Description

The communication of children products usually targeted on mommies. Because moms are considered to know what is best for the child. Therefore, children brands choose the whole mom thing media — TV-shows, sites, forums, social media publics, bloggers… As if all those people interested in other topics have no children. And Kinder used to be no exception.

Kinder Applaydu is an innovative product from Kinder. Toys used to be material. And now they have become virtual. And such an innovative product demanded an innovative solution to expand the reach of Kinder communication.

Therefore, we decided to launch a campaign in collaboration with bloggers who previously were inconceivable in baby brand advertising. A real auto blogger made a professional review of Dennis virtual car as a real car. Fitness trainer held a strength training with bold gorilla Michael. Fashion stylist gave wardrobe tips together with fancy zebra Debora. And, of course, all bloggers spoke about the app uniqueness.

The subscribers of these bloggers didn’t expect to see kid’s content on the adult blog and joined the game. As a result, we reached over 160 000 unique users which Kinder didn’t target before and got over 8 000 reactions on the campaign. And Kazakhstan entered the ranking of the top countries by downloading the app for the first time.


Credits

Managing Director: Yuliya Tushina
Executive Creative Director: Yevgeniy Kostylev
Creative Group Head: Renata Muratova
Creative Group Head: Denis Babkov
Copywriter: Timofey Pozdeyev
Art-Director: Sanzhar Kozzhanov
Art-Director: Diana Korchevskaya
Designer: Ilona Kupreichuk
Designer: Omi Makarenko
SMM-Manager: Madina Madiyarova
Client Service Director: Anna Kostyleva
Account Director: Mariya Firer
Account Manager: Asya Tynystanova