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MADE IN ARMENIA PROGRAM
The foundation of a strong nation is its sustainable economy, which, in turn, is based upon local production. To raise awareness about the significance of consuming local production, the Ministry of Economy of RA started the "Made in Armenia" program. The goal of the campaign was, on the one hand, to disclose the potential of local producers and promote Armenian production and, on the other hand, to guide the customers to prefer products made in Armenia.
The creative concept behind the campaign was to illustrate the products made in Armenia in the hands of different consumers, who stand on sketched Tamanyan design balconies that manifest the soul and style of Armenian architecture. Having the concept ready, we started looking for inspiration on the streets, drawing balcony sketches, and developing the typeface for the campaign messaging, all of which served as the fundament for the campaign's visual identity.
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DELIVERABLES
CREATIVE CONCEPT & SLOGAN
CAMPAIGN VISUAL IDENTITY
PACKAGING DESIGN
CAMPAIGN MANAGEMENT
VIDEO COMMERCIAL
STORYTELLING VIDEOS
OOH
DIGITAL MARKETING
DISPLAY AND VIDEO ADVERTISING
LANDING PAGE
INFLUENCER MARKETING
SOCIAL MEDIA MARKETING
DIGITAL MEDIA MANAGEMENT
EVENT MANAGEMENT
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CLIENT
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The concept was also applied to the campaign communications, messaging, and slogan on both the pre-launch and launch phases, first teasing the audience with an incomplete message through out-of-home and digital ad banners, then revealing it over time with escalating interest towards the campaign that would amplify its success. The billboard and city scroller ads were placed not only in the city center but also in the suburbs of Yerevan.
The campaign launch was given with a video commercial intended to pass on the overall spirit of the concept and showcase how innovative, fashionable, and delicious the Armenian production is.
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Also, to promote the campaign and display all the essential news around products made in Armenia, we developed a fully functional, interactive, and search engine optimized landing page created with clear and minimalist UI/UX design.
Throughout the pre-launch and launch phases of the campaign promotion, we used a diverse digital marketing mix and platforms to reach out to the target audience and spread the word about the campaign. After three months of promotion, the campaign reached around 700,000 unique users on Facebook and got more than 3,000,000 impressions on Instagram. With display and video advertising, the campaign got around 35,000 impressions altogether.
Our team also used thematic Facebook groups and pages to share surveys and get a conversation started over the issues on the production and consumption of Armenian goods. In addition, we organized online webinars with industry thought leaders, providing practical and informative guides for beginners to succeed at entrepreneurship.
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MAROG also took over influencer marketing, collaborating, on the one hand, with local producers and, on the other hand, with social media thought leaders, influencers, and vloggers.
With local producers, we created storytelling videos, sharing the success narrative behind some of the most famous Armenian brands and inspiring the newer producers not to give up on their aspirations and business goals.
Besides, our marketing communications strategy also included cooperation and long-term work with around 50 Armenian thought leaders and influencers. The collaboration intended meetings and discussions on the significance of promoting the consumption of Armenian production. One of such events included a surprise box with a unique packaging design, full of Armenian products, funny stickers, and a letter to the reader that explained the importance of passing on the mission of promoting and consuming products made in Armenia.
We gifted the surprise boxes to the influencers right on the event spot, meaning to shoot and capture their unrehearsed and unforced reactions while unboxing the gift. As a result, we created an aftermovie about the unboxing, raising the overall awareness and engagement of the campaign and spreading the word about the significance of acting towards promoting Armenian production.
