Influencer Marketing in Russia

Influencer Marketing is a way to promote products and services through opinion leaders.

Many companies in Russia focus on this tool, because of the opportunity to reach out to the target audience.

Bloggers today are those people who are trusted in the media. They are listened to and their recommendations are followed.

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Our work approach

Blogger

We select a blogger and an audience. We select bloggers not on the basis of coverage and the number of subscribers, but based on the number of useful contacts that are maximally relevant for your target audience. We analyze the involvement of users, how often they comment and keep records. We analyze the blogger himself, how long he has keept his blog, how often he posts, and what are the dynamics of his project's growth.

Formats of cooperation with bloggers. We offer a wide range of interaction with bloggers: - Direct purchase of advertising - Native advertising - Carrying out of shares - Invitation to your company's events - Testing your product - Blog tours.

Cooperation
Tools

We know the features. We have our own control system. We severely weed out those who are engaged in cheating, who do not comply with the terms of the contract, who delay the deadline. We select only verified bloggers who showed results on other projects.

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Statistics of Influencer platforms in Russia

Activity of the audience

Activity of the audience

Russian Social Networks

Russian Social Networks

Age

Age

Gender

Gender

Who do we work with? Find yourself.

There are many Travel bloggers in Russia. To promote your travel brand effectively, it is important to identify clearly the target audience and the corresponding opinion leaders.

Family travel bloggers create content based on certain values, for example, promoting joint travels with children, accordingly, they attract to themselves to a family audience. Livestyle travel bloggers in Russia, on the other hand, promote the idea of free and courageous recreation, attracting an audience that likes unencumbered recreation. We will make for your travel brand the most optimal strategy of interaction with the opinion leaders in the Russian market.

The most popular sites for Travel bloggers are:

  • Livejournal
  • Instagram

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Gamers in Russia, as well as in other countries, spend time on various sites. In Russia, the sites gamers frequent are: VK and Instagram, Youtube and Twitch.

A game is streamed and its audience is gamers who like watching such games. Someone will stream reviews of games to an audience which likes to find out what novelties are coming out in the world of games. Based on our data about opinion leaders, we understand the formats that the Russian audience prefers, and we can develop the most appropriate promotion strategy for your game.

The most popular sites for gamers in Russia have been stated above:

  • Youtube
  • Twitch

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Influencer marketing is an effective way of putting FMCG brand front of mind on social media in Russia, encouraging brand recognition and aligning your brand to attainable, lifestyle-based product placement posts by influencers with an engaged Russian audience. The key objectives of the brand’s influencer marketing activity are to drive mass awareness of the brand, highlight the connection of the brand to personal indulgence.

The most relevant social media platforms in Russia for FMCG brands:

  • Facebook
  • Instagram
  • Youtube
  • VK.ru
  • OK.ru

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Are you looking for effective ways to promote your mobile application? Displaying your application in the Apple Store and Google Play will augment the recommendations of authoritative bloggers of the industry. So, for example, Signal messenger became very popular in Russia in an instant immediately after Edward Snowden said that he trusts Signal with his most important personal communications. After that, the messenger became more popular among the audience which trusts Snowden and cares about the safety of communication on the Internet.

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The RMAA Group is actively developing partnerships with marketing and advertising agencies around the world. We strive to find the best solutions for the clients of our marketing partners. We provide not just lists of influencers, but we also write justifications for choosing bloggers. We make a full-scale digital marketing strategy for promotion in the Russian market. We will be happy to cooperate with your agency and become your partner in the Russian and CIS markets.

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Our services for working with Russian opinion leaders
Reputation management

Reputation management
in social networks

Series and shows

Integration of brands into thematic programs, entertainment shows and internet series

Reputation management

Creation and development of
video images of brands

Communication

Creation communication projects
with the participation of bloggers

Product placement

Product placement
in blogs

Case study for Lotte and its Pepero Game promotion campaign in Russia

Client: Lotte Confectionery manufactures and sells various confectionery products in South Korea and internationally. It offers chewing gums, chocolates, biscuits, ice-creams, pies, snacks, candies, and breads. The company is based in Seoul, South Korea.

Marketing challenges for «Pepero» sticks in Russia:

  • Build brand awareness;
  • Attract audience to the product;
  • Educate the audience in Russia about popular Korean game – Pepero Game.

Solution: Encouragement of people to participate in #Peperogameru contest. This is a game where a couple eats a Pepero sweet stick from both ends and finally kisses. Popular bloggers and Internet celebrities took part in #Peperogameru and appealed to their subscribers to join the game.

Results:

  • 5544 FOLLOWERS
  • 248 PARTICIPANTS
  • MORE THAN 5'000'000 LIKES
Learn more details about Pepero campaign

Discower how we did it!
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Case study: The promotion of a German online game in Russia

Client: Bigpoint GmbH is a German video game developer. The company develops stand-alone browser-based games as well as social network games. Bigpoint also runs a gaming portal website with a number of browser-based massively multiplayer online role playing games it has produced and has over 200 million registered users.

Marketing challenges for «DRAKENSANG» online game in Russia:

  • To attract a new audience to the product DRAKENSANG, by using new channels of promotion which had not been used before.
  • The Browser Game DRAKENSANG has been known to Russian gamers for quite a long time, so RMAA Group`s task was to increase brand awareness and build loyalty of current gamers from Russia.

Solution: Organize a competition between popular Russian bloggers and launch viral marketing campaign. As the basis of the viral campaign we took so-called “let`s play” videos.

To create videos we employed popular Runet video bloggers: presenter of the popular show “I Like” and video blogger Sam Nickel (the man who touched thousands of breasts in the video with Vladimir Putin). The idea was to organize a battle between popular Runet video bloggers to determine the best “let`s play” maker.

Results:

The total number of views of all five video was more than 1.5 million

Learn more details about the campaign

Discower how we did it!
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Client testimonial:

RMAA Group has been a greatly partner for our campaign.
Our collaboration with RMAA Group has allowed us to enter new territories and collect a lot of valuable intelligence on new marketing channels and attracting new audiences. RMAA Group`s team has been a greatly partner for our campaign and we look forward to working with them again.

Thyge Backenin
Media Marketing Manager, Bigpoint GmbH

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RMAA Group has offices in three Russian cities: Moscow, Khabarovsk and Vladivostok.

Moscow city

Moscow

RMAA Group Moscow

123100, Russia

Moscow, Presnenskaya nab., 12

Federation East Tower

Phone:

+7 (495) 818-96-58

Khabarovsk city

Khabarovsk

RMAA Group Headquarters

680030, Russia

Khabarovsk, Gamarnika street, 72

Phone:

+7 (4212) 619065

Vladivostok city

Vladivostok

RMAA Group Vladivostok

690091, Russia

Vladivostok, Aleutskaya, 17

Phone:

+7 (423) 202-27-53

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