The New Year period is a season traditionally filled with special offers from brands linked to presents, special packaging and discount offers. Kinder brand holds a leading position in the children's category, and, like other brands, falls into the category of “gifts for kids.”

Barni has a far more restricted promotional budget but, nevertheless, has set itself the long-term strategic goal to activate a new attitude of a very specific target audience - kids 3-8 y.o. during Christmas, more specifically, the winter holidays period and thus to become an integral part of Christmas for children.

Barni’s New Year Workshop starts with a package. Every package contains fairytale characters and Christmas decorations for making a present by hand. Barni’s New Year Workshops have opened everywhere: online lessons at social networking sites, on the Barni website and creative workshops in large shopping centers.

Promo package with Barni’s New Year Workshop design in retailer’s shops throughout Russian Federation (approx.6 000) - 20.11.2015 - 10.01.2016

Barni’s New Year Workshop working period in shopping centers (14 MEGA trade centers in Moscow and key regions in Russia) – 04.12.2015 – 10.01. 2016

Online lessons - 30.11.2015 – 10.01.2016

Over 51 000 000 impressions in a spend of just 6 weeks

Sales have grown by 24%

Market share has increased by 3, 3%

But the main result is that Barni present made by children has come to 1 in 4 families in Russia.

The campaign was targeted to very specific audience – children 3-8 y.o. to change their behavior by interacting with them in affinitive touchpoints and with help of tools specially tailored to provoke their immediate response.

The generation of parents who remember Soviet times and Perestroika were very much deprived. And now they literally “shower” their kids with gifts trying to compensate their lack, especially in the New Year period, the most beloved by Russian children. Brands follow them giving numerous gift packs and offers.

Barni wants to become a part of Near Year life for the new generation and understands that a regular present will not be a surprise to anyone.

Barni decides to change the act of gift giving. Children are used to receiving them but every child needs giving presents as well.

Barni’s New Year Workshop inspires children to create gifts and present them to their families.

The New Year period is a season traditionally filled with special offers from brands linked to presents, special packaging and discount offers. Kinder brand holds a leading position in the children's category, and, like other brands, falls into the category of “gifts for kids.”

Barni has a far more restricted promotional budget but, nevertheless, has set itself the long-term strategic goal to activate a new attitude of a very specific target audience - kids 3-8 y.o. during Christmas, more specifically, the winter holidays period and thus to become an integral part of Christmas for children.