The home appliance market in Russia faced growing distrust: consumers increasingly questioned the origin of products and the honesty of major sales campaigns. Our challenge was to turn M.Video’s White Friday into an event people could trust — and to emotionally communicate that all products in the retail chain are truly “white”: official, legal, and transparent.
To translate a rational message into an emotional one, we created an AI-powered mascot — the snow-white Samoyed named Belyash. He became the curator of White Friday and the main “price eater,” literally eating prices. The hero was seamlessly integrated into every element of the campaign: the video, social media posts, giveaways, and a sticker pack.
We based the concept on three key insights: ➀ people trust emotions more than promotions; ➁ animals in brand communication generate instant engagement; ➂ the wordplay “Samoyed → price eater → eats prices” makes the idea easy to remember.
Using AI technologies allowed us to preserve the concept even after the launch was moved a week earlier and within a minimal budget. As a result, the campaign gained a strong emotional core, built trust in the brand, and delivered record-breaking engagement.
We started with intrigue by posting a real job opening for a “Fluffy Director of the Special Operations Department,” featuring unusual requirements like “barking” and “being fluffy.” The format worked as light viral content and quickly attracted attention across Telegram channels.
A few days later, we officially introduced M.Video’s new employee and released an AI-generated video in a documentary-style office format. The hero checks deliveries, verifies certifications, and literally lowers prices with his paws. A cameo by Laysan Utyasheva, added using AI, further strengthened trust in the story.
Throughout the campaign, Belyash actively engaged with the audience: launching auctions, responding in comments, and involving users in the “price-eating” format.
We ran a series of six giveaways where participants could win products for just ₽1 by leaving the comment “I’m eating the price” before the final signal. The format went viral and delivered record engagement rates of up to 441%.
To extend the campaign’s lifespan, we created a branded sticker pack of 20 stickers, which users actively shared in comments, stories, and chats.
The campaign exceeded all expectations. Belyash became a true star of M.Video’s social media and proved that an AI mascot can generate genuine emotional engagement.
In numbers: 2,800 reactions, 773,000 comments, 430,000 views, 192% ERview, 353% ER, 1,900+ unique auction participants, 1,200+ sticker pack installations.
