Description

On the eve of New Year’s, we unveiled “Ho-ho-ndoms”—winter covers for men, created as an alternative to long johns. It’s a real product, but produced in a very limited run. You can’t buy them, but you can win them via the brand’s social accounts or place a pre-order if we launch mass production.

Thanks to an unconventional creative idea and a launch strategy timed to the last Friday of 2024, we generated broad attention to the brand with zero media spend: hundreds of viral publications in the media and social networks, multi-million reach, and incremental sales.

In total, we secured thousands of viral publications with multi-million reach, drew attention to the brand, and increased condom sales by 4%.

Spent on promotion: 0 rubles.

Project period: 27.12.24 - 06.01.25

Credits

VIZIT (Client)
Digital Director: Maksim Naumov
Commercial Director: Vyacheslav Bubyrenko
Marketing Director: Igor Klimanov

Panda Digital (Agency)
Creative Director: Andrey Parshenin
Account Group Head: Diana Gordeeva
Account Manager: Yulia Lisinova
Senior Strategist: Andranik Pashinyan
Editor-in-Chief: Daria Ponomareva
Editor: Anastasia Bunina
Senior Designer: Oksana Tkachenko
Designer: Alexander Dereka
Head of Community Management: Ruslan Poryadny
Creative Community Manager: Vlad Lazarev