Total
Advertising
Group
TAG
Challenge:
Unistream is one of the largest money transfer services, serving thousands of clients daily. The company tasked TAG with increasing engagement among existing clients and encouraging transfers through a promotional campaign with a prize draw.
The key challenge was not simply announcing the promotion, but rather crafting clear and motivating communications around specific participation requirements: the total amount of a client's transfers had to be at least 50,000 rubles, with a single transfer amount of at least 10,000 rubles. These requirements needed to be communicated to a broad audience without making participation seem complicated or confusing, while also ensuring sufficient reach to ensure the promotion had a significant impact on client activity.
Insight/Strategy:
Unistream's audience is diverse and interacts with a variety of information channels—from social media and messaging apps to print media and brick-and-mortar stores. Relying on a single communication channel would have meant missing out on a significant portion of potential campaign participants.
Therefore, we built a strategy based on the principle of multiple touchpoints: to reach the broadest possible audience and ensure engagement at every stage of the funnel—from initial exposure to the promotion to its understanding and participation—we developed multichannel communications, combining digital, influencer marketing, PR, and offline tools. A single landing page played a key role in this integration: all other channels—bloggers, media publications, printed materials—led users to the precise location where they could quickly and thoroughly understand the terms and mechanics of the promotion without unnecessary questions.
Activation:
The campaign was built around a landing page as the central point of communication, to which all other promotional channels led—each tool served its own purpose, but worked toward a common goal.
01 · Landing page
We developed a dedicated landing page for the promotion, where users could learn detailed information about the terms and conditions, the giveaway mechanics, and the competition's duration. The landing page served as a single entry point: its clear structure and step-by-step explanation of the terms and conditions reduced the barrier to entry and simplified the user's journey from learning about the promotion to deciding to participate.
02 · Influencer marketing
We engaged bloggers to promote the campaign natively. This integration allowed us to explain the terms of participation in a language familiar to the audience of specific bloggers and further attract attention to the campaign through channels that subscribers trust more than direct advertising.
03 · PR
We prepared and published informational articles in Asia-Plus, one of the region's leading media outlets. These PR publications provided additional media coverage for the campaign and added credibility to its appeal among news-oriented audiences.
04 · Offline
We developed and printed informational flyers for distribution to customers at service points. Offline materials complemented digital promotion and increased the campaign's visibility among audiences who primarily interact with Unistream offline.
Result:
A comprehensive communications campaign allowed Unistream to reach its audience through multiple touchpoints simultaneously—digital, bloggers, media, and offline channels—instead of relying on a single promotional tool.
According to the campaign's estimates, the potential reach exceeded 150,000 people, with blogger posts receiving over 45,000 views and an average engagement rate of 4.7%—a metric that demonstrates the audience's genuine interest in the content, not just its impressions. The landing page received over 12,000 clicks, over 8,500 of which were unique visitors, resulting in over 3,000 potential participants. Simultaneously, three PR materials were published on Asia-Plus, and 5,000 printed leaflets were distributed to offline audiences at service points.
The campaign generated strong interest from existing customers and became an example of how different channels can work together to create a single funnel: the landing page remained a single point of communication, while bloggers, PR, and offline materials brought audiences to it from various angles.