Children’s Book of War

«Children's Book of War» is a project dedicated to Victory Day.
This is an animated series that enables those without the knowledge or recollections of WWII, to touch upon the experiences of children who saw it all with their own eyes.
10 animated series about the Siege of Leningrad, the occupation of Crimea, the fight for Stalingrad, and the Far East - the viewer follows each little author through the terrible events of the war and sees them through the eyes of the children.

Each episode was posted on the project’s website and in the AiF (Arguments and Facts) social media channels.

Goal

Our goal was to achieve maximum coverage of the advertising campaign and ensure a high level of engagement.

To do this, we used a set of tools from our own MarTech networks and third-party sites with the highest traffic - YouTube, Vkontakte, Odnoklassniki, and Facebook.

After the series was published on the AiF channel, they were distributed through the BeSeed seeding platform. This allowed for the quick start of the campaign, an initial boost in views, dynamics, and virality, and improved the ranking of AiF’s videos on YouTube.

BeSeed overoll (YouTube)

Used formats

After the series was published on the AiF channel, they were distributed through the BeSeed seeding platform. This allowed for the quick start of the campaign, an initial boost in views, dynamics, and virality, and improved the ranking of AiF’s videos on YouTube.

BeSeed overoll (YouTube)

Used formats

We placed posts with the series in the AiF’s social media communities (Vkontakte and Odnoklassniky) and promoted them.

BeSeed native auditory (VK/OK)

Placement of an advertising video on YouTube in a pre-roll format on the AiF’s channel for the targeted coverage of the audience (according to social demographic data, certain categories of interests, etc. and engagement of the audience)

Google Ads In-Stream (YouTube)

Used formats

We set up targeted advertising for posts with series uploaded to the AiF communities (Vkontakte, Odnoklassniki, Facebook) on the desired audience.

VK/OK/FB Target

Used formats

We set up targeted advertising for posts with series uploaded to the AiF communities (Vkontakte, Odnoklassniki, Facebook) on the desired audience.

VK/OK/FB Target

Used formats

«Children's Book of War» is a social project that, shows war through the eyes of a child, and the prism of children's perception, it draws public attention to the problem of cruelty and tragedy of that time.

We developed a promotion strategy based on the features of the project and the various advertising platforms and utilized many formats and advertising tools to popularize the project. After determining the promotional plan, we:

Because of the correct campaign setup and use of formats, we were able to successfully carry out an advertising campaign and exceed the original KPI’s. We achieved wide coverage and attracted a target audience that showed high activity.

- chose the most suitable videos for advertising and gave recommendations on the content optimization for the platform (titles, design, description);

- set up targeting for viewers on social networks Vkontakte and Odnoklassniki by age from 18 to 34 years old and by categories of interests Education and Science, Books and Magazines, Music, Cinema and TV, Home and Design, Women, Family, and Children, etc .;

- placed an advertising post in the Facebook news feed to an audience of users aged 35 to 50 with the interests of Journalism, Mass Media, Press, Newspapers, Internet Edition, Parents, etc .;

- launched the Google Ads In-Stream format targeted at such interest categories as Poet, Art Lovers, Lovers of documentary and scientific TV shows, etc .;

- used placements via VK Target and MyTarget formats, as well as BeSeed overroll;

- monitored the advertising campaign and followed its progress;

- adjusted the settings and optimized the campaign for the traffic volumes of different platforms.

Engagement

38к+

likes

2к+

comments

5к+

reposts

Results

17М+