Take pictures of mothers
Video manifesto and activation for Agusha brand for Mother's Day
With the participation of celebrities and bloggers
Goal
Creation of a situational project in the brand’s social networks for Mother’s Day, which would have a great reach thanks to the support of top bloggers, and in which Instagram users will take part.
Implementation
If you look at the photo albums of moms on their phones, then for sure there will be many pictures of children, husband, relatives, but not themselves. We decided to turn the tide – encouraged moms to take pictures of themselves (or to be taken pictures of them) and share these moments on social networks. Project announcement was in all Agusha social networks, the main platform of the contest is Instagram.
In a short time we developed and executed a contest project – Take pictures of mothers. As a result of which 10 winners received «Agubox»: a mini-printer for a smartphone and a poster with ideas for photos.
For the project we created a video manifesto, and for the announcement we engaged celebrities (both moms and dads), top bloggers and opinion leaders with an average number of subscribers. So, more than 50 bloggers participated in the project.
Here are some examples of posts:
– Kseniya Borodina @borodylia
https://www.instagram.com/p/B5QFWIVIVJG
– Vlad Topalov @vladtopalovofficial
https://www.instagram.com/p/B5PXB2wlwNN
– @vika_moka https://www.instagram.com/p/B5PabyEAzZO
– @oksanita888 https://www.instagram.com/p/B5PowwCANr
All posts by the hashtag #Фотографируйте_мам (Take_pictures_of_mothers), Instagram.
Result
3 200 000 impressions of the main post about the project / contest @agusha_russia (Instagram, FB, OK, VK);
8 600 000 branded bloggers reach, Instagram;
10 900 000 bloggers accounts views, Instagram;
3,2% ER, opinion leaders (the average rate at the market is 0,5-1%);
3 000 UGC posts / contest participants.