Active & PopDance
Kotex
Everyone dances! That’s why we invited famous dancer Yuliana Bukholts (projects Dances on TNT and PRODances) to collaborate with the brand. Yuliana taught thousands of girls to dance and be confident in the Kotex POP Dance project.
The next summer we danced again with Yuliana in the Activate Your Summer! project. We digitized Yuliana, letting users control her dance on the site and compete for a prize — a trip to the PRODances camp.
Brand ambassador Yuliana went live daily in the official Kotex Russia VK community and showed subscribers life at the dance camp. Stream episodes were posted on the site, with additional traffic from YouTube. The campaign finale was integrations in Instagram pages of star choreographers.
2016
179,000 — unique site visitors.
48,321 — took part in the project
4,301 — registered a promo code
2017
20,401,043 views GPMD, Yandex, YouTube
204,109 unique site visitors.
Online game:
More than 20,000 game sessions.
5,720 people completed all contest conditions.
Conversion to game 40%.
Live streams:
More than 1,000,000 views
Integrations on choreographers’ Instagram:
More than 2,000,000 views