March 10, 2022
TV
Digital
Share:
A case study by Friday and Stoloto: How to improve sales and brand trust with Shoppable TV
The team of the Gazprom-Media Sales House and the Friday TV channel, together with the Stoloto brand, the largest state lottery distributor, held a New Year’s Eve campaign using the Shoppable TV mechanics. The viewers used QR codes shown in promo videos to install the Stoloto mobile app and bought lottery tickets to win trips and branded prizes.
Tasks
- Attract a new young audience to the category
- Motivate the new audience to buy tickets for Russian Lotto’s New Year’s draw
The Stoloto brand requested that the Gazprom-Media Sales House team hold an advertising campaign for one of the most important lottery draws of the year: the New Year’s Billion from Russian Lotto. To attract a young audience to the Stoloto mobile app and increase sales of the release, the Friday TV channel suggested the use of Shoppable TV tools directed at the target action and purchase.
The campaign’s main advantage was the engaged audience of the Friday TV channel. It is quire aware of non-standard mechanisms and interactive approaches, which are part of the channel’s marketing strategy and are regularly implemented on-air and in digital media. Viewers react positively to promotional activities, trusting the brands with which Friday cooperates, and are always waiting for new activities.
Mechanics
To draw the attention of the new audience to Russian Lotto’s New Year’s draw, stars of TV channel such as Timur Rodriguez and Marina Fedunkiv were invited. They announced the campaign in the creative materials prepared for the special project.
TV stories were broadcast from December 1 to December 21, 2021. Timur Rodriguez and Marina Fedunkiv invited the audience to take part in the Stoloto campaign in a celebratory atmosphere. The TV channel also launched a bright promo video, in which Timur and Marina demonstrated how their family life could change after winning the lottery.
At the end of each video, the stars suggested scanning the QR code on the screen and purchasing a ticket for New Year’s Billion to get a chance to win a New Year’s trip from Russian Lotto and Friday.
After scanning the QR code on the screen, users went to the landing page of the special project, where they could familiarize themselves with the rules of the promotion and the valuable prizes from Russian Lotto and the channel. To participate, users had to install the Stoloto mobile application and purchase lottery tickets for Russian Lotto’s New Year’s draw in the app.
An additional drawing for 30 trips and 30 branded gifts from Friday and Russian Lotto was held live by Marina Fedunkiv and Timur Rodriguez in the channel’s official VKontakte community.
Throughout the project, the Stoloto brand reminded participants of the additional draw and final stream through electronic mailing and push notifications in the mobile application.
We set ourselves the task of attracting new and young players to the category. This segment of consumers features a high spending level and a good retention rate, but the category is experiencing difficulties with attracting them. We needed a tool to solve this problem quickly and efficiently.
This case is an example of the effectiveness of an approach in which the client accurately conveys a correctly formulated insight and trusts the creative team with complete freedom to transform it into creative material. We managed to integrate the client into our universe as much as possible in order to motivate viewers to buy.
Shoppable TV is a promising segment of the advertising market for increasing brand sales. The team of the Sales House and Friday successfully applied and implemented this technology, leading the viewer to purchase and bypassing other stages of the sales funnel. We have achieved high KPIs thanks to the high attraction of the Friday audience, the creative talent of the channel’s marketing team, the involvement of popular blogger hosts, and the use of Shoppable TV format.
Result
The creative approach of the project teams and the effective Shoppable TV technologies which are successfully used by the Friday TV channel drew the interest of the young audience and led to a significant increase in sales. The campaign attracted thousands of new players, with an average age of 28. The advertising campaign’s ROI was 225%.
Do you want to advertise?
Send us a message right now, and our managers will get back to you right away!
What type of advertising are you after?