Social Marketing in Russia
Posted: Wed Jan 29, 2025 7:05 am
There are three fundamental elements of social marketing. This division is also relevant for Russia:
Sponsorship is the most common element of social marketing. Within this area, the main focus is on supporting certain social groups (for example, low-income citizens) and promoting socially significant events.
Fundraising . This term implies the collection insurance leads for seniors of funds and other resources from legal entities and individuals. The purpose of these events is to improve the life of society as a whole or individual segments of the population. Fundraising involves collective collections of donations and various competitions for grants.
Sales promotion - this element implies that the audience should have a feeling of involvement in the project after purchasing the product.
The beginning of the era of social marketing for our country was the launch of the project "Call your parents". The programs began to be broadcast in 1994. At that time, all channels of central television participated in the project. The beginning of this initiative was laid in 1992 in Moscow, when the advertising firm "Domino" established a public council.
The members of the council included representatives of the editorial boards of the newspapers: Komsomolskaya Pravda, Sem'ya, Trud, and Vestnik Charitable.
In addition, the organization included major Russian TV channels and radio stations (NTV, Ostankino, Europa Plus, Radio Rossii, and others). The main task of the council was to create a social advertising campaign on a national scale. The fundamental position was that the organization's participants provided space for posting content free of charge - there was no commercial advertising in the project.
The next example of a large-scale social advertising campaign is the AIDS prevention movement. This project was carried out in Moscow in 1997-1998. The organizer was the international organization "Doctors Without Borders". The campaign involved many channels: TV commercials, outdoor advertising, printed brochures. At the end of the project, sociological surveys were conducted, which showed the effectiveness of the events.
More than 20 years have passed since the first projects in the field of social marketing were completed. However, the methods of such advertising campaigns have hardly developed since then. The development of social marketing in Russia is reduced to charity and sponsorship projects.
In the Russian Federation, social projects are mainly carried out by large companies: Rosbank, Alfa-Bank, Svyaznoy, VimpelCom, Gazprom, Lukoil, Norilsk Nickel, Wimm-Bill-Dann. These organizations support initiatives in the environmental, cultural, and social spheres.
Such activities are carried out through contributions to charitable foundations or direct purchases of necessary items for organizations in need (kindergartens, sports sections, clinics and other institutions). But such activities cannot be classified as social marketing, since these actions are not tied to the goods and services of companies.
Social marketing implies not only solving socially significant problems, but also making a profit for the business that has organized a particular project. That is why clients should be aware of your social campaigns, and ideally, participate in them.
However, there are examples of the application of classical social marketing methods in Russia. For example, the company "Explay" decided to change the packaging of its products to a more environmentally friendly, although less flashy one. The new material quickly decomposes and has a minimal ecological footprint.
An interesting example of social marketing is the campaign of the Vinap plant, which produces the beer "Tovarisch Bender". As part of the campaign developed by marketers, a motor rally was held along one of the most broken streets of Novosibirsk. The social goal of the campaign was to attract the attention of the authorities to the problem of the condition of the road surface. As a result, beer sales increased, and the road was soon repaired.
The main trends of social marketing in Russia today are the promotion of a healthy lifestyle, compliance with traffic rules, the development of civil society and honest relations with the state. In addition, public attention is drawn to patriotism, love for native nature, strengthening family values, increasing the birth rate, responsibility for society, including for low-income citizens.
Competent use of social marketing methods allows not only to increase the loyalty of existing customers, but also to attract the attention of new groups of the population to the company's products. The social side of marketing is of particular importance for large companies, which, thanks to the use of such a strategy, increase the recognition of their brand.
Sponsorship is the most common element of social marketing. Within this area, the main focus is on supporting certain social groups (for example, low-income citizens) and promoting socially significant events.
Fundraising . This term implies the collection insurance leads for seniors of funds and other resources from legal entities and individuals. The purpose of these events is to improve the life of society as a whole or individual segments of the population. Fundraising involves collective collections of donations and various competitions for grants.
Sales promotion - this element implies that the audience should have a feeling of involvement in the project after purchasing the product.
The beginning of the era of social marketing for our country was the launch of the project "Call your parents". The programs began to be broadcast in 1994. At that time, all channels of central television participated in the project. The beginning of this initiative was laid in 1992 in Moscow, when the advertising firm "Domino" established a public council.
The members of the council included representatives of the editorial boards of the newspapers: Komsomolskaya Pravda, Sem'ya, Trud, and Vestnik Charitable.
In addition, the organization included major Russian TV channels and radio stations (NTV, Ostankino, Europa Plus, Radio Rossii, and others). The main task of the council was to create a social advertising campaign on a national scale. The fundamental position was that the organization's participants provided space for posting content free of charge - there was no commercial advertising in the project.
The next example of a large-scale social advertising campaign is the AIDS prevention movement. This project was carried out in Moscow in 1997-1998. The organizer was the international organization "Doctors Without Borders". The campaign involved many channels: TV commercials, outdoor advertising, printed brochures. At the end of the project, sociological surveys were conducted, which showed the effectiveness of the events.
More than 20 years have passed since the first projects in the field of social marketing were completed. However, the methods of such advertising campaigns have hardly developed since then. The development of social marketing in Russia is reduced to charity and sponsorship projects.
In the Russian Federation, social projects are mainly carried out by large companies: Rosbank, Alfa-Bank, Svyaznoy, VimpelCom, Gazprom, Lukoil, Norilsk Nickel, Wimm-Bill-Dann. These organizations support initiatives in the environmental, cultural, and social spheres.
Such activities are carried out through contributions to charitable foundations or direct purchases of necessary items for organizations in need (kindergartens, sports sections, clinics and other institutions). But such activities cannot be classified as social marketing, since these actions are not tied to the goods and services of companies.
Social marketing implies not only solving socially significant problems, but also making a profit for the business that has organized a particular project. That is why clients should be aware of your social campaigns, and ideally, participate in them.
However, there are examples of the application of classical social marketing methods in Russia. For example, the company "Explay" decided to change the packaging of its products to a more environmentally friendly, although less flashy one. The new material quickly decomposes and has a minimal ecological footprint.
An interesting example of social marketing is the campaign of the Vinap plant, which produces the beer "Tovarisch Bender". As part of the campaign developed by marketers, a motor rally was held along one of the most broken streets of Novosibirsk. The social goal of the campaign was to attract the attention of the authorities to the problem of the condition of the road surface. As a result, beer sales increased, and the road was soon repaired.
The main trends of social marketing in Russia today are the promotion of a healthy lifestyle, compliance with traffic rules, the development of civil society and honest relations with the state. In addition, public attention is drawn to patriotism, love for native nature, strengthening family values, increasing the birth rate, responsibility for society, including for low-income citizens.
Competent use of social marketing methods allows not only to increase the loyalty of existing customers, but also to attract the attention of new groups of the population to the company's products. The social side of marketing is of particular importance for large companies, which, thanks to the use of such a strategy, increase the recognition of their brand.