Moscow, 31 October 2023 – X5 Group (“X5” or the “Company”, LSE and MOEX ticker: FIVE), a leading Russian food retailer, announces the launch of a proprietary blogging platform called Х5Blogger. The new tool from X5 Media — which is also developing X5’s online media platform Food.ru — will help brands to promote their products through partnerships with influencers, while also providing the most granular analytics available on the market to measure the financial impact of influencer marketing campaigns. X5Blogger will provide its users with the unique advantage of being able to track the impact of their campaigns on sales at X5 retail chains.
Some 80,000 bloggers have already registered with the platform, which offers two partnership formats centred on a CPA (cost per action) or CPP (cost per publication) model. Advertisers gain full access to relevant statistics via their personal account, where they can also adjust their offer, select bloggers to match their target audience, choose or change creatives, and track the campaign’s performance.
“Bloggers are an important part of modern marketing communications: they create content, advertise products, and become brand ambassadors. We have leveraged our experience and best practices to bring this exciting new tool to our partners. Through integration with the Food.ru platform and X5 retail chains, advertisers can unlock wider opportunities for promotion along with attractive partnership terms while benefitting from advanced analytics that help brands optimise costs and streamline marketing activities, thus boosting marketing return on investment,” said Nikolay Shestakov, Head of X5 Media.
In the future, X5 Media expects to build a brand community to bring together loyal Food.ru users, partners and bloggers.
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