ONLINE / OFFLINE PHOTO ALBUM by Apollo, Atomic Advertising Agency for Johnson's Baby

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ONLINE / OFFLINE PHOTO ALBUM

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Industry Hygiene & Personal Care Products
Media Promo & PR
Market Russia
Agency Apollo
Creative Director Vitaly Kharitonov
Agency Atomic Advertising Agency
Released April 2013

Credits & Description

Advertiser: JOHNSON&JOHNSON RUSSIA
Agency: APOLLO PROJECT, ATOMIC ADVERTISING AGENCY
Category: Best Online Advertising in a Promotional Campaign
Advertising campaign: ONLINE / OFFLINE PHOTO ALBUM
Executive Director: Aleksey Nizovskih (Apollo Project)
Brand-Manager Baby Care: Janetta Ekhoyan (Johnson & Johnson Consumer Russia)
Creative Director: Vitaly Kharitonov (Atomic)
New Business Director: Alex Karelov (Atomic)
Account Director: Olga Mazurenko (Atomic)
Account Manager: Lera Marunenko (Atomic)

Outcome
The prize was highly demanded across the country. The promo campaign with minimal media support lasted for five months, from August 1st, 2012.There were over 311,000 unique visitors to the site. Over 36,000 albums were printed. Over 13,000 albums was shared in social networks and total, they got more than 5m likes. Over 1.3m photos were uploaded.

Relevancy
Photo album was interesting only for target audience of Johnson’s Baby. The prize was extraordinary and highly demanded across the country. Mechanics of promo was simple and friendly. More than 80% of participants joined the promo after being inspired by examples of albums shared in social networks.

Client Brief Or Objective
Russia is an emerging market country with enormous possibilities. In this growing market, there is intense competition among consumer goods companies. Consumers already have been spoiled with quantity and variety of different promotions. The response rate in such activities decreases with every year. Our assignment was to create a consumer promo with a high response rate using prizes linked to Johnson’s Baby products.

Implementation
Since most families have a tradition of taking children's pictures and putting them into albums, we decided to create photo albums as a gift with 5 purchases. Each consumer was able to create a personalised album online. When a consumer bought Johnson's Baby products and registered enough codes, he or she could send their album to a real printing house, and receive it by post. There was also an online competition for the best album, the winner of which had to get more likes in social networks. The winners received a year's supply of Johnson’s Baby products.