Iuliia Abramova portfolio

CV

CROSS-PLATFORM CAMPAIGNS CONCEPT DEVELOPMENT

VIRAL CAMPAIGNS SMM

VIDEO PRODUCTION(CONSULTANCY)

PROFESSIONAL AREAS

Borjomi is known as #1 anti-hangover water. With this app they aim to be helpful at any moment

Creating a simple, helpful, entertaining application that will demonstrate brand values

Alcometer - the first free branded application based on iOS and Android, testing the level of alcohol in user’s blood

The user compiles a list of alcohol consumed (type and quantity, in chronological order of consumption)

Based on user parameters and medical data on metabolism, the application calculates the blood alcohol level and time needed to withdraw alcohol from the body

ClientIDS Group

ProjectAlcometer

Results90 000 downloads from AppStore during 2 weeks after launch№1 in AppStore Russia in Fitness and Health category0 UAH spent on promotion

PROPELLER DIGITAL 2013 — GOLD in «Mobile advertising and services» category

Application screen-shots

TaskDevelopment of an interactive, entertaining and useful application

BrandBorjomi

MY CONTRIBUTION

Activation planning

BACKGROUND CHALLENGE SOLUTION

ALCOMETER APPLICATION (COXO AGENCY)

Sometimes it’s not enough just to see. Touching, trying, playing, and entertainment stimulates purchase

Development of a BTL instrument that would combine functions of a demo tool and CRM tool

Demo application optimized for Samsung Galaxy Tab based on ОС Android

Functions:An interesting and entertaining way to demonstrate the advantages of Henkel products to the consumerMonitoring the product range and arrangement in retail storesPreparing and sending daily promoter reports (estimation of efficiency of the BTL agency)

ClientHenkel

ProjectInteractive demo application

ResultsSoftware installed on tablets used by promoters117 retail outlets in 20 cities

TaskDevelopment of an interactive digital instrument for BTL activities by Henkel

MY CONTRIBUTION

Generating ideas

BACKGROUND CHALLENGE SOLUTION

HENKEL APPLICATION (COXO AGENCY)

TUBORG (COXO AGENCY)

Launch of a big advertising compaign for Tuborg Ukraine - «The Fun Starts Here»

Involve talanted ukrainian youth into the dialog with Tuborg. Using Internet, build digital platform where Tuborg = FUN

We gave the audience an opportunity to become popular. We started from launching a new activity called VideoFUNiя on the official site tuborg.ua. This launch was supported by TV and social networksUsers were offered to upload their own DIY musical video to the project site. Those who gained the biggest quantity of votes (likes and shares), were given a prize —Their own music video made by a professional director and his crew

ClientTuborg Ukraine

ProjectVideoFUNiя 2011

Results500 followers12 000 active fans71623 site visitors 28646 video votes257968 video reviews278 music videos 1600 blog reviews

Site Backstage (making of) Music video

TaskCommunication of the key message: Tuborg = fun, by integration of different media- channels: TV, media and SMM

MY CONTRIBUTION

Determination with the communication format, selection of SMM tools, timings and content plan development

BACKGROUND CHALLENGE SOLUTION

Launch of Bacardi on the Ukrainian internet Increase loyalty of TA by using digital tools Facebook was chosen as main communication platform. Main concept: BE TOGETHER! Bacardi community became a center of flirt-oriented party people. Funny contests with real prizes and invitations to the Bacardi TOGETHER parties are involving big quantities of people into brand-loyal groove

ClientBacardi Ukraine

ProjectBacardi Together

ResultsViews 1 159 686 Likes 12 077 Maximum comments in a day 837

Bacardi Together Home Party Activity: Photo Booth

Tasksincrease loyalty of already existing customers by using SMM-activities.

increasebrand-awarenessof TA (m/f 18-17)

SMM. BACARDI (COXO AGENCY)

Contests

MY CONTRIBUTION

Selection of the relevant resources, content plan development, generating ideas

BACKGROUND CHALLENGE SOLUTION

Launch of Somersby cider on the ukrainian market To create a platform for bringing cider into the TA’s interest-zone. Buiding knowledge about the prod-uct as something even more interesting than beer

