WHAT HAVE WE DONE?

We segmented the target audience of the brand into the category of people aged 30+ who lead an active lifestyle and follow modern trends in ecology and care for the environment.

We analyzed the target audience

The strategy was based on the concerns of a modern urban dweller: loneliness
in a big city, the accelerating pace of life, the future of man and humanity, the problems of choice and responsibility, as well as emotional and physical energy and pleasure in the moment.

Developed a content strategy

The references of the visual concept were advertising campaigns of premium brands: magazine shooting, stylish images and jewelry, professional models, luxurious scenery.

References, studios, models, make-up artists, photographers, videographers - we did everything on a turnkey basis and with love :)

Created and posted content

One of the most popular formats today is Reels short videos. We know about this, so we decided to prepare our own publications together with bloggers. We selected seven bloggers who, on a barter basis, filmed a video of their morning routine and native integration of a useful habit - drinking water - for the Legend of Baikal account.

Interacted with bloggers

The total reach on Instagram from August 27 to August 31, 2021 was 1550 users.

Many famous writers have described the beauty of the great lake. We took six outstanding quotes, played them in a magazine layout and shared them with our subscribers.

"Baikal in the words of the classics"

The values ​​of Legend of Baikal are based on five basic principles that have already become a lifestyle for brand friends. But in the same concepts everyone puts something of their own. So we decided to ask consumers what each principle means to them.

"Values ​​of the Legend of Baikal"

LAUNCHED SPECIAL PROJECTS

As part of a special project, we invited five bloggers from Irkutsk on a tour of the Legend Of Baikal factory, after which they shared their impressions in their accounts.

We sent bloggers on a factory tour

We integrated the Legend of Baikal into the Around Baikal in 55 Days travel show, and after the release of the final series, we raffled off branded watches.

Legend of Baikal also became the general partner of Timur Agzamov's YouTube show "Timur and his plates". As part of the integration, 10 video recipes and a bonus interview with product placement were released.

Integrated
in a YouTube show

In addition to the fact that we worked out partner events online every month, we went to the Moscow Heat 2021 squash tournament, made a series of stories with a report from the event and prepared a post with a photo report.

Accompanied partner events

We developed the concepts, determined the incentives for participation and the composition of the jury, launched the competition, promoted and supported it. And, of course, the winners were determined.
Each contest post was targeted, and thanks to the contest mechanics, organic reach was also created.

Conducted competitions

The total coverage of publications by bloggers amounted to 100 thousand users, provided more than 800 transitions to the brand account and more than 100 reactions/responses to branded content.

The release of each video was announced in the Legend of Baikal Instagram account and in Timur's account. Total coverage of publications
on the blogger's Instagram has exceeded 200 thousand users.

On average, we spent five thousand rubles on regional advertising in the Krasnodar Territory and received coverage of about 30 thousand users.