Representatives of Gazprom-Media Sales House spoke at Digital Brand Day

On March 22, the Digital Brand Day business conference took place at the Start Hub at Red October venue. Representatives of Gazprom-Media Sales House shared current trends with market players, talked about development plans, and revealed the mechanics of successful cases.

In 2024, the theme of the conference was “Convergence, AIntellligence and Kittens.” It was dedicated to innovative solutions in the field of digital marketing and advertising communications. In the plenary session, Ekaterina Veselkova, CEO of Gazprom-Media Sales House, spoke about the company’s capabilities in the digital environment and shared the 2023 results in key areas.

During the speech, the results of the licensing department were also presented. The launch of this division was announced at last year’s Digital Brand Day conference. One of the leading cases was the project of the sports TV channel Match TV and the Moskovskiy Kartofel potato chips brand. The new design of the potato chip packaging with the self-explanatory hashtag #everyonetothematch reminded soccer fans of the opportunity to create their very own home stadium in front of the TV. The licensed product formed the foundation for a 360° marketing campaign that included on-air and digital advertising on Match TV, as well as a promotional giveaway.

The Sales House plans to focus on talent development in the coming year. In 2023, the Insight People production center with a large network of regional full-cycle blogger studios became part of Gazprom-Media Holding. The goal of the Sales House is not only to train future influencers, but also to develop and promote young creators in all environments.

During the case sections, Mikhail Postevoy, Head of Digital TV Channel Sales, and Elena Ivanenko, Head of Sales and TV Channel Communications, presented the project “Price-Squeezing Factory” on the Friday! TV channel.

Six celebrity bloggers went to factory “workshops,” where they completed challenges to earn discounts for the TV audience. QR codes appeared on the screen during the broadcast. Viewers unlocked product discounts by scanning them. The main art object of the show was the Price Squeezer. Bloggers put all the products through the device to “squeeze” discounts and cashbacks for the viewers. As a result, over 2.3 million unique viewers watched the live show, and QR codes were scanned over 100 thousand times. The viewers received 121 thousand discount promo codes.

Gazprom-Media Sales House, Match TV, Friday!, Saturday!, 2x2, TV-3 channels and the Insight People production center are part of Gazprom-Media Holding.

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?