Cosmopolitan magazine served as partner to the basic IKRA Digital course of interactive communications in advertising.
Four teams of IKRA students from Moscow, St. Petersburg and Kiev worked for five months to come up with a digital strategy for developing and promoting the Cosmopolitan brand on the Internet. The students studied the audiences for the magazine and the website, analyzed competitors and also examined the behavior of the female readers. Each team presented a creative digital strategy for the Cosmo.ru site based on the information they had gathered.
The projects were presented in several stages, from an initial briefing to the final pitch of the idea before a qualified jury that included members of the marketing and Internet projects departments of the Cosmopolitan group of publications.
The judges gave the Dtribe team from Moscow first place, awarding it nine out of a possible 10 points. Second place went to both the Patrons team from Moscow and the Chain Re:Action team from Kiev. The Mauass team of St. Petersburg finished last. The magazine will use the best ideas presented by the teams in its marketing campaigns.