Influencer Marketing for «MegaFon»

Period: 27-29 May, 6-10 June, 26-29 June 2019

Geography: European part of Russia (Kirov, Volgorechensk), Sakhalin Island (Yuzhno-Sakhalinsk).

Social Media: VKontakte, Instagram.

About product

Particularities of a tariff plan:

• 23 GB of high-speed internet monthly.
• 100% cashback for new clients the first month, 20% – for clients of the company.
• Unlimited traffic on MegaFon TV.
• Unlimited calls to the phone numbers MegaFon throughout Russia.
• 1 book monthly from the library «LitRes» and antivirus application for free.

Purpose and objectives of the project

The main goal: promotion of tariff plan “Join! Choose!” at the festival «City Day» in Kirov, Yuzhno-Sakhalinsk, Volgorechensk.

Secondary goals:

• Attract potential subscribers.
• Increase mobile phone operator awareness.
• Increase loyalty of clients of “MegaFon».
• Talk about high-speed Internet.

To achieve these goals, specialists of Clever marketing set the following goals:

1. Find popular bloggers close to target audience to spread information.
2. Come up with advertising posts (visualization, text), contests.
3. Adapt video to communities of cities, Stories of bloggers.
4. Summarize the results of the promo campaign.

We were supposed to involve a blogger from the cities with the maximum number of subscribers, negotiate with him and monitor his work.

Realization

First of all, our specialists came up with contests on social networks, developed texts and visual design of announcements. It was decided to use simple mechanics to attract a larger audience. Subscribers were asked to write a comment about what they do more often on their smartphones. The second option (for Kirov) – how fast citizens of Kirov “fly” in the network thanks to the high-speed Internet from “MegaFon”. The winner would receive a prize that would be awarded on the city Day.

At the same time, we were looking for bloggers.

Preparation

The main criteria for selecting administrators’ city communities are:

1. Location.
2. Maximum proximity to the target audience (active youth 16-25 years old).
3. A maximum number of active subscribers.

We were checking accounts and negotiating.

Implementation

Blog authors placed advertising posts on their pages and announced contests of comments/reposts. Announcements were published in local communities and Stories.

Steps of video placement for three cities:

• Announcement of the competition, prize.
• Announcement of results.

In Volgorechensk, the winner was invited to City Day to receive a prize.

Results

During 3 days of our work, we received good results. The total reach was:

• Volgorechensk: 30,000.
• Kirov: 200,000.
• Yuzhno-Sakhalinsk: 60,000.

A lot of people found out about the tariff plan. Mobile phone operator “MegaFon” became closer to people and strengthened its position in the market of mobile communication services. Our client had more subscribers.

The customer was satisfied with the work of Clever marketing.

When specialists are engaged in promotion, they attract a large number of customers and help to increase sales.