On November 29, the winners of the 2019 Tagline Awards - the highest Russian award for interactive projects and achievements in the digital sphere - were announced.
As per tradition, the agency Upside took part in the competition and according to the resulting votes earned six awards in the following categories:
Best campaign for art/culture/entertainment:
Pupa Vamp Mascara case - Silver;
Xiaomi Photo Exhibition case "Photos with an accent" - Bronze;
Best contextual campaign - Sportown case - Bronze.
Best use of Social Media by an agency and Best personal advertising campaign by an agency - Upside Cloud case - Silver;
Best HR campaign on Social Media - Competition case for a vacancy in social media - Bronze.
We'd like to thank our clients for their trust, inspiration, and support!
At the traditional press day for the Italian brand Geox, which we organized at Royal Studio for Russian journalists and opinion leaders, the 2020 Spring/Summer collection was presented. New models of outerwear and shoes for adults were shown, as well as several capsule collections for children made in collaboration with Disney and WWF.
To test the Xiaomi Redmi Note 8T camera, we organized a photo tour around the Caucasus for journalists and bloggers. One of the biggest inspirations and main compiler of the route was Alexander Zheleznyak, photographer and journalist, formerly the Editor in Chief of National Geographic Traveler Russia. For the entirety of the trip, he kept a photo journal and told people about his impressions using the agency's social media accounts.
A month and a half after presenting the Redmi Note 8 Pro, Xiaomi introduced another two products to the Russian market: the Redmi Note 8T, and the premium model Mi Note 10. The presentation for guests, journalists and bloggers took place in the famous Saltykov-Chertkov estate in Moscow on Myasnitskaya Street, which we turned into a Mi-residence for one day. For each hall of this magnificent old Rococo mansion from the 17th-19th centuries, our team created its own designs, lighting and sound solutions
Geox, which has been the title sponsor of the American racing team Dragon since last year, presented a new electric car in Venice. We invited reporters from leading Russian media outlets to the event. The 6th season of the Formula E Championship will be the first in the history of these electric car races where Geox’s Dragon will perform as an independent player with its own racecar called Penske.
In mid-November, Xiaomi and the Foundation for Assistance with Autism in Russia “Vykhod” (“Solution”) presented the exhibition "Photos with an Accent" at the Lumiere Brothers Center For Photography. The photos were taken by people with Asperger’s syndrome using smartphones with a 64 megapixel camera. Each of the participants tried to convey their observations of the outside world and talk about the vivid episodes in their daily lives.
We held two customer days at the cosmetics chains Rive Gauche and Zolotoye Yabloko to celebrate the relaunch of Pupa's Makeup Stories Compact eyeshadow palette. The brand’s guests enjoyed not only good vibes, but also received gifts and surprises. Famous makeup artists Andrei Shilkov and Victoria Moiseyeva held workshops with actress and TV presenter Alla Mikheyeva and fashion model Maria Melnikova.
Metro Cash & Carry held the third annual gastronomic festival Megustro in St.
Petersburg. A special fashion show of outfits for gastronomy professionals,
created by independent designers collaborating with renowned chefs, became one
of the festival’s highlights. As is their tradition, famous restaurant critics and chefs were in attendance, including those with Michelin stars, as well as leading media editors that we invited.
In October Russian opinion leaders were invited by Geox to visit their headquarters in Montebelluna, Italy. The bloggers saw the laboratories and production workshops, met and talked to Ernesto Esposito, creative director for women's shoe line, learned about the latest Geox developments. Another highlight of the trip was a visit to the 17th century estate Villa Sandi, owned by the family of Geox founder and President Moretti Polegato. More than 600 thousand people followed every step of this trip on social networks.
In October 2019 we ran a fabulous event for Xiaomi celebrating the launch of the long-awaited smartphone Redmi Note 8 Pro. Inspired by sci-fi in general and Blade Runner 2049 in particular we came up with MiCyberLand concept event, futuristic lighting and dramatic visual effects. To illustrate the features of the 64 mp camera, we incorporated the exibition of the chief photographer of National Geogrpaphic magazine who had lately tested the camera on his trip around Dagestan. The climax of the event was the World of tanks tournament held in cooperation with the Russian champion gamers.
