ALL PARENTS ARE VIRGINS Kufar Market Place

There are three whales between classifieds: Schibsted Media Group (SMG), eBay, Craigslist.

SMG placed resources in 30 countries of Europe, South America and Asia.

Kufar is Belarusian representative of the SMG, it is the biggest marketplace in Belarus and the 3d popular online-platform in our country (1 000 000 unique users per month).

COMPANY BACKGROUNDUNPFA initiative serves the global goal of promoting the right of every man woman and child to enjoy a life of health and equal opportunities.

CURRENT SITUATION & PROBLEM• the chapter of the reproductive system appeared in the textbook of anatomy for the first time in 1986.

• there was no SEX in the USSR but we’ve survived.

• till now there is no any course about sexual safety or contraception at education program.

• only 13% of teens from 14-18 spoke with their parents about THAT.

• parents usually start conversation with teens post f*ctum their experience (usually bad).

TARGET INSIGHTTARGET AUDIENCE - VIRGIN PARENTS

Who really can’t find words to tell their Teen-children how to keep

sex life safe and happy they still feel uncomfortable to

speak about sex with each other and they’ve never discussed THAT topic with their parents.

I wanna my teen-child know about sex education but I had no

experience in discussion of THAT topic so I try to avoid this

conversation.

MANIFEST: WHAT THEY REALLY NEED? All parents are virgins! And it’s ok… Вut we can help them to make easier their “first time”.

We help them to start the dialogue with their teen-children in trust (edited).

NEW messages: You know, you’ll never be totally ready for THAT. Share what you care!

All we need is F*Q!

HELLO FROM THE OTHER SIDE (TEENS FOR PARENTS): Hey, we try to be independent but we still need your advice or approval.

PRODUCT SOLUTION: KUFAR FAMILY ACCOUNTKufar family account helps all members of family be in touch and share with each other goods and other Kufar content.

Benefits of the account:- special offers from Kufar partners - BIG sale day for family - ideas lists with real goods what to present for mum/dad/teen - wish lists!!!! - group massager for family discussions - Teaching content of THAT topics - special Kuffs and promotion prises

HUB (Family Kufar

Account)

MUMBERS INFO Family Chat

Special Offers From Partners

mom dad son

• geolocation, • KUFS(special Kufar currency), • interests, • family buys

• BIG sale day for family • Ideas lists with real goods

what to present for mum/dad/teen

• Wish lists!!!! • Special promotion services

• hot topics • family fun • vlogs F*Q (opinion leaders advice) • tests (fun) • trends (who is Biber’s girfliend?)

Sharing Academy

SHARE WHAT YOU CARE!

CHERRY BOMB! F*Q THE CONSTRAINTIt’s very important for families to share news, interests and useful content. But the most important to share with each other experience and knowledge, to do be open and frankly with each other because all the topics are natural.

So we suggest our family account users to pay attention to discussion through the dialogue.

Solution: When our family members will be at home we send them an invitation to F*Q without the constraint!

They will have no opportunity to escape the question and try to start this topic. and we help our parents to get right informations and right words to speak about everything.

DELIVERABLES AND BUDGET

CAMPAIGN OBJECTIVES • Promotion promotional articles from bloggers and opinion

leaders • Writing education materials with the experts in the field of

sex education, reproductive health and contraception (psychologist, sexologist, medicines, etc.)

• Creation and promotion of the game content: tests, trends and news by topic

• SMM

BUDGET €90 000 Production €120 000 PR / Media €45 000 BTL-event

KPI’s • At least 50 000 Family accounts on Kufar +20% Visits

on Kufar • To increase revenue on Kufar promotion services per

thousand inserted ads from 25€ to 40€ in a months • Top of Mind 40% (now 34%)

DELIVERABLES Own (incl. Kufar + Social media) TV / Radio / Print / planPR planDigital and social media plan