INSTAGRAM MASK INSTEAD OF PRODUCT PLACEMENT
Клиент
Carlsberg Kazakhstan
Рабочая группа
BUZZON AGENCY TEAM:
Raim Dadybayev - strategy
Bolat Elmuratov - creative & copywrite
Kirill Malcev - art direction
Nikolay Petrov - project management
Roman Mokrov - motion design
Sabina Zhumali - account manager
Arailym Dospanova - SMM
CARLSBERG KAZAKHSTAN TEAM:
Assel Turarbek
Alexey Nikitenko
Задача
CONTEXT: Flash Up Energy Drink has low brand awareness & low market share. In 2019 the brand updated the can’s design, but other stronger brands (Monster, Gorilla, Dizzy, ZEnergy &, etc. Red Bull has own shelf in stores so it's not considered in this case) are still «light green color on black». As a result, we had a small shelf’s share with similar-color competitive brands.
GOAL: build the brand’s awareness & visual element recognition among the young audience.
OBJECTIVE: communicate the can's new design to the youth who don’t watch TV and skips online advertising & bored with branded content.
INSIGHT: Young people do not like ads, but they love something new from local influencers.
SOLUTION: we created branded Instagram masks/effects. But since the audience will try on the mask of a little-known brand without much desire, we used the masks of the famous Instagram-viners @nagimuwaa and @TerriTima. Despite the technical limitations in the size of the mask (4mb) and the ban on brands logos, we managed to combine recognizable influencer’s attributes with Flash Up branding. Our influencers invited users to post our masks in their stories through funny vines with the brand idea - daily victories.
RESULTS: in 2 month we showed FlashUp’s name & visual element 11,5M+ times(contacts) covering 3,36M+ users with 29K+ UGC in stories & 2K+ users marked their story with hashtag #флешапнись & mention @FlashUp_kz so the Instagram page grew up to 2K+ flowers. We got almost 3M contacts for free (media value).
You can try masks by subscribing to @territima (https://www.instagram.com/territima/?hl=ru) and @portfolio_5 (https://www.instagram.com/portfolio_5/) on Instagram. Masks with Flash Up branding will appear in your story effects. Also, you can see the masks on https://www.instagram.com/flashup.kz/
