On December 4 2018, the final phase of the Digital PRactica educational project organized by the Moscow Polytechnic University, YouScan and ONE TOUCH with the support of the MTPP Guild on the Development of an Investment Environment for Business took place in the Moscow Chamber of Commerce and Industry.
During the autumn semester, students of the Advertising and Public Relations direction of leading Russian universities – Moscow State University named after MV Lomonosov, Moscow Polytech, REU named after G.V. Plekhanov, RSUH, RANH and GS, MAI and B & D – mastered the tools of Internet marketing and were trained in building a strategy for communicating the brand with the consumer.
During the project, students developed the skills of working with modern Social Media Listening tools and studied in depth the technologies of monitoring and analyzing social networks based on artificial intelligence, learned to identify consumer insights, hear and listen to the audience of the brand, gained experience with representatives of Internet marketing departments of large companies, and brought fresh look at the creative strategy of communication brands with the consumer.
The story of participants
On December 4th, the Interuniversity Round of Digital Practica was held, where the RSUH team won the Grand Prix and the title of the most creative team.The event took place at Petrovka, 15; The walls of the Moscow Chamber of Commerce and Industry hosted guests from teams from seven universities in Moscow: Moscow State University, Moscow Polytechnic Institute, Plekhanov Russian University of Economics, RGGU, RANEPA, MAI and the Institute of Business and Design.
The competition was to carry out a brief for three FMCG brands (L’Oreal, Mars and Royal Canin), create a communication strategy for them and protect projects in these categories.Anna Vovk, Chairman of the Committee for the Development of Investment Environment for Business of the Moscow Chamber of Commerce and Industry and Director General of National Distribution, welcomed the participants and opened the final stage of the competition with MTPP Vice-President Roman Dunko, who delivered instructions and wishes to students.
The finals of the project were judged by representatives of FMCG-brands and experts in the field of digital marketing and communications, namely: Maxim Fedyna brand manager of L’Oreal Paris, YouScan co-founder and marketing director Alexander Sirach, YouScan PR director, Elena Vinokurtseva, general director of ONE TOUCH Anatoly Emelyanov, head of category management at Mars, Anna Tkacheva, and key account manager at Royal Canin Russia, Sergey Korchmarik.
” Now, at that moment, when the competition is over, I analyzed all the work I did and the emotions that I received from participating in this event.
I do not regret that I decided to take part in Digital. On the contrary, it was an honor for me to become part of the team to develop the first serious project.
We had a chance to work in Youscan! This is an achievement in itself; the resource is intended for professionals and it is not easy for a student to access it. Many thanks, organizers!
For the entire competition, we certainly received valuable and very necessary knowledge, practice, which will be useful to us in future training and future profession
It was hard, because there was not enough knowledge and skills, but we always found a solution and sources to fill the missing gaps.But at the same time it was useful, interesting and fascinating – sometimes after discussions and research we forgot about everything, plunging headlong into the project, generating bold ideas and making them come to life.I sincerely wish that such contests were held in the future. ”- Tolstova Anastasia.
” I was very excited before the show. After all, the guys who are older and more experienced than us competed with us. During our presentation, I constantly looked at the faces of the jury, and it was so amazing to see what they liked and they really enjoyed our presentation. I am pleased to know that our efforts were not in vain and that they were appreciated. ”