Rusagro. Development of positioning and a communication campaign
For the first time in Russia we created positioning and held a huge communication campaign for such a basic product as sugar
To position all the four sugar brands in portfolio. To develop a communication campaign for the brand "Russian Sugar".
Positioning "Family stories", developed for the "Russian Sugar" brand, led to the idea of gathering stories from Russian families and sharing them. To do this we launched a campaign "Share your family story". Several groups of cameramen-interviewers fanned out across the country in an expedition, sent us video materials, we edited videos and uploaded them to our groups in social networks.
Scope of the campaign 28 100 000 Content views 98 300 000 Engagement Rate 167% Sales + 61%