Task

In the fall of 2020, Globino launched a new brand – “Nyamski” sausages. Simply putting the product on supermarket shelves was not enough – in order for as many gourmets as possible to learn about “Nyamski”, it was necessary to stimulate dialogue around the brand and create a large-scale info drive.

So, we were faced with the task – to increase the recognizability of the “Nyamski” and make them people about them at every step. To do this, it was necessary to develop a modern solution and attract channels that have not previously been used by the brand.

Solution

We decided that consumers should literally talk about “Nyamski”, and for this together with “Globino” we developed a challenge “How many “Nyamski” do you have in you?”. To do this, we have created a special Instagram mask. To take part in the challenge, the user had to apply a mask and record a video, repeating the word “Nyamski” as many times as possible for ten seconds. Users had to publish the obtained result in their own pages – with the mark of the official page of Globino and the hashtag #НямскіНямскіНямскі. This created the effect of “sundress radio” – the brand was talked about often, a lot and fun.

To make the challenge interesting for potential participants, Globyno raffled off gifts among them: 10 monthly stocks of “Nyamski” every week, 10 sets for bloggers and Iphone 12. We didn’t limit ourselves to this: Youtube, which also communicated the brand name and challenge.

Result

• Thanks to the campaign "How many “Nyamski” do you have in you?" we created a new, modern, fun image of the brand and increased recognition. During the challenge, we achieved a conversion of 20%: 200,000 users saw information about the challenge, and 25,000 downloaded the mask at least once. In total, more than 2,000 users took part in the challenge, and the total coverage of videos on Youtube reached 4.5 million views! In addition, thanks to the challenge, the brand transferred to the charity fund "Everyone can" a tranche of UAH 5 per use.