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EFES
Organisation and conducting the first official yoga classes in Russia

RAN IN: Russia

CLIENT
Efes

AGENCY
SUMMARY

This year in April for brand Efes we were the first in Russia who has worked out such event as Beer Yoga. We conducted yoga classes and invited TV-channels, journalists from the most widely read media and popular bloggers.

CASE STUDY

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CASE VIDEO


Audience: Young urban consumers, 18-30, men (60%) and women (40%). They are university/college students or have graduated already and start to work. Income is middle, middle+. They don’t like the pressure they have in everyday work and they appreciate easiness, positive mood and active leisure. They like everything “foreign” and believe that it’s much better than Russian. They are fond of Western lifestyle and everything associated with it.

Objectives: Goal: In the conditions of the Dark Market and with a small budget to make a viral PR project with seeding news in mass media and social media. Key campaign KPI: The leading indicator of PR campaign effectiveness is PR Media Impressions (in key media, relevant bloggers and UGC).

Type: B2C

Language: English, Russian