According to Ipsos Comcon, 68% of primary school pupils in Russia use the Internet. They play games (78%), watch videos and do homework research. YouTube is the most popular site for videos. 72% of parents retain control over the use of the Internet and want children to obtain more useful knowledge.

We connected the interests of children and parents, and developed a mobile application to view educational videos in augmented reality. For a start, we chose the right time – the beginning of the school year. At the same time, not only the brand packaging, but also school textbooks became markers for the reproduction of content.

Business insight – we changed the packaging for the launch of the augmented reality application.

Brand insight - useful snack for children can be taken to school.

Consumer insight – during the snack, the child can use the gadget and gain new knowledge.

For effective implementation of the campaign, an eco-system was developed:

- Own digital channels (site, groups on social networks) with teasers and links for downloading the mobile application.

- Own offline channels (product packaging, point of sale). Due to the wide distribution, there were no problems with finding the product. The packaging also featured promotion mechanics and a QR code to download the application.

- External digital channels (opinion leaders, promo posts, search engine optimization in mobile markets). Opinion leaders told moms and junior school pupils about the product and promotion, and search engine optimization increased conversion from the transition to the Google Play and App Store before installation of the application.

- External offline channels (partner networks, themed events). Partner stores played the animation directly on product catalogs. At the “Children on Asphalt” children’s festival in Moscow, we created a branded zone, which was followed by media publications.

All KPI's were exceeded:

- Number of installations – more than 400,000

- Average number of scanned packages – 6

- Number of branded content replays – >2.2 million

- Average time spent in the application – 2:07 minutes

- Opinion leaders placement – 11 channels covering 9,500,000 unique users

- Mass-media placement – 14 editions covering 20,400,000 contacts

Every 10th user shared content on social networks.

According to IPSOS Comcon research conducted in September, there was a jump in a number of key metrics while implementing the promotional campaign.

• The indicator of brand perception as a product of high quality increased by 4.1 points (21.6% in June and 25.7% in September).

• The “Popular among children” indicator increased by 4 points (20.9% in June and 24.9% in September).

The indicator “Considered better than other children’s brands” increased by 3.9 points (from 13.8% in June to 17.7% in September).