In October we designed and built the most outstanding display at this year’s M.Video Electronics exhibition. A big crowd of visitors gathered at the futuristic stand of Xiaomi to test the cutting edge products, ride Xiaomi go-carts and participate in one of the generous contests.
The second Mi Pop Run gathered the brand’s fans and friends in Moscow at the end of September. Upside was in charge of celebrity participants, including blogger Polina Askeri, TV presenter Ivan Chuikov and artist and photoblogger Elena Sheidlina. As a result, an amount of 1.500.00 rubles was raised for Life Line charity fund helping children with illnesses.
The Polish clothing brand Reserved opened its flagship store at Metropolis
shopping center in Moscow. We invited bloggers to check out the new store’s
interior design and collections. They shared their impressions with subscribers and
the total of their posts’ reach exceeded 2,000,000 users.
The Greek cosmetics brand Apivita appinted Upside as it lead agency in Russia to hand communications, influencer marketing and media planning.
Founded in 1979, Apivita produces natural cosmetics for face, body and hair based on beekeeping products — honey, propolis and bee wax — as well as high quality vegetable oils and extracts.
We began providing PR support for Ensana, Europe’s leading health spa operator, on September 9. The brand manages 26 SPA hotels specializing in beauty and medical treatment based on natural ingredients and state-of-the-art technologies.
In September we extended our cooperation with Finnish professional cosmetics brand Cutrin Nordic Expressions. Now, in addition to SMM, we also do influence marketing for Cutrin.
Upside arranged a two-day press tour to Sweden, where Russian journalists visited the Skin Research Institute in Stockholm, went sightseeing, explored the islands of the archipelago and enjoyed the magnificent view of the rooftops.
In mid-July, we designed and developed a local online store for the Spanish cosmetics brand Sesderma, and within only a month, the conversion rate skyrocketed by 900%.
Additionally, we conducted a performance campaign and produced video testimonials from top celebrities, including Elena Podkaminskaya, Lelya Baranova and Yanina Studilina.
This summer, the Italian brand Geox became a partner of Usadba Jazz – the annual music festival in Moscow and St. Petersburg – for the second time. Our team created a lounge area where festival goers could not only relax and have a good time, but also buy the brand’s latest shoes and clothes.
Eight young bloggers from Russia were invited by English decorative
cosmetics brand Lottie London to attend Lovebox, a summer music festival. They described their experiences on social media, reaching 5 million people in total.
The skin care products of Le Petit Olivier contain only natural ingredients from Provance. To introduce the brand to the Russian consumer, we held an influencer tour to the homeland of the brand. The total reach on YouTube and Instagram amounted to 540k.
We launched Upside Cloud creative studio and immidiately shifted our attention onto our own brand identity. Being already known on the market, we strived for aligning Upside’s idendity to our 360-degree platform of capabilities. Follow the link to learn more on the brand insight and results.
«Our footwear can withstand any city challenges» – that’s the CAT Intruder tagline. 11 digital influencers with total OTS exceeding 1 mln were invited to test this statement and make fair reviews on Instagram.
To promote the new Lanvin perfume, A Girl in Capri, we invited 100 digital influencers to Food Embassy restaurant. Our guests got into the spirit of an Italian party and willingly published Stories (469) and regular posts (56). The technical reach exceeded 34 mln.
In January 2019 Upside managed a media event for Podruzhka cosmetics retail chain. In April we were in charge of the flagship store opening event in Okhotniy Ryad shopping centre, and in June we opened the first store in Krasnodar.
For Uriage, we designed a 16-page brochure with tips on newborn baby care as an insert for the summer issue of Mother&child magazine. Our creative studio was in charge of creative concept, design and copywriting.
Dockers’ smart cotton in layperson terms
popmech.ru, the online authority on popular science, issued an article about the cutting-edge technologies used by Dockers. Follow the link to learn about fabrics that do not need ironing, are ideal for hot weather or even acrobatics.
Upside was chosen by Triumph, a German lingerie brand, to create a showcase website featuring collections, POS and a clean responsive navigation. Click here to check what we came up with.
We are delighted to present Upside Cloud, our creative studio offering a full-service of creative disciplines. Follow us on Instagram for inspiration and news.