Project

ClientSomersby Ukraine

Somersby

Results1658 followerssomersby.ua

Tasks

To build brand awareness about Somersby cider

To build brand image in social networks

Contest «CiderLady» Contest «CiderTIME» Web-site

While brainstorming, we came to the conclusion that the brand’s TA is absolutely unaware of cider.In order to draw the TA’s attention, a fairy tale themed website was created as well as a facebook page. Later we decided to build awereness by a big quantity of entertaining games based on the history of cider

MY CONTRIBUTION

Selection of SMM tools, style and activation development (contests)

BACKGROUND CHALLENGE SOLUTION

SMM. SOMERSBY (COXO AGENCY)

Launch of Lay’s Strong in Ukraine Increase brand awareness of TA by using digital tools. Create a cool image of potential lays-strong fan

BACKGROUND CHALLENGE SOLUTION

General Idea: «Boys want more spicy»Territory: spicy food Trigger: spicy food - hot chicks, viral ads and boys oriented contentCross-promo with TUBORG beer — RHCP concert in Kiev, UkraineLay’s Ninja as branded app for IPhone and Ipad

TUBORG + Lays Fruit ninja’s edition «Lays ninja»

LAY’S (COXO AGENCY)

Viral ads

MY CONTRIBUTION

General Idea, selection of relevant resources, determination with the communication format

Project

ClientLay’s

Lay’sBoys want spicy

Results1658 followerssomersby.ua

Tasks

Suppor the launch of new product in internet.

increasebrand-awerenessof TA (m 18-35)

SOLUTION

Cross—platform appllication: Iphone, Ipad and web-site.Structure:To Do list for MumArt workshopTestFoursquare check inBest Mum contest

ClientHARIBO

ProjectHaribo Mum’s Diary

TasksDevelopment of the idea of service for mums.

increase brand-awerenessand and buildknowlege that HARIBOcares about kids and their development.

HARIBO (TEST FOR GREY MOSCOW)

MY CONTRIBUTION

General IdeaLaunch of Haribo* Make an idea of the service for TA —busy mum’s who want to increase the quality of the time spending with their kids.

BACKGROUND CHALLENGE

ClientGRAPE UKRAINE

ProjectSAFEBOOK

TaskVideo consultingfor the tutorial-making.

SAFEBOOK

INTRO

OUTRO

Launch of the new anti-AIDS application for iPhone and iPad

Create a video-tutorial, which will not only show how to use the app step-by-step, but also work as a viral advertisement

The video-tutorial explains to the user how the App works by showing possible scenarios from real life situations. Random lovers use SafeBook to write down their sexual achievements from last night — NOT REALISED.

BACKGROUND CHALLENGE SOLUTION

ЧEZZ MUSIC VIDEOS FOR GRAPE UKRAINE

Launch of the new light beer ЧEZZ on the Ukrainian market. Digital-agency GRAPE starts FB fun-page ЧEZZ Music in order to support new product in social networks

Create 3 videos about making music, interviews with DJ’s and party digests

Direction, consulting

BACKGROUND CHALLENGE MY CONTRIBUTION

ClientGRAPE UKRAINE

ProjectЧEZZ Music

TaskProduction of a music program for FB community ЧEZZ music

Launch of the new company. To create the brand, it’s concept and identity: logo, web-site. Promote it in all professional resources.

BACKGROUND CHALLENGE SOLUTION

General Idea: your style «fromSKETCH» — professional costume design and styling agency.

ClientGroup of fashion stylist who wanted to create their own brand.

ProjectSKETCHSTYLING— styling beureau

TasksTo create the brand, it’s identity: logo, web-site and promote it in all professional resources.

Increasebrand-awereness

SKETCHSTYLING ( OWN PROJECT DEVELOPMENT )

MY CONTRIBUTION

General Idea, concept development, selection of relevant resources, determination with the communication format

sketchstyling.comResults

THANK YOU!

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