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SMM marketer of the media "Reference" and author Max Lyzlov, a member of the "Dushny SMM" Telegram channel, shared his observations. His experience in social media allows him to gain a deeper understanding of current trends and promotion strategies. It's important to remember that the right approach to SMM can significantly improve the effectiveness of advertising campaigns and audience engagement. Excitement and a slight tremor in your hands, the thrill of anticipation—just one sticker left to complete the booklet for receiving a frying pan. This feeling is familiar to many. Every step toward the goal evokes awe and bewilderment, but it's precisely these moments that make the process especially memorable. It's important to remember that every small step brings us closer to the desired result. In the early 2010s, promotions offering small gifts with purchases in chain stores became a significant event in the retail industry. These promotions included not only stickers but also toys, accessories, collectible figurines, and other items. This phenomenon became a shining example of the successful work of marketers who sought to attract attention and win customer loyalty. Such offers helped to create an emotional connection between the brand and the customer, which significantly increased sales and strengthened the company's position in the market.
In today's world, promotions and special offers have become an integral part of the consumer experience. They regularly attract the attention of customers and become a reason for discussion at the checkout. However, the question arises: has the mechanics of promotions lost its relevance or has their frequent occurrence led to less focused customer attention? It is important to understand whether it is worth continuing to invest in customer loyalty through such promotions in 2025. The relevance and effectiveness of promotions require careful analysis to understand how they affect customer retention and the formation of their preferences.
- How collectible promotions gained popularity in Russian retail
- How to launch such promotions today so that they work
How collectible promotions gained popularity in Russian retail
Collection promotions are a prime example of behavioral marketing. This approach not only focuses on consumer logic but also actively leverages emotions, habits, and behavioral triggers. Collectible promotions can attract the attention of the target audience, creating a desire to collect specific items or participate in promotions. They contribute to brand loyalty and increase sales. Using collectible promotions in marketing strategies not only helps increase interest in the product but also creates an emotional connection with customers, which in turn fosters long-term customer relationships.
This approach is especially effective in industries where purchases are frequent and have an emotional component. This applies to retail, e-commerce, the entertainment industry, and subscription services. In these industries, consumers often make spontaneous decisions, guided by emotions or social influences. Optimizing content for these segments can significantly increase conversion rates and attract the attention of the target audience.
In collectible promotions, retailers often use a variety of well-known customer acquisition techniques. These strategies help generate interest in the product and drive sales. Limited-time offers, exclusive collections, and bonus programs can help increase customer loyalty and engagement. A key element of such promotions is creating a sense of uniqueness and value in consumers, which contributes to a positive brand image. Effective implementation of collectible promotions requires careful planning and target audience analysis, which ultimately leads to successful results for the retailer.
- They create artificial scarcity—the value of the offer increases if the promotion is limited in duration and there are fewer products than buyers.
- They trigger the Zeigarnik effect in buyers—as soon as they start collecting, they strive to finish it to relieve stress.
- They create social proof—customers want to join a community of collectors and avoid FOMO.
Triggers at the beginning of the sales funnel play a key role in attracting customers. They not only attract attention but also help establish an emotional connection with the brand. This, in turn, has a positive impact on key business metrics such as traffic, average order value, and overall revenue. This is why promotions based on such triggers are becoming increasingly popular among retailers. Using effective triggers not only increases sales but also builds customer loyalty to the brand.
One of the first examples of successful marketing campaigns in Russia was the "Dogs in Mugs" campaign run by the Perekrestok chain in 2010–2011. According to Kommersant, the use of stickers and toys in branded mugs contributed to a more than 10% increase in comparable sales. Additional consumer interest was generated by delivery delays: toy shortages forced customers to wait weeks for them. This campaign demonstrated how a clever combination of marketing and scarcity can significantly increase demand for products.
In 2015-2016, the popularity of "Sticky" toys at the Dixie chain of stores exploded. During the first wave of sales, 29 million figures were sold, and in the second wave, this figure increased to 36 million. According to RBC, the average purchase price increased to 500 rubles, and Dixie store traffic grew by 4-7%. The "Sticky" promotion contributed an impressive 20% to quarterly revenue. Social media also played a significant role in this success, becoming a platform for exchanging figurines and discussing collections among customers.
These cases demonstrated that even a small bonus can create a full-fledged emotional scenario for the buyer. However, over time, toys alone were no longer enough. Retailers, drawing on popular stories and worlds already familiar to the mass market, transformed the process of receiving gifts and collecting into an exciting adventure for consumers. This approach not only increases interest in products but also contributes to the formation of long-term relationships with customers.
In 2013, the O'Key supermarket chain launched an advertising campaign featuring characters from the Angry Birds game, which was extremely popular at the time. Over 16 weeks, the campaign led to a 4-5% increase in comparable sales. Furthermore, traffic in the "families with children" segment grew by approximately 6%. This campaign demonstrated the effectiveness of using popular cultural phenomena to attract customers and increase sales in retail.
The Lenta chain successfully embraced the trend and, in 2016, introduced a domino collection featuring characters from the popular cartoon "Smeshariki." A vibrant community dedicated to trading dominoes emerged on social media, eagerly joined by both children and their parents. Not only did it become a fun hobby, but it also fostered family bonding through shared play.