Legendary Italian designer Ernesto Esposito visited Moscow to attend Geox event at Evropeyskiy shopping center and meet editors-in-chief of fashion and lifestyle magazines, holding a Neapolitan pasta cooking class.
Effective April, 2019 Upside provides PR services to Oriflame. For media inquireis, please contact Olga Nelidova, Sr PR manager (beauty category).
More than 700 guests attended the launch of the Sound of Donna fragrance at Icon club. CEO of Angelini Beauty Matias De Alzua specially arrived to Moscow to be present at the event. The show included performances of the Bolshoi’s prima ballerina Elena Obraztsova, poet Ah Astakhova and singer Sati Kazanova.
Two German underwear brands were added to our portfolio. Scope of services for Triumph includes SMM, influencer marketing and media service, whereas for sloggi we manage market reviews and media service.
Effective February 1st, 2019 we manage PR function for Knauf, one of the biggest international manufacturer of innovative building materials and systems. In the past 25 years the company has invested €1.5 bln into the Russian building sector and opened or significantly reconstructed 19 factories with German quality standards.
At the end of December Xiaomi and Yandex.Taxi ran a social media contest offering prizes by both of the brands. Upside was in charge of influencer marketing activities and resulted in 3,8 mln outreach.
The Italian brand Geox introduced its new collection to the Russian media and opinion leaders. The launch took place in Royal Studio mansion, and as always, got everybody's attention: the S/S collection offers jackets and footwear with extra level of air permeability.
One of the top marketing media in Russia visited our new office to release a review on the interior design and workplace culture. Follow the link to read the article.
The Glamour Best of Beauty 2018 jury announced the best new products of the year. We are delighted to announce that our 6 accounts celebrated their well-deserved wins: Payot, Uriage, Sesderma Russia, Lumene, Moschino and Versace.
Чтобы оценить превосходные качества и цветопередачу камеры нового смартфона Xiaomi Mi 8 Lite, мы отправились в осенний Тбилиси вместе с журналистами и блогерами. Также в рамках проекта была реализована коллаборация с Ташей Алакоз: художница разработала дизайн лимитированного бьюти-бокса Krygina for Xiaomi.
Check out our award-winning case study to discover SM solutions we've produced for Lumene in 2018.
In 2018 Upside was honored to be the recipient of the Tagline’s award in performance marketing. As a result of the campaign we cut CPA by 50% and simultaneously increased the amount of leads by 60%. Please click here for details.
This case study shows how efficient and prompt in dealing with client requests we are. Within one week we developed a web page, brand identity, planned and launched a multifaceted campaign to generate leads and awareness, as well integrated IP-telephony with the call tracking, CRM and real estate sales platforms to build a holistic sales pipeline.
In October Upside successfully completed the large-scale seeding campaign for Lottie London, one of the brands distributed exlusively at L’Etoile stores. More than 500 digital influencers could test the bestseller makeup products and shared feedback with their followers. Total OTS exceeded 37.5 mln.
Pupa threw a grand party in October to celebrate the launch of Vamp! Explosive Lashes mascara. The winners of a social media contest, mass media representatives and influencers attended the event.
A series of events took place in London to celebrate the launch of the new Her fragrance by Burberry. Russian digital influencers with more than 1.2 mln followers attended the events. Upside coordinated the project and provided travel support.
In August the American brand Dockers announced cooperation with Upside, and in September we hosted a cozy brunch for fashion editors to present the current collection. The event was held at Upside’s showroom where all the novelties are presented: soft flannel shirts, warm knitwear and, of course, khaki pants, famous all over the world for their quality and comfort. For more information on the collection, please refer to Anelia Ruzho, Sr Fashion PR manager.
In September Tervolina remodeled its first location to an updated contemporary store design, inspired by Piet Mondrian. Within the restyling framework, we created trendy shopping bags and staff uniform, and hosted key mass media representatives and loyal digital influencers at the grand opening.
Check out the new case on Kiss Payot Instagram challenge. The total number of participants reached 305 with 89 GIF’s in the longest chain of air kisses.
We are delighted to share the results of our creative collaboration with Grand Hills, a mid-range residential estate in Krasnogorsk. The brand identity was to address relatively young and trendy customers.