Agency: e:mg
Country: Russia

Summary statement

The New Year period is one traditionally filled with special offers from brands offering presents, special packaging and discounts. But during this period Barni's promotional budget is restricted and Barni has experienced a significant drop in sales while leading brands in the category 'gifts for kids' have been boosting their budgets and have had an increase in sales. Barni has set itself the long-term strategic goal to appeal to a very specific target audience - 3-8 y.o. kids during Christmas, more specifically, the winter-holiday period and thus to become an integral part of Christmas for children. On New Year's Eve children receive too many gifts but don't have the chance to give presents to their loved ones. The campaign Barni's New Year Workshop inspires and helps children make their own New Year gifts by hand by themselves all around the Russian Federation. Part of an integrated marketing campaign, Barni's New Year Workshop was realized using several communication touch points and reached an impressive scale: Promo packages with Barni's New Year Workshop design in retail shops, workshops in 14 MEGA trade centers in Moscow and key regions in Russia, online lessons on its website and on social networks. As a result of this campaign, we achieved a 24% increase in sales in comparison to the same period last year, and a 3.3% increase in market share.

Campaign strategy