Collaborations with media brands as a sales growth driver for retailers and manufacturers

Companies in Russia’s goods and services market are finding it increasingly difficult to compete for consumers’ attention. Intense competition among manufacturers has led to expanded product assortments. At the same time, an abundance of product offerings has made consumers more selective and demanding. To attract and retain customers, brands are no longer focusing solely on the benefits but also working with a more subtle factor: human emotions. How exactly does this work? Eduard Ayrapetyan, Managing Director of Licensing at GPM Ads (the Gazprom-Media Holding sales house), explains.

In their efforts to create a positive user experience, retailers and manufacturers are focusing on consumer motivations and seeking tools at the intersection of audience interests and the entertainment industry. Russian companies are increasingly launching limited-edition product lines inspired by TV series, films, and shows, using character images in their promotional campaigns, and addressing business challenges through brand collaborations. This approach looks particularly promising in light of shifting consumer preferences.

According to the Trend Vision 2024 review, positive emotions are becoming increasingly important to consumers. Search query data shows that empathy generates more interest than savings: promotions and discounts are searched for less frequently today than four years ago. 38% of respondents are willing to spend more money on brands that demonstrate care and support.

Audiences also respond positively to branding that incorporates elements of Russian cultural identity, including local references. As many as 73% of respondents appreciate the use of national cultural symbols in designs, advertisements, brand names, and packaging. Meanwhile, 52% want to see more of these symbols.

This trend is reflected in media consumption as well. According to RusIndex data from Ipsos Research Company, 59% of TV viewers prefer Russian TV series. This trend could serve as a starting point for collaborative projects with domestic media brands. For businesses, this represents an opportunity to find a special approach in developing advertising campaigns rooted in contemporary consumer preferences and motivations. Communicating with consumers through the entertainment industry enables brands to engage with audiences on a deeper, emotional level, one that goes beyond offering a competitive price.

According to a study by Gazprom-Media Holding and the National Student Project “Your Move,” of all film and TV genres, 58% of young respondents prefer comedies. Humorous content helps people relax and escape everyday pressures. Light-hearted stories immerse audiences in a comfortable, familiar universe where viewers can easily recognize themselves. Given the increased demand for domestic content, collaborations with Russian comedy media products are likely to have a positive impact on consumer interest and key business metrics.

52% of respondents say they like advertising that evokes strong emotions. And when those emotions are positive, brands gain an advantage in the form of greater audience loyalty. In the media landscape, entertainment shows often serve as a source of vivid impressions. Collaborations with such projects allow brands to stay aligned with consumer sentiment and extend interaction with content: Audiences can engage with their favorite TV projects not only online, but also offline through branded products.

Today’s consumers are looking for more than just a product—they want value and a “priceless experience.” A “priceless experience” is a new marketing approach aimed at retaining and growing a loyal audience. Positive emotions, additional personal benefits, and interactive engagement are what customers increasingly expect from purchases. According to research, 59% of respondents view collaboration as a means of obtaining unique products or services. This underscores the importance of empathy-driven communication, which fosters a deeper understanding of audience needs and facilitates the development of more personalized products and associated mechanics.

The popularity of entertainment TV content, gamification, marketing support, high-affinity reach, ready-made storytelling, and a broad set of creative assets form a foundation for effective integration of collaborations into advertising campaigns. The success of such integrations is confirmed by tangible growth in key business metrics.

A national real estate agency Etagi launched a 360° licensing promo in collaboration with the TNT sitcom “SashaTanya.” The main characters from the show became the faces of the campaign, appearing in TV commercials, radio integrations, print materials, outdoor ads, digital ads, and social media posts. Using a pattern typical of the average Russian family, the brand attracted an audience that shares the same values as Sasha and Tanya. Consequently, the number of completed deals increased by 19.6% over two months1.

The potato chip brand Moskovskiy Kartofel partnered with Match TV to release a series of co-branded packages. This later served as the basis for a large-scale campaign featuring elements of competition across television, digital channels, and retail channels. Soccer fans could scan QR codes inside the packages to ask star players questions and choose commentators for key matches. As a result of the collaboration, the brand’s sales increased by 42% in the spring flight and 33% in the fall flight2.

Synergy with well-known media brands captures consumer attention and evokes direct associations with popular shows and beloved characters. Ultimately, collaborations with popular TV projects can deliver the positive experience audiences increasingly seek today.

1 Data based on internal research by Etagi.

2 Data based on internal research by Moskovskiy Kartofel.