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In a social media where users hate ad, tits will help a marketer

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LiveJournal used to be a major Russian social platform, but now it has given ground. Despite the high traffic, it has always been difficult to use “LiveJournal” in social marketing because of the snobbish attitude of users. It is accepted here to demonstrate intelligence, wit and creativity. Usersare ticked off advertising getting into their news feed. Repost function appeared in LJ relatively recently and it is not actively used. Nevertheless, there are some examples of successful social campaigns in LJ, and you will learn more about one of them.

Artemii Lebedev - aniconic figure of the Runet. Director and owner of the well-known design studio was one of the first Russian bloggers. His designs were not only entertaining, but also useful for readers interested in design thatallowed him tobecome a mentor for many beginners. The hard provocative tone towards his colleagues,and sometimes the customers of his studio, also boosted the popularity.

Lebedev’s project "Saturday’s tits" is the most successful in recent years. The kind of a beauty contest with an open vote. The participants weredemanded to send their topless pictures with their LJ nickname in frame. All this ought to be accompanied with a brief story about yourself. According to the voting results they determined the tits of the month and the tits of the year. The girls who wanted to increase their popularity in “LiveJournal" participated in the contest. In addition, the winners got prizes. The easiest way to use the contest for advertising was to place advertising messages inside the posts for a fee, and it was involved. But there were less obvious opportunities as advertising of the business contestants and sometimes contestants themselves. Besides, this method ischeaper as for one-timepositioning ofadvertising information in his blog Lebedevtakes charge of four thousand dollars.

Gift Shop Shtukatulka

Shtukatulka.com.ua is an online shop of unusual gifts conducted a low-budget but effective digital- campaign in December 2011. The account shtukatulkawas created for a company in LJ. Then they sent to the contest some topless photos of the magazine manager. All friends and acquaintances were asked to pass the post where the vote took place, and cast their votes for this candidate. In the end, she won the title of "The tits of the month" and was nominated for "The tits of the year". The girl took an active part in discussion of her charms not scorningto enter into polemics with trolls. Of course, the girl’s blog contains a description of the online goods and links to thesite,and beyond.So it becomes clear that it is the diary of a realperson.



As a result, the attendance of the online store increased by 6 times. Only in December 2011 there were more than 60,000 visits. The number of orders increased by 15 times, and their value went up by 20% on average. According to advertising agency AmVitamin, the number of orders would have been even greater, but the problem is that the store is Ukrainian (Ukraine and Russia make up almost single media space on the Internet), whilst the majority of potential customers are Russians.

KirGorshkov, NB director of AmVitamin: “In this project, everything shaped so lucky. Our client was ready to bold decisions, and we had all the necessary resources to complete the project, so we did not have to seek third-party contractors. Besides, the target audience of our clientwas also ready to provocative decisions and accepted the case with enthusiasm. As a result, the agency had a project easy and pleasant to work with,that brought real results to the client.”

Igor Scrubs,part-owner of shtukatulka.com.ua: “Frankly speaking I did not expect such effect and had a slightly skeptical attitude towards the idea. And, with hand on heart, I was afraid for the reputation of the store, after all, the project was quite bold. But when I saw the number of visits of my site and the number of orders, I said the guys:Thank you, let's continue working. Sometimes it is necessary to listen to what the experts say, and rely on their opinions and your own feelingin orderto realize the project that can give the effect and not to be "like others have".

It was not the only one and probably not even the first time when the competition was used to promote acompany, but one of the few, when the data about the effectiveness of advertising were tracked and published. Later Lebedev introduced a rule prohibiting the use of competition for advertising, but eventually almost all the contestants began to advertise something. Perhaps that is why the project was stopped.

Infemi

Here is another example of the user infemi–a blogger working for the sex shop. Here it is indicative that it was advertised not a brand in itself, but an account of the professional blogger working for the company. Unlike the common SMM-manager whose identity usually sticks to the shadows, infemi readily presents herself, talks about the family and domestic affairs, shares her impressions and experiences. All of this is interspersed with the stories about vibrators and other products of thesex industry that the owner of the blog experiences in her own case. The difference from the direct brand advertising is that a blogger can at any time change his job without losing his audience.

Operator of the selective advertising “Nightingale”

A big company which sponsored “Saturday tits”, has approached the question of advertising in the project more thoroughly. At the end of August 2009 the banners which led to the blog of Lebedev and offered the users to participate in the competition,were posted on the Internet.

Saturday is a perfect day to bare*!

Saturday is a perfect day to bare!

Bare yourself in a cosy little LJ!

*A word “bare” in the Russian translation has letters ЖЖ(LJ) in its root, which are the abbreviation of Live Journal.

The appearance of banners had not passed unobserved.They were discussed by the popularLJ bloggers, in particular Alex Eksler and Mr. Parker, some popular sites which write about the news in Runet, also paid attention to them.

A paid post appeared in Lebedev’s blog on 19 November, it was accompanied by some professionally made photosof a model and the text hinting that in Lebedev’s LJ there have notbeen such high-quality photoshithertoand there will not be in future.

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“Frankly speaking, your category is awful. And selective advertising will not help it unless you make the rules more severe. I think if you decided to exhibit your nipples in front of half a million of snoots so take the trouble, girl, to work on the presentation. You can show your tits in elegant and tasteful way even if they are not model ones.

I propose to raise the bar of Saturday tits to unseen height. Photographer - attaboy, stylist - sweetheart, cool camera, studio, lights and no Photoshop.Go ahead, country and admire! Get used to quality. After me gals will have some troubles, but what to do? Beauty must save the world, and besides this cosy LJ from the long-standing second place”. By "long-standing second place" she meant the position of Lebedevin the LJ rating of bloggers at that time.

A link in thepost led to the blog ofgnezdosolowya, which represented a news broadcast from the site of Nightingale Company, it also included news from around the world about interesting and unusual online advertising. There also was an entry describing a banner campaign that was focused on three audiencesegments: women in business, women at the wheel and bloggers.

"What problems did we manage to solve? First, two frames have managed to convey the essence of the advertising message. Secondly, everything is within the law: there is no visual and verbal naturalism, although the theme is quite spicy. Thirdly, it was possible to do without any brands. It was a request of the diary’s owner. LiveJournal requested nothing, but in any case they did without it.

The campaign is targeted, that means it was shown not to everyone but specially selected audience. Among the consumer segments of Nightingaletwo female oneswere chosen: business ladies and women motorists. Their advertising is tempting. The advertising also temptsbloggers to write something. They are also added to addressees."

“Open!”Studio

We finish the review by demonstration of unusual tits from design studio “Open”, that also decided to advertise itself, which caused the public to laugh.

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Best regards.

 

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About the Author

Ksenia Kuznetsova is the Editor of the Blog about Successful Marketing Strategies in Russia. She has been working at RMAA Group as a Assistent of Client Service Director since 2015. Ksenia has experience in planning and carrying out of advertising campaigns for foreign companies in Russia.

Author Ksenia Kuznetsova
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