Alpen Gold
New Year campaign

With integration of festive production of a brand


Develop a New Year digital activation that builds an emotional connection of Alpen Gold products as great gifts for acquaintances. Integrating the brand’s holiday products in the campaign.


Giving the New Year feeling and passing it along to friends, colleagues and acquaintances. For this purpose we have created a website, shot several videos (also involving top bloggers) and supported the project in social media.

  • Website
Users created chains of holiday greetings by selecting friends from «VK» and sending them virtual greeting cards. Friends were joining and passing the New Year feeling further and further along the chain.

  • Video
The characters made their own chain of greetings. The plot is based on the story that tells how you can bring joy to anyone and how easy it is.

  • Bloggers and celebrities
Videos with Regina Todorenko, Anna Khilkevich, Artyom Korolyov and Julia Baranovskaya in which they launched their own chains of greetings on the streets of Moscow.

  • SMM
Posts, stories, giveaways.
«VK» users paused the Gif greeting card, posted screenshots and tagged friends that they chose to greet.


8373 participants from across Russia.
2654 greeting chains created by users.
The longest chain consisted of 422 people.
200 000 website visitors.
1 874 580 video views on bloggers’ pages.

Exceeded the planned KPIx4 for conversion rate of creating and continuing a chain – plan: 1,2%; fact: 4,2%.

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