Gazprom-Media Sales House created exclusive sticker packs for VKontakte

New stickers for the social network were inspired by popular TV projects and broadcast hits of the holding

The digital world has become another realm where licensed franchises have taken shape and found their audience. This is a good example of licensing going beyond the standard strategy of promoting solely through offline products. Stickers for the “New Tomboys (Novye Patsanki)” show on the Friday! TV channel and the adult animated series “Suspicious Owl” on the 2x2 TV channel have already been released. The sticker packs are available in the Vkontakte sticker store.

Eduard Ayrapetyan

Managing Director of Licensing at Gazprom-Media Sales House

Entering a new niche should be regarded as one of the significant elements in the consistent process of building a franchise. Today, each brand has its own ecosystem focused on an audience with its own specific needs. To fully meet those needs, it is important for a business to maintain an omnichannel approach and work with the product on more than one level. The audience should have seamless access to what they love in all possible directions and wherever they are: online or offline. This can be soundtracks from TV series, games based on movie plots, or stickers.

According to statistics, the Internet remains one of the most relevant communication channels, with 57% of respondents choosing VKontakte for communication (source: Ipsos. RusIndex study). In 2023, the average monthly audience of the social network grew by 11%. That is why there is an increasing need to promote companies through online licensing, and the development of sticker packs fully meets the audience’s demand.

Alexey Kapitansky

VKontakte Stickers Product Manager

We regularly introduce new features that help users of different ages with different hobbies and interests express themselves. The more original content our creators and partners produce, the more diverse opportunities the social network’s audience has for self-expression. We are always happy when authentic characters are used for this. We try to involve creators more often in the creation of original content. This includes offering mutually beneficial conditions and expanding the range of tools available on the social network.

Virtual space prolongs the lives of the public’s favorite characters and influences the development of franchises. The “Suspicious Owl” stickers are right on the mark. The audience of the animated series are teenagers and adults who are still interested in the hobbies of the youth. They have witnessed the growth and development of the social network; actively use it, and often make references to their favorite characters to express emotions while communicating.

Stickers based on the “New Tomboys (Novye Patsanki)” show were created within the framework of one specific season, with its style and design elements referencing the phrases and personal traits of its participants. The stickers reflect the general character of the show: freedom of expression, boldness, individuality, and vibrancy. These are the emotions that resonate with consumers right now.

Denis Pokrovsky

Director for Licensing at Gazprom-Media Sales House

Over the course of the year, we plan to launch dozens of products based on licensed franchises in cooperation with VKontakte. What makes these products unique is that they have no physical counterparts. This reinforces the additional purchase motivations of self-expression, involvement, and owning something special.

Gazprom-Media Sales House, Friday! and 2x2 are part of Gazprom-Media Holding.

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