Promotion channels
ARARAT House is a multifaceted collaboration that launched in autumn of 2022 in “Dom Kultur” restaurant. The project aimed to highlight the importance of spending quality time with your loved ones in the fast-paced life of the modern city.
be closer
ARARAT House
Guest managment
E-mail marketing
VK seeding
Dzen
Event
Influencer marketing
Telegram seeding
PR
Design
The brand’s rich history in Russia made it synonymous with celebration and presents. The key goal of the project was to create a new context for ARARAT products, and show that they can be a welcome guest at every party.
Project’s goals:
Men and women aged 25-44, who are financially secure, strive for high standards of quality of life, are open to new things and love to share this experience with family and friends. They value family, close relationships, and traditions, but are also ready for new formats. They prefer original and relatable brands that have a rich history.
Target audience:
In the past 2 years the brand’s audience spent a lot of time at home and formed a new culture of house parties and get-togethers. These meetings became synonymous with a more honest and fulfilling form of communication, something that takes a lot of time to cultivate.
However after life returned to normal, many people lost this culture. In the hustle and bustle of the big city it became harder to spend quality time with family and friends.
However after life returned to normal, many people lost this culture. In the hustle and bustle of the big city it became harder to spend quality time with family and friends.
Insights:
The ARARAT House project aimed to highlight the importance of spending quality time with your loved ones. It was created as a safe haven from the stress of the city where you can enjoy a gastronomic experience from the ARARAT brand and have a great time with your friends.
Strategy:
The first step of the project was finding the perfect partner. After a couple of weeks of searching we chose Dom Kultur restaurant. This establishment shared all the key brand values: relatability, honesty, rich traditions combined with innovation. At the same time we worked on the design of the ARARAT House pop-up - we wanted to create a really stylish, but cozy place.
Then we focused on developing the promotional strategy. ARARAT is an alcohol brand, and hence has certain limitations in the traditional marketing channels (for example, advertising in media or on billboards). Because of that we had two goals: to create a space that would attract our target audience, and fill that space with memorable experiences and events which would create social media buzz around the platform.
Then we focused on developing the promotional strategy. ARARAT is an alcohol brand, and hence has certain limitations in the traditional marketing channels (for example, advertising in media or on billboards). Because of that we had two goals: to create a space that would attract our target audience, and fill that space with memorable experiences and events which would create social media buzz around the platform.
Dom Kultur is located in a historic location, it's a cozy place with many windows. The designers faced a complicated problem: placing all the necessary elements of the ARARAT House in a small space without obstructing the view from the windows or the movement in the restaurant. They succeeded and created a comfortable and unique space in the context of Dom Kultur.
From the beginning it was important for us to present something clearly distinct for the audience. To achieve this we mixed various styles in the project. For example we created a neon sign that said “Be Closer” on the carpet. The audience appreciated this element of the decor, and it was popular in the user-generated content on social media.
To communicate the openness of the ARARAT House space, the entrance to the location was marked by an inviting wide open door. A handmade wooden table became the center of the restaurant space. The elements of the location were placed in such a way to create an intimate space for a group of friends, isolated from the noise of the surrounding restaurant area.
The brand experience was at the heart of the ARARAT House project. The main goal was to create a special brand-inspired atmosphere for the visitors and share the traditions of hospitality associated with ARARAT. The host of the House interacted with the visitors and talked about the brand’s history and values. Then the guests were served the set-menu created by the chef of Dom Kultur. The host shared stories about the dishes and ARARAT cocktails served alongside.
The PR idea for the House was built around the idea of house parties and the most memorable moments of intimate get-togethers. This allowed us to use a wide variety of channels for promotion, including traditional and new media, influencers, and UGC.
From the beginning it was important for us to present something clearly distinct for the audience. To achieve this we mixed various styles in the project. For example we created a neon sign that said “Be Closer” on the carpet. The audience appreciated this element of the decor, and it was popular in the user-generated content on social media.
To communicate the openness of the ARARAT House space, the entrance to the location was marked by an inviting wide open door. A handmade wooden table became the center of the restaurant space. The elements of the location were placed in such a way to create an intimate space for a group of friends, isolated from the noise of the surrounding restaurant area.
The brand experience was at the heart of the ARARAT House project. The main goal was to create a special brand-inspired atmosphere for the visitors and share the traditions of hospitality associated with ARARAT. The host of the House interacted with the visitors and talked about the brand’s history and values. Then the guests were served the set-menu created by the chef of Dom Kultur. The host shared stories about the dishes and ARARAT cocktails served alongside.
The PR idea for the House was built around the idea of house parties and the most memorable moments of intimate get-togethers. This allowed us to use a wide variety of channels for promotion, including traditional and new media, influencers, and UGC.
Design and content:
ARARAT House welcomed its first guests on November 19 and stayed open until January 10. During this time we hosted three house party-themed brand events:
Bringing the project to life:
The promo campaign for ARARAT House was launched in three stages: the initial opening of the space, post-event promotion of the socialite dinner party, and the promotion of the Artemiev band concert that launched in December. This created a balanced promotional campaign that utilized different channels and maintained interest in the project over time.
Digital promotion of the House was active throughout the project. The digital campaign focused on Telegram channels that shared city news, socialite news, and hot events in Moscow. The bloggers were invited to the events and reviewed the project and the menu. The socialite dinner party was the most successful event for digital promotion, as it was visited by many restaurant and nightlife influencers. Posts on the channels about city events received the widest organic reach.
Influencers were invited to spend time in the House with their friends free of charge. They talked with the host, tried the set menu, and then shared their experiences on social media.
Digital promotion of the House was active throughout the project. The digital campaign focused on Telegram channels that shared city news, socialite news, and hot events in Moscow. The bloggers were invited to the events and reviewed the project and the menu. The socialite dinner party was the most successful event for digital promotion, as it was visited by many restaurant and nightlife influencers. Posts on the channels about city events received the widest organic reach.
Influencers were invited to spend time in the House with their friends free of charge. They talked with the host, tried the set menu, and then shared their experiences on social media.
First was the stand up comedy night featuring the talent from the “Women Stand-up” show. The house party reminded guests that there is always a place for laughter when they are spending time with their loved ones.
The second event was an exclusive gastronomic dinner called “Housewarming”. It was attended by many Moscow socialites.
The third event was an intimate performance from the Artemiev band. Music is a powerful force that connects us and makes our meetings more meaningful.
The second event was an exclusive gastronomic dinner called “Housewarming”. It was attended by many Moscow socialites.
The third event was an intimate performance from the Artemiev band. Music is a powerful force that connects us and makes our meetings more meaningful.
Impressive!
Results:
ARARAT House attracted the target audience, and became a popular dining spot. The set menu was ordered almost 300 times.
In less than 2 months ARARAT House was featured in the majority of popular Moscow magazines and newspapers:
UGS reached over
2 600 000 users!
PR OTS 50 500 000
(monthly visits/4 * pages per view, data from similarweb)
The project was covered in 30 posts on popular Telegram channels. Total Digital Reach:
5 600 000 users
Most importantly, the House was visited by over 8,000 people. And they shared the love for the ARARAT pop-up collab on social media:
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