Audience: We determine two types of target audience for the brand: 1) Key - Russian mothers aged 30 to 45 years with children of primary school age, income level: average, above average. They want to support their children and help them to cope with an increasing study load at school and after classes, because children spend most of their day away from their mothers. 2) Secondary - their children aged 6 to 11 years. They have just started school and are already burdened with numerous classes and tasks. It may become a real challenge for children; therefore, they need their mothers support more than ever.

Objectives: The major goal refers to category C "Perception/Attitude": brand image strengthening in accordance with key performance indicators below. We view commercial performance indicators (i.e. increased product consumption) as an actual confirmation of changes in the target audiences attitude towards the brand. We knew that one short-term campaign was unlikely to bring significant attitude changes, but we expected to lay the foundation for an emotional platform used for further long-term interaction with mothers. He set the following goals for key KPI changes: Unique brand (+3 pp); Think better of this brand than of other kids brands (+4 pp); My favorite brand of kids products (+3 pp); Brand for schoolers (+5 pp); Market share for key categories (Drinkable Yougurts +3 pp YTD, Aromatic Milk + 3 pp YTD); Consumption of the brand products (+5 pp). In addition, we had ambitious plans for the campaigns coverage: introducing new communication channels, including Viber, a popular messenger among children and mothers, was supposed to bring the following results: the total number of contacts at least 2 million the number of active contacts with the branded content at least 500,000 at least 1000 works in the creativity contest * estimation of key KPI was based on analytical reports provided by IPSOS Comcon.

Type: B2C

Language: English, Russian