Reaching over a million people a day
A special project for Familia: five stylists, more than eighty influencers, 14.5M reach at a cost per view of 0.85 roubles — assembled under a tight deadline.
Familia is a federal off-price chain with discounts of up to 85%. The format rewards shoppers who know how to hunt, which is where the idea came from: teach people to use the discounts rather than advertise them.
The brief
- Drive visits to physical stores, not just impressions.
- Reach a new audience through people it trusts on style.
- Explain how to search effectively in an off-price store.
- Generate user content, not only paid posts.
Stylists at the core
Five stylists each shot a video guide — not a commercial, but a breakdown of how to build an outfit from what is actually on the racks. Usefulness outperformed direct advertising: a guide gets rewatched and forwarded, an ad does not.
Results
- 14.5M people reached.
- Average cost per view of 0.85 roubles.
- Over 1,500 contest entries.
