1+1 - CINDERELLA IN UKRAINIAN FOR «1+1» MEDIA GROUP

Launch and support reality show «Queen of ball»

«1+1» media group – one a major holding in Ukraine to bring together more than 1000 workers. The structure of 1+1 media includes 7 television channels — 1+1, 2+2, TET, PLUSPLUS, 1+1 International, UNIAN TV and Bigudi, a group of news Internet-sites TCH.ua, information agency UNIAN and Glavred.

Agency worked with «TET» from April 2011 to June 2013. Timing campaign April – September 2011 year.

Goals and Objectives

Launch and support with the help of a campaign in social media for the «1+1» media group reality show portraying high school students becaming main characters of a school graduation party.
Develop a strategy of presence in social media.
Create an active audience.
Attract an audience to view the show

offline objective

1. Increase the visibility of the show.

2. Grow an audience of loyal viewers.

Target audience

Our agency needed to make a magic world for schoolgirls, in which Sinderella to turn into a princess and stands as a protagonist at  a school graduation party.

Primary audience is girls 16-18 years old, high school students and graduates.

Idea to communicate

Make a show in which girls from high school tell of the process to prepare for the evening festivitie and to support each other. There were 48 graduates from 12 schools in different regions of Ukraine.

We make a star out of each of them: stylists, makeup artists and hairdressers transformed «ugly duckling» into an amazing swan. All participants had albums in VK, and we told about each girl.

Followers drew their favorite participants and actively supported them. Regularly held competitions for the best drawings in groups and participants of the community created hundreds of fan artworks.

Results

28 000 participant of community VK

100 000 coverage an unique visitors

122 %, growth of visitors on site TET

110 000 usinger visit on site

3 000 comments on wall VK

1 show sell russian «Muz-TB»