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Award-Winning B2B Marketing Case
How We Created the "Likefest" Project for MEGA Khimki and Reached 24M+ Impressions — Plus a Bronze at the Perspectum Awards
- Reading time: 6 minutes
Client:
MEGA Khimki is a super-regional shopping mall positioned as an «urban resort».
Located within walking distance of residential neighborhoods, it reaches over 8 million people.
Its core audience is families aged 30+ with children, and the mall offers a unique experience - from comfortable leisure to community-driven events.
Its core audience is families aged 30+ with children, and the mall offers a unique experience - from comfortable leisure to community-driven events.
Objective:
Summer holidays often lead to a drop in foot traffic at shopping centers.
The goal was not just to retain current visitors, but to attract new family visits.
The goal was not just to retain current visitors, but to attract new family visits.
The goal was not just to retain current visitors, but to attract new family visits.
MEGA Khimki set the following goals for our team:
MEGA Khimki set the following goals for our team:
- Create a media-worthy occasion to stand out from competitors and online formats
- Encourage repeat visits from families with children
- Increase registrations in the loyalty program
Solution:
To bring families back during summer, we decided to focus on children — because parents go where their kids are excited to go.
We developed «Likefest» - an event campaign where kids could earn likes from their favorite online stars.
The foundation of the project:
The foundation of the project:
- A dream come true: meet your favorite blogger, get a like, ask a question, and see them live
- Guaranteed prizes to boost participation and repeat visits
- Prize draws to increase attendance on key dates
What We Did:
- Developed a Creative ConceptStep 1At the heart of the campaign was one simple insight: kids dream of connecting with their idols.
We created an easy-to-follow participation mechanic:- Register any receipt from MEGA
- Play Plinko
- Win prizes
As a highlight, winners received live likes from their idols - the artists gave likes directly from the stage on their own phones. - Drove SalesStep 2Each blogger launched their own «Likebox» filled with selected products from MEGA.
The boxes were raffled off and sold.After the launch, we gradually revealed each product inside - this led visitors to specific stores looking for exact items.
- Designed the SpaceStep 3Unlike previous MEGA campaigns, we broke away from brand book rules and created a distinct visual identity for Likefest - bold purple-pink tones, rarely seen in mall campaigns.
Throughout June, MEGA Khimki featured:- Photo zones, promo stands, and brand ambassadors
- Merchandise, likeboxes, and sticker packs
- Outdoor and indoor branding across digital and physical surfaces
- Out-of-home advertising across Khimki
- Built Communication ChannelsStep 4We launched the campaign across platforms used by our adult family audience:
KUDAGO, Free Moscow, Moscow for Kids, and Where to Go in Moscow with Kids.
We also activated event listing websites, sent promo materials to nearby schools, and partnered with bloggers on Likee, VKontakte, and other platforms:- Polina Richi: 211.3K followers
- Dasha Morozik: 353K
- BasikBurg: 219K
- Ksenia: 1.8M
- Stimulated In-Person VisitsStep 5Every Saturday in June, we hosted 2-hour concerts in the mall featuring Milana Khametova, Egor Ship, and other top influencers.
Along with their regular visits, parents brought kids to these shows where they could meet idols, get likes, take photos, and win prizes. - Reached Massive AudienceStep 6High engagement came from blogger activity, outdoor ads, and massive UGC content created by campaign participants.
One example: Milana Khametova’s fandom created a dance challenge that the audience performed together during her concert - capturing one of the biggest group TikTok dances in Russia.
The Project Gained New Life
After her successful appearance at Likefest, Milana Khametova was invited by MEGA to become the face of their national «Back to School» campaign in fall 2024.
The campaign ran in 5 locations simultaneously:
MEGA Khimki, MEGA Belaya Dacha, MEGA Teply Stan, MEGA Parnas, and MEGA Rostov-on-Don
All executed by our team.
The campaign ran in 5 locations simultaneously:
MEGA Khimki, MEGA Belaya Dacha, MEGA Teply Stan, MEGA Parnas, and MEGA Rostov-on-Don
All executed by our team.
Results:
- +24 000 000media and social media impressions
- 2,5хincrease in return visitors
- +2013new loyalty program signups (vs. 1,000 target)
- +11 000kids attended Likefest concerts
- 1.6xincrease in average family visit duration
- Bronzeat Perspectum Awards 2024, Best B2B Event category
Project Team
- MEGA KhimkiClient
- Ekaterina SichkarFounder of «SICHKAR GROUP»
- Valeria KuzmaCEO of «SICHKAR GROUP»
- Yana Belousovadirector of creative and strategy
- Viktor DeyCreative Copywriter
- Vero YuvakaevaDesign
- Vladislav SkorobogatovSenior Designer
- Ivan VlasovDesigner
- Natalia SlepitchevaProject Lead
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