1698 lines
93 KiB
HTML
1698 lines
93 KiB
HTML
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<title>SOTRUEfashion — Никаких танцев в Reels</title>
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<meta itemprop="author" content="Haraldur Thorleifsson"/>
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<meta itemprop="datePublished" content="2025-05-06T20:56:00+0000"/>
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<path d="M11.05 7.1591C7.04096 5.60456 1.05005 4.95001 1.05005 4.95001C6.20459 7.89547 9.41368 10.4318 11.05 16.4864C12.6864 10.35 15.8955 7.81365 21.05 4.95001C21.05 4.95001 15.0591 5.60456 11.05 7.1591Z" />
|
||
</symbol>
|
||
|
||
</svg>
|
||
|
||
<div class="sqs-announcement-bar-dropzone"></div>
|
||
|
||
<div class="header-announcement-bar-wrapper">
|
||
|
||
<a
|
||
href="lla-restaurant-opens.html#page"
|
||
class="header-skip-link sqs-button-element--primary"
|
||
>
|
||
Skip to Content
|
||
</a>
|
||
|
||
|
||
|
||
<style>
|
||
@supports (-webkit-backdrop-filter: none) or (backdrop-filter: none) {
|
||
.header-blur-background {
|
||
|
||
|
||
}
|
||
}
|
||
</style>
|
||
<div
|
||
class="header-border"
|
||
data-header-style="dynamic"
|
||
data-header-border="false"
|
||
data-test="header-border"
|
||
style="
|
||
|
||
|
||
|
||
|
||
"
|
||
></div>
|
||
<div
|
||
class="header-dropshadow"
|
||
data-header-style="dynamic"
|
||
data-header-dropshadow="false"
|
||
data-test="header-dropshadow"
|
||
style=""
|
||
></div>
|
||
|
||
|
||
|
||
<div class='header-inner container--fluid
|
||
|
||
|
||
|
||
header-mobile-layout-logo-left-nav-right
|
||
|
||
|
||
|
||
|
||
|
||
|
||
header-layout-nav-right
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
'
|
||
data-test="header-inner"
|
||
>
|
||
<!-- Background -->
|
||
<div class="header-background theme-bg--primary"></div>
|
||
|
||
<div class="header-display-desktop" data-content-field="site-title">
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<!-- Social -->
|
||
|
||
|
||
|
||
<!-- Title and nav wrapper -->
|
||
<div class="header-title-nav-wrapper">
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<!-- Title -->
|
||
|
||
<div
|
||
class="
|
||
header-title
|
||
|
||
"
|
||
data-animation-role="header-element"
|
||
>
|
||
|
||
<div class="header-title-text">
|
||
<a id="site-title" href="news.html" data-animation-role="header-element">SOTRUEfashion</a>
|
||
</div>
|
||
|
||
|
||
</div>
|
||
|
||
|
||
|
||
<!-- Nav -->
|
||
<div class="header-nav">
|
||
<div class="header-nav-wrapper">
|
||
<nav class="header-nav-list">
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<div class="header-nav-item header-nav-item--collection header-nav-item--active">
|
||
<a
|
||
href="news.html"
|
||
data-animation-role="header-element"
|
||
|
||
aria-current="page"
|
||
|
||
>
|
||
Новости
|
||
</a>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<div class="header-nav-item header-nav-item--collection">
|
||
<a
|
||
href="about.html"
|
||
data-animation-role="header-element"
|
||
|
||
>
|
||
О проекте
|
||
</a>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<div class="header-nav-item header-nav-item--collection">
|
||
<a
|
||
href="contact.html"
|
||
data-animation-role="header-element"
|
||
|
||
>
|
||
Контакты
|
||
</a>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
|
||
</nav>
|
||
</div>
|
||
</div>
|
||
|
||
|
||
</div>
|
||
|
||
|
||
<!-- Actions -->
|
||
<div class="header-actions header-actions--right">
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<div class="showOnMobile">
|
||
|
||
</div>
|
||
|
||
|
||
<div class="showOnDesktop">
|
||
|
||
</div>
|
||
|
||
|
||
</div>
|
||
|
||
|
||
|
||
|
||
<style>
|
||
.top-bun,
|
||
.patty,
|
||
.bottom-bun {
|
||
height: 2px;
|
||
}
|
||
</style>
|
||
|
||
<!-- Burger -->
|
||
<div class="header-burger
|
||
|
||
menu-overlay-does-not-have-visible-non-navigation-items
|
||
|
