BLOG TOUR TO LAKE BAIKAL WITH MI 10T
17–20 February 2021
2021 is the year of Xiaomi's active cooperation with the WWF and support of grants for Russian nature reserves and national parks. When we faced the task of launching the new Mi 10T smartphone with a powerful camera and an expanded set of photo filters, we chose Baikal right away and organized a trip for opinion leaders to the Irkutsk region. Today one of the greatest natural treasures of Russia is on the verge of an ecological catastrophe. So the blog tour became an opportunity to show the beauty of the deepest lake on the planet to a wide audience and draw their attention to the issues of environmental protection and conservation.
Idea
Lake Baikal proudly remains one of the planet’s cleanest lakes, though environmentalists are increasingly alarmed, issuing warnings about the need to preserve it, along with many other Russian nature conservation areas and national parks. Around 2 million tourists visit the lake every year, admiring its splendor and beauty, but very few are environmentally conscious.
The blogger tour became an opportunity to draw the attention of the young audience to the ecological risks and motivate them to donate to WWF that makes a lot of efforts to help the local community conserve the natural resources and transform policies toward sustainability.
Implementation
The itinerary was developed together with Alexander Zheleznyak who, as the longtime editor-in-chief of National Geographic Traveler, knows absolutely everything about globetrotting and the most beautiful destinations on earth.
Our invitees took part in a shamanic ritual, watched the sunset on Ogoi island, climbed Mount Shamanka, enjoyed a picnic right on the lake’s ice and a 4x4 off-road adventure, as well as Khivus boats and skating.
The bloggers shared numerous posts and Stories to inspire the audience donate to WWF and help protect the nature of Baikal.
Results
AVERAGE ERR
ENGAGEMENT RATE BY REACH
92,48%
OTS
OPPORTUNITY TO SEE
10 009 700
CPV
COST PER VIEW
0,24 RUB
