9 platforms, 500k followers
To increase audience loyalty and promote Moscow through soft power, we decided to use UGC in the official Douyin and Kuaishou accounts. Showing not only sights from the city, but also local people, we strengthened the emotional connection of the audience with the account. This led to positive emotions being projected onto Moscow in general. The results of this approach exceeded all expectations. In 6 months, the total number of video views and publications on all accounts exceeded 45 million.
Discover Moscow project received the prestigious Russian PR award Silver Archer in the International Communications nomination. Our partners on Discover Moscow project is PR agency B.Bright Communications.