Community Branding
Posted: Sat Feb 01, 2025 4:33 am
In 2024, a film about the main characters' nostalgic memories of their childhood and first love with the lead singers of a popular 90s music group was released in Russia. The Fruitmotive brand made an advertising integration into the film and planned activity for the summer in its VK community together with the film's production team.
In the spring of 2024, the goal was set to prepare the ground for the upcoming activity and to warm up the interest of a wide audience in integrating the brand into the film. In addition, the special project was supposed to increase the loyal audience of the brand community in VK.
Solution
Target audience
The brand's community is dominated by users aged 35 and over, whose childhood and youth occurred in the 90s.
Case of Ingate Communications and Fruitmotive: how to unite the audience around the brand with the help of a special project about nostalgia - image 4
Creative idea
The creative team analyzed the age and interests of the brand's audience on VK, the idea of the film, and key trends in social networks among the target audience. When developing the idea of the special project, we wanted to hook the audience not with expensive prizes, but with real emotions.
This is how the idea of a special project on memories of the 90s in the style of those times was born. It was important for us to emphasize the positive emotions that Fruitmotive drinks evoke, as well as warm memories from the past, because they are also a source of joy.
The name of the special project was obvious. We combined slovenia telegram data the client's brand name and nostalgia for the 90s. The result was a resonant and memorable name - "Frutstalgia".
Case of Ingate Communications and Fruitmotive: how to unite the audience around the brand with the help of a special project about nostalgia - image 5
The special project took place within the brand's community on VKontakte. To ensure greater reach and user engagement, a design was developed for the entire community, not just for the special project posts.
We adapted the logo and cover of the community to the color scheme and idea of the special project.
Case of Ingate Communications and Fruitmotive: how to unite the audience around the brand with the help of a special project about nostalgia.
In the spring of 2024, the goal was set to prepare the ground for the upcoming activity and to warm up the interest of a wide audience in integrating the brand into the film. In addition, the special project was supposed to increase the loyal audience of the brand community in VK.
Solution
Target audience
The brand's community is dominated by users aged 35 and over, whose childhood and youth occurred in the 90s.
Case of Ingate Communications and Fruitmotive: how to unite the audience around the brand with the help of a special project about nostalgia - image 4
Creative idea
The creative team analyzed the age and interests of the brand's audience on VK, the idea of the film, and key trends in social networks among the target audience. When developing the idea of the special project, we wanted to hook the audience not with expensive prizes, but with real emotions.
This is how the idea of a special project on memories of the 90s in the style of those times was born. It was important for us to emphasize the positive emotions that Fruitmotive drinks evoke, as well as warm memories from the past, because they are also a source of joy.
The name of the special project was obvious. We combined slovenia telegram data the client's brand name and nostalgia for the 90s. The result was a resonant and memorable name - "Frutstalgia".
Case of Ingate Communications and Fruitmotive: how to unite the audience around the brand with the help of a special project about nostalgia - image 5
The special project took place within the brand's community on VKontakte. To ensure greater reach and user engagement, a design was developed for the entire community, not just for the special project posts.
We adapted the logo and cover of the community to the color scheme and idea of the special project.
Case of Ingate Communications and Fruitmotive: how to unite the audience around the brand with the help of a special project about nostalgia.