To draw attention to BONPARI jellies we decided to show the product in uncommon way. The jellies are colorful, funny and have strange shapes, so we thought it would be interesting to show consumers crazy recipes of how these jellies could have been made. Also we knew that our audience consume terabytes of content every day, their attention is so limited - almost skewed to few seconds chance to be recognized and appraised. Brand challenge was to make them recognize brand video while scrolling their news feed and grab their attention showing them something disruptive, something worth spending few seconds more of their lives. Our idea was: BONPARI jellies is an amazing and illogical transformation of ordinary objects into gummies that make you inner child giggle.

We have created a breaking clutter super-short 3 second videos that became the heart of VKONTAKTE campaign. Innovative format of 3-second video ads were used for the first time in BONPARI campaign, this format was not used in large-scale branded advertising campaigns on VK before (according to VKONTAKTE data). In total, 6 videos were aired during May-July 2017. The videos demonstrated funny recipes of gummy VK stickers cooking from ordinary objects and fruits. The videos appeared in users’ newsfeed, just along with other content.

The BONPARI campaign became number 1 campaign on VTR in VKONTAKTE (according to VKONTAKTE data, the videos had the highest VTR for commercial videos during the campaign period for 14-35) with highest ever earned reach for all 14-35 - 75% of all TA. Totally the videos gained more 480 mln views, were more than half of them were earned, not paid (according to VKONTAKTE data). As the result, BONAPRI became number 1 in TOM awareness with social media only, without using TV. Market share was increased by 160 basis points (bps), while the market grew only 50 bps. Thus, smart creative idea allowed to get great result that helped the brand to reach its objectives.