The book of legendary parties from Bud

The well-known beer brand BUD of AB InBev Efes Ukraine together with the music online media Katacult have prepared and published a “Book of Legendary Parties of Ukraine”. It consists of the stories of the origin, formation and development of the club movement in Ukraine, as well as describes the most important parties of 1990-2019. This book is unique and limited, it can not be purchased, but only received from the brand as a gift. Buzzfactory Ukraine shares the details of launching and promoting the project with the help of influence marketing tools.

Campaign goals and objectives

• Coverage of the joint work of the Bud and Katacult brand on the research and systematization of electronic culture in Ukraine;
• Announcement of a unique book about electronic music and unique events in Ukraine for the last 30 years;
• Maximizing the coverage and involvement of users, development of non-trivial activation mechanics within the project.

Choice of bloggers

To convey the main messages, the agency selected bloggers who are most involved in the culture of parties and close to the positioning of the Bud brand, including Dmytry Toporinsky, Yasya Krutova, Sergei Stone, Orest Muriy, Dmytro Zubkov, Borys Grankin and Revan Palyukh. Both top bloggers and microbloggers were involved. The first category helped to increase media coverage and increase audience interest. The second category stimulated the involvement of the target audience. The work with influencers was divided into three stages, each of which allowed to interact effectively and interactively with the target audience.

Stage №1: drawing of a book for video from parties

Since the “Book of Legendary Parties” can not be purchased, but only won, the audience was given the opportunity to participate in the competition and get the book, as well as a nice bonus to it. Three bloggers were selected to talk about the book and encourage them to win.
As a project is about parties and raves, users were invited to publish videos of the best parties and concerts in their profiles, tag the page @budukraine and leave the hashtag #книгалегендарнихвечірокукраїни1.

Stage №2: drawing of a book for a post with a poster

It’s cool to be at a party, but it’s no less nice to join its organization. Bud and Bird in flight prepared a poster generator for the party, thanks to which everyone was able to create their own unique poster. It was decided to use this generator in integrations with influencers and make it the most important element of the mechanics of the draw. Four selected bloggers told their audience about Bud’s book and encouraged them to win the competition. Participants had to create their own poster with the help of a poster generator, publish it in their profile, drag the page @budukraine and leave the hashtag #книгалегендарнихвечірокукраїни2.

Stage №3: personalized distribution to influencers and libraries

A large list of opinion leaders who were close to the development of party culture in Ukraine was chosen: DJs, concert organizers, photographers, musicians, journalists, creative entrepreneurs and others. They were sent personalized packs of product, book and postcard, thus expanding the knowledge of the project in narrow circles and receiving additional free coverage on Instagram. Since the project has, first of all, social significance, it was decided to donate copies of books to libraries across Ukraine. The book should be available for reading by anyone, because it has historical significance.

Results

The advertising campaign among bloggers was marked by the following total results:

• 7 published posts on the pages of selected bloggers;
• During the campaign, 42 stories were aired;
• Organic coverage — 351,737;
• The rate of paid coverage — 648,963.

“We are convinced that it is very important to know the history of the field in which you are involved. At the moment when the idea to create a book that will contain 29 years of club life in our country, we realized that we must implement this project. It is very important that this book is published right now, when the whole world, including the world of club parties, is frozen. for a forced lull, we know what will happen next and it will be worthy of a new book“, — comments Anna Rudenko, Marketing Director of AB InBev Efes Ukraine.

“We were given an unusual task — to create a project that will cover the culture of electronic music and theme parties, and donate 100 unique books that can not be purchased. On the one hand, it is important to communicate with the target audience, taking into account narrow topics and club. This is why our approach was not classic, with several levels of project and unique mechanics designed to attract the audience and draw “Books of Legendary Parties of Ukraine“, — said Maryna Bakhmat, CEO of Buzzfactory Ukraine.