Develop an image advertising campaign for cat owners during the gender holidays, which would help promote a wide range of food for pets.
Solution
Ecosystem project with a content hub about Kotopuncture.
«Kotopuncture» is a hedonistic science about the art of joint relaxation of a person and his cat,
expressed in an ironic combination of trendy oriental practices and the true nature of these pets — wisdom in the field of relaxation.
The key element of the campaign was the Kotopunktura.ru content hub on the SberMarket marketplace,
where you could find useful relaxation materials, as well as a product showcase with the opportunity to purchase Sheba products.
The platform also hosted a relaxation playlist from the editors of SberZvuk with thematic tracks for relaxation, and a special branded client profile appeared in the service itself.
The special project was accompanied by large-scale media support in digital and on Rambler&Co resources in the form of announcement banners that led users to the activation site.
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