In this campaign, we had three goals: to show the wide product range of the Sharlize brand, increase purchase frequency, and inspire people to come back to the products again and again.
The communication was built around the brand’s slogan: “Pleasure has a name — Sharlize.” Our core audience was women, and we reminded them that moments of pleasure can be found in everyday life. The campaign was built around compliments from men. For two different age groups, we created separate videos with influencers, so each audience could see a format that felt familiar and relatable.
Along with the videos, we launched a receipt-based promo. Customers who bought Sharlize products at Pyaterochka could upload their receipt to a special chatbot and take part in a prize draw. Inside the bot, users also received Telegram video messages from bloggers reminding them about small moments of pleasure with Sharlize.
To reach even more people, we supported the promo with a wide media campaign and placements in Telegram channels.
In the end, the campaign felt light, emotional, and fully reflected the brand’s idea — finding pleasure in every day with Sharlize.
Results:
The communication was built around the brand’s slogan: “Pleasure has a name — Sharlize.” Our core audience was women, and we reminded them that moments of pleasure can be found in everyday life. The campaign was built around compliments from men. For two different age groups, we created separate videos with influencers, so each audience could see a format that felt familiar and relatable.
Along with the videos, we launched a receipt-based promo. Customers who bought Sharlize products at Pyaterochka could upload their receipt to a special chatbot and take part in a prize draw. Inside the bot, users also received Telegram video messages from bloggers reminding them about small moments of pleasure with Sharlize.
To reach even more people, we supported the promo with a wide media campaign and placements in Telegram channels.
In the end, the campaign felt light, emotional, and fully reflected the brand’s idea — finding pleasure in every day with Sharlize.
Results:
- Reach — 35% among women aged 18–45 (+87% vs plan)
- Unique users who launched the bot — 7,000+ (+279% vs plan)
- Uploaded receipts — 21,000+ (+29% vs plan)