Description

Project duration: April 1, 2025 — present

Avito is Russia’s biggest classifieds platform with a broad userbase and a set of key business areas: Goods, Services, Work, Auto, Real Estate, and Travel. While a leader in reach and traffic, the brand faced a perception-level challenge: users did not perceive Avito as a single platform. They needed a unifying communication framework.

Meanwhile, the audience's expectations are shifting. Functional convenience is no more enough for users as the importance of tone of voice, trust, and sincerity increases. Platforms that can speak to their audience in their own language generate loyalty through meaning rather than through the product.

Every month, millions of small but meaningful stories are born on Avito: someone finds their dream job, gets their first puppy, or earns five stars for providing quality service. These stories are not fiction; they are real user experiences found in reviews, posts, and comments. It became the foundation of the creative PR concept.

Instead of coming up with slogans or brand messages, Avito gave the floor to users. The Good Stories campaign promoted those whom the platform helped change something. This was fundamentally different from most market cases.

The creative idea was based not on an advertising concept, but rather on the power of authenticity. User experiences became media content: they were used to create a mini-movie and provided cover stories for leading business publications, social media, and a series of Telegram posts. They became part of the product, as a "good story counter" appeared in the UI, highlighting five-star reviews.

A distinctive feature of the idea was its evolution: “Good Stories” grew into a collective communication. As part of the project, the “Good Stories Chat” was launched on Telegram, bringing together dozens of Russian brands that shared their own stories. This gave the idea both scale and a living continuity, turning the campaign into an open media movement that anyone could join.

As a result:
— 4 million views of the "Good Stories Start Like This!" mini-movie
— 400+ media publications: federal, business and lifestyle
—The campaign's media index exceeded 9,800
— 556 posts in Telegram channels with a total coverage of 100+ million
— Brand loyalty index reached +1 (maximum value in the model)
— 1,694,000 copies of branded newspapers
— Media (TV) Coverage 1+: 89%; Coverage 6+: 72%.
— The goodstories.ru landing page scored 4.6 million sessions and 4.4 million unique users.
— During the campaign, we observed a significant strengthening of the "Avito, a platform where good stories happen" image and strengthened the association of good stories with Avito
— The Good Stories Chat special project attracted 40 major Russian brands, publishing 233 posts and garnering 9,5 million views. For the first time, major brands have joined together in a Telegram chat to share their good stories.

Credits

Director of Public Relations and Communications: Uliana Smolskaya
Director of Brand and Marketing Communications: Evgenia Odintsova
Teams of the Press Office, Special Projects and Brand Communications Department, Reputation and Trust Division, Content and Client Risk Division, PR, Design, SMM, Client Risk, Marketing Communications, Brand and Creative, Product, HR, Internal Communications, GR, and Customer Service.