Ideas that
work

In a declining market, Avito Auto faced the challenge of reigniting excitement and interest in the car-buying process—to retain its audience’s attention and maintain a steady flow of leads during the off-season without increasing media budgets.

We built a special project around a collaboration with Xzibit, host of the cult show “Pimp my Ride,” and adapted the familiar format for an interactive environment. Xzibit chose a “Volga” on Avito; users voted on modifications to the car, influencing the tuning process, while Dima Gordei customized the car and shared updates. At the same time, a user-generated content (UGC) feature was integrated into the platform: users shared personal stories related to cars.

Yappy is a platform for discovering and creating vertical videos. We created a brand film built around a simple idea: you can find everything that interests you on Yappy.

Beeline has set itself the goal not only of protecting subscribers from scammers but also of becoming a communications leader on the topic of security by drawing attention to the “My Security” service.

Together with blogger and journalist Sasha Sulim, we created a special episode on phone scams. The episode featured three women—real victims of fraud, a psychologist, and Beeline’s director of fraud management.

The project reached 24 million people, and the brand’s security perception increased by 5.2 percentage points. The women’s stories resonated with viewers, who organized a fundraiser to help one of the victims.

MTS Travel became the official travel partner of FC Spartak Moscow and needed a standout project that would bring the partnership to life, maximize reach, and boost brand awareness. We found the cutest, fluffiest Spartak fan and created a mini-series with him on social media. This allowed the brand to stand out amid the numerous advertising messages in the travel booking sector and created an interesting news hook for the media.

Despite the brand’s low communication activity during this period and budget constraints, we drew attention to MTS Travel and achieved a reach of nearly 7 million. Earned media metrics outperformed paid media, resulting in a significant reduction in cost per view (CPV).