We intended the special project to be a platform for love confessions, and for this purpose, we set up a digital Valentine card constructor on a dedicated website. Everyone could create their own valentine and upload it to the gallery of romantic confessions. First of all, this is plain fun. Secondly, such UGC mechanics work well to engage a user in a dialog with the brand.

The participants participated in a raffle of NFT-arts by famous artists Ellen Sheidlin, Daria Fedorova, and Vladimir Vikhrov. We got our users to feel like the new Tretyakovs and Morozovs (renowned XIX-century Russian art collectors), and the project became more vivid and high-profile media-wise. So much so that even Paris Hilton liked an Instagram post about the project.

Just three days after the launch, there were 50,000 Valentine’s cards in the gallery! 40% of users who have left romantic confessions have activated promotional codes for VK Combo subscriptions, including discounts on taxi rides with Citymobil. 14 people received NFT cards. In total, more than 100,000 unique users visited the project page.