For the brand
The client offers quick pain relievers for the main types of pain - headache, toothache, menstrual pain and others.
Our target
To launch the brand's social networks and create enough reach for people to know that we are now also online.
The challenge
To transfer the image of Bolka (Pain) from the brand's TV commercial to the digital environment, presenting it in another, more humorous context, but at the same time keeping the brand's seriousness.
The idea
- We created two separate profiles on social networks - Oklys and Bolka.
- We turned Bolka into an influencer named Bolka Petrova, whose only enemy is Oklys, and he only sends her PR messages with the aim of killing her. She's no ordinary influencer who reviews products and walks around shiny places. Her source of entertainment is the pain she inflicts on her victims. The image we created is humorous and slightly comical.
- We held a special photoshoot where we captured Bolka Petrova's character in various situations to use for content on social networks.
- We conducted an annual campaign with 6 influencers, which we connect with the two profiles - Oklys and Bolka Petrova.
- The content that influencers posted on their platforms emphasized the pain they felt around various holidays and events in their lives. The only solution to deal with her (Bolka Petrova) is the Oklys product.
- Bolka Petrova also appeared in the form of a YouTube advertisement, as well as contextual banners on several Bulgarian websites.
Result in the campaign period
- We reached almost 1 million people with the content on Bolka Petrova's Facebook profile.
- Oklys Facebook profile has attracted nearly 3 million people with its content.
- Oklys Instagram profile reached 742,741 people.