Retailers have begun to launch collectible figurines with new and unknown characters for sale. characters, but they faced challenges. Competitors using images from popular cartoons, games, and memes were consistently ahead. This underscores the importance of leveraging well-known characters for successful sales in the collectibles segment.
The 2020s have seen a decline in interest in packaged toys. Manufacturers need to adapt their products to ensure they remain relevant after purchase. This can be achieved by integrating toys into mobile apps, social media, and video games, which will create a deeper connection with consumers and increase engagement.
Magnet's 2021 campaign with the third wave of "Skrepysh" toys was a landmark event. Magnit had previously released collections with a similar name in 2019 and 2020, so the format was familiar: rubber emoji figures that users were eager to collect. This project attracted attention and became popular among buyers, which contributed to increased interest in the brand. Collectible figurines continued the tradition, combining elements of play and collecting, making them a coveted commodity for many.
At that point, working with collections reached a new level. This marked a significant advance in data management and organization. Effective use of collections opened up new horizons for analyzing and processing information. An era had dawned in which collections began to play a key role in various fields, such as artificial intelligence, big data, and machine learning. New approaches to working with collections contributed to improved information processing, which, in turn, positively impacted decision-making and optimized business processes.
- Digital mechanics were added. Along with offline figurines, virtual versions of the "Skrepysh" appeared in the Magnit mobile app. You could "animate" them, collect them in a digital album, and unlock animations. Additionally, rare items were added to the collection, activating new features in the app. This heightened excitement and turned every purchase into a chance to receive not only a toy but also a bonus.
- Gamification. A purchase was no longer the end of a promotion—it became the start of a game. After receiving a figurine, the user could continue interacting with it online: completing tasks in the app, completing missions, and trading with other participants. Thus, offline and online interactions merged into a single system, with the store serving as just the entry point into the world of "Skrepysh."
- Characters were integrated into brand content. "Skrepysh" appeared in social media posts, memes, and challenges, while users generated their own content: sharing photos of their collections, hosting contests, and making jokes. The promotions created a full-fledged news hook, which was picked up by the media and bloggers.
Over the course of several months, 249 million toys were sold, an average of 6 million per day. The chain's revenue increased by 1.8%, and the average check grew by 1.1%. More than 1 million users participated in the game with "Skrepyshki" in the app, and more than 350 thousand people completed all levels.
How to launch similar promotions today so that they work
Modern surprise toys have lost their original appeal and no longer evoke the same excitement. Promotions that once surprised have become commonplace and are perceived as background noise. To restore interest in these promotions, a new approach is needed. Let's consider several effective strategies that can be implemented in campaigns with collectible promotions to attract consumer attention and increase their engagement.
Heroes instead of bonuses. Successful marketing campaigns are often built around memorable characters. For example, in 2025, the Smeshariki collection from Vkusno—I Dot—generated great interest and excitement among customers, driven by the desire to own figurines of their favorite characters. Using well-known characters in promotions helps build customer loyalty and boost sales, as it makes the product more appealing and emotionally charged.
Seasonal campaigns actively attract consumer attention. Promotions timed to coincide with holidays or film and cartoon premieres have a stronger impact than permanent collections. These limited-time offers create a sense of exclusivity and urgency, which helps generate interest and drive sales. Effective use of seasonal promotions can significantly improve marketing results and increase engagement with the target audience.
Modular sets offer a unique opportunity to create new designs from individual elements. This is similar to the updated "Skrepysh" games, where basic pieces can be combined to form original shapes and objects. These sets encourage creativity and spatial thinking, giving users the opportunity to experiment and bring their ideas to life. Modular sets are ideal for both children and adults, allowing everyone to find something interesting and engaging in the assembly process.
Interactive packaging is an innovative solution that transforms an ordinary bag or box into an engaging play element. Using a QR code, users can access a special app where exciting tasks and adventures await. Cardboard packaging can be used as a playful location, making the process of interacting with the product even more immersive. This not only improves the user experience but also creates additional value for the brand, attracting attention and stimulating interest in the product. Interactive packaging opens up new horizons in marketing and promotes increased audience engagement. Reusing toys: It's wonderful when a toy serves not only as a souvenir but also as a keychain, accessory, or everyday item. Otherwise, it could quickly end up in a landfill. Supporting the concept of recycling helps reduce waste and gives new life to items that would otherwise be thrown away. Skillfully using old toys not only helps conserve resources but also develops creativity, allowing you to create unique and functional items. The main rule of a successful promotion is its integration into the brand ecosystem, allowing it to continue to exist beyond the store. This not only helps increase sales but also strengthens customer loyalty. It's important to create a promotion that's perceived not as a one-time bonus at the checkout, but as part of an overall consumer engagement strategy. This approach fosters long-term customer relationships and helps build lasting brand loyalty.
Launching promotions without an emotional component is inappropriate. Limiting promotions to offline formats without digital support is also ineffective. Copying other people's collections without first studying your audience reduces the likelihood of success. To achieve maximum impact, it's crucial to consider the emotional component, integrate digital channels, and deeply analyze the preferences of your target audience. This will allow you to create unique offers that resonate with consumers and contribute to brand growth.
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