremely high retention rate to reach both male and female target groups.
The traffic from different channels was driven to a landing page with information on the brand and project details. To receive a reminder message on the eve of the autograph session, users were invited to share their mobile phone numbers.
During 5 days prior to the event, 10 freestylers juggled balls and distributed leaflets in top-5 L'Etoile stores, including Evropeiskiy and Mega shopping malls.
Top OL’s received autographed balls and T-shirts, as well as J’Ose perfumes.
The consumers formed a long line in L’Etoile store to get an autographed ball or a T-shirt from Igor Akinfeev
The technical reach of the engaged digital influencers exceeded
Igor autographed
balls and T-shirts for those who had purchased an item from Eisenberg Paris
challengeThe chosen opinion leaders explained their personal approach and attitude to I dare motto and invited their fans to share their stories on social media.
#BEYONDTHERULES #EISENBERG
participants of the challenge received autographed balls, T-shirts and fragrances
To build image and awareness among more sophisticated audience, a native ad project was held on Meduza.io
Within the #BeyondTheRules quiz, users could define whether they follow gender stereotypes or not. The idea of the quiz reffered to the bold character of J’Ose that stays beyond stereotypes.
