Quarter Billion Agency Group’s Case Study: Lotte’s Successful Promotion of the Pepero Game in Russia
LOTTE Confectionery utilized Instagram and VK (VKontakte) to elevate the recognition of PEPERO sticks within the Russian market, enhance brand visibility, and drive product sales.
Client
Established in 1967, Lotte Confectionery, a subsidiary of Lotte Group, quickly emerged as a prominent player in Korea’s food industry. The company’s success can be attributed to its commitment to innovation in product development, diverse marketing approaches, and advanced logistics systems. LOTTE’s marketing team comprises seasoned professionals with a keen understanding of the market dynamics and a clear vision for driving growth.
Client challenge
The prominent food industry company recognized the importance of enhancing knowledge about Korean culture among its Russian customers. Consequently, they devised a plan to promote their product specifically to the core target group, typically aged between 13 and 25, through popular Russian social networking sites (SNN). Their objective was not simply to expose the brand to a wide audience but to reach the “right” target audience and provide them with an enjoyable PEPERO experience.
To execute this plan, the company decided to engage Russian celebrities and bloggers, implement an intelligent marketing strategy on popular social networks, and organize a PEPERO Game competition.
The PEPERO Game involves two individuals taking a stick of Pepero, with one person placing one end in their mouth while the other person does the same with the other end. They proceed to bite and consume the Pepero, aiming to make it as small as possible without breaking the “kiss” between the two ends. The participants then compare their Pepero sticks with other couples, and the couple with the smallest Pepero emerges as the winner. As part of the promotional campaign, the Grand Prize was an iPhone 6s, while the Silver Prizes included a full box of Pepero sticks (40 packs for each winner).
Why Quarter Billion Agency Group?
LOTTE was in search of an advertising agency in Russia capable of developing a unique and customized online marketing strategy aligned with the company’s objectives. They sought an agency that could provide a comprehensive plan for promoting the PEPERO Game in the Russian market, encompassing the following:
- Assisting with media selection
- Utilizing VK and Instagram accounts
- Collaborating with participants of the online competition
- Managing daily content creation and reporting
- Overseeing the entire competition process and promptly providing feedback to the client
- Collaborating with Russian celebrities and bloggers while monitoring their involvement in our campaign
- Setting up participant registration
- Sharing daily advertising posts in popular VK and Instagram communities
- Engaging with participant comments
- Ensuring the smooth completion and delivery of prizes
- Adhering to the allocated budget
During our extensive collaboration, we prioritized success, and Quarter Billion Agency Group, which also has an official partner in Seoul, fulfilled all of the client’s expectations. This partnership provided an additional advantage as the Seoul partner supported us throughout the entire project implementation process.
Quarter Billion Agency Group offers comprehensive solutions
LOTTE enlisted the expertise of Quarter Billion Agency Group to assist with planning and implementing a solution. Together, we devised an optimized project schedule to efficiently handle all tasks for LOTTE.
The skilled professionals at Quarter Billion Agency Group meticulously carried out the implementation process.
Quarter Billion Agency Group’s meticulously designed sequential blueprint
Quarter Billion Agency Group established an Instagram account and crafted a distinctive design for it.
The Quarter Billion Agency Group has devised a content strategy. Following this plan, we have published 3-4 captivating pieces of content:
- Guidelines for participating in the Pepero Game competition
- Sharing of participants’ content and celebrity endorsements
- Informative content highlighting PEPERO products
- Engaging content with a call to action
In addition to a wide array of captivating content, we present a selection of our most popular videos. To promote the Pepero Game competition, Quarter Billion Agency Group collaborated with four influential bloggers and a renowned actress. Notably, Anna Khilkevich and her spouse crafted a promotional video that garnered over 2.3 million views. Furthermore, the video featuring Galein Rover captivated an audience of more than 173,000 people. Similarly, Diana and her boyfriend’s video attracted over 23,000 viewers, while Elena Sheidlina and her partner’s video amassed more than 67,000 views.
By leveraging advertising in popular communities, we were able to effectively engage a larger audience and significantly boost LOTTE’s followers on VK and Instagram.
Over a period of 3 weeks, we strategically crafted and shared a total of 186 targeted ad posts across communities that aligned with our target audience.
Here are a few key insights from our campaign:
At the conclusion of the competition, we amassed over 5000 followers across VK and Instagram, with participation from over 200 individuals and numerous likes, views, and comments. The winners were chosen through a random selection process. The Russian audience displayed great enthusiasm for the Pepero Game and exhibited significant interest in Korean culture.
Outcome of LOTTE Campaign by Quarter Billion Agency Group:
We appreciate the positive business performance and eagerly anticipate future collaborations for our upcoming campaigns. Thank you for your support.
Stay connected with us on social media by following our accounts!