||
|
||
|
||
no-actions
|
||
|
||
" data-animation-role="header-element">
|
||
<button class="header-burger-btn burger" data-test="header-burger">
|
||
<span hidden class="js-header-burger-open-title visually-hidden">Open Menu</span>
|
||
<span hidden class="js-header-burger-close-title visually-hidden">Close Menu</span>
|
||
<div class="burger-box">
|
||
<div class="burger-inner header-menu-icon-tripleLineHamburger">
|
||
<div class="top-bun"></div>
|
||
<div class="patty"></div>
|
||
<div class="bottom-bun"></div>
|
||
</div>
|
||
</div>
|
||
</button>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
</div>
|
||
<div class="header-display-mobile" data-content-field="site-title">
|
||
|
||
|
||
<!-- Social -->
|
||
|
||
|
||
|
||
<!-- Title and nav wrapper -->
|
||
<div class="header-title-nav-wrapper">
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<!-- Title -->
|
||
|
||
<div
|
||
class="
|
||
header-title
|
||
|
||
"
|
||
data-animation-role="header-element"
|
||
>
|
||
|
||
<div class="header-title-text">
|
||
<a id="site-title" href="news.html" data-animation-role="header-element">SOTRUEfashion</a>
|
||
</div>
|
||
|
||
|
||
</div>
|
||
|
||
|
||
|
||
<!-- Nav -->
|
||
<div class="header-nav">
|
||
<div class="header-nav-wrapper">
|
||
<nav class="header-nav-list">
|
||
|
||
|
||
|
||
|
||
<div class="header-nav-item header-nav-item--collection header-nav-item--homepage">
|
||
<a
|
||
href="../index.html"
|
||
data-animation-role="header-element"
|
||
|
||
>
|
||
Home
|
||
</a>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<div class="header-nav-item header-nav-item--collection">
|
||
<a
|
||
href="../work.html"
|
||
data-animation-role="header-element"
|
||
|
||
>
|
||
Work
|
||
</a>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<div class="header-nav-item header-nav-item--collection header-nav-item--active">
|
||
<a
|
||
href="../news.html"
|
||
data-animation-role="header-element"
|
||
|
||
aria-current="page"
|
||
|
||
>
|
||
News
|
||
</a>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<div class="header-nav-item header-nav-item--collection">
|
||
<a
|
||
href="../about.html"
|
||
data-animation-role="header-element"
|
||
|
||
>
|
||
About
|
||
</a>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<div class="header-nav-item header-nav-item--collection">
|
||
<a
|
||
href="../contact.html"
|
||
data-animation-role="header-element"
|
||
|
||
>
|
||
Contact
|
||
</a>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
|
||
</nav>
|
||
</div>
|
||
</div>
|
||
|
||
|
||
</div>
|
||
|
||
|
||
<!-- Actions -->
|
||
<div class="header-actions header-actions--right">
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<div class="showOnMobile">
|
||
|
||
</div>
|
||
|
||
|
||
<div class="showOnDesktop">
|
||
|
||
</div>
|
||
|
||
|
||
</div>
|
||
|
||
|
||
|
||
|
||
<style>
|
||
.top-bun,
|
||
.patty,
|
||
.bottom-bun {
|
||
height: 2px;
|
||
}
|
||
</style>
|
||
|
||
<!-- Burger -->
|
||
<div class="header-burger
|
||
|
||
menu-overlay-does-not-have-visible-non-navigation-items
|
||
|
||
|
||
|
||
no-actions
|
||
|
||
" data-animation-role="header-element">
|
||
<button class="header-burger-btn burger" data-test="header-burger">
|
||
<span hidden class="js-header-burger-open-title visually-hidden">Open Menu</span>
|
||
<span hidden class="js-header-burger-close-title visually-hidden">Close Menu</span>
|
||
<div class="burger-box">
|
||
<div class="burger-inner header-menu-icon-tripleLineHamburger">
|
||
<div class="top-bun"></div>
|
||
<div class="patty"></div>
|
||
<div class="bottom-bun"></div>
|
||
</div>
|
||
</div>
|
||
</button>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
|
||
</div>
|
||
</div>
|
||
</div>
|
||
<!-- (Mobile) Menu Navigation -->
|
||
<div class="header-menu header-menu--folder-list
|
||
bright-inverse
|
||
|
||
|
||
|
||
|
||
"
|
||
data-section-theme="bright-inverse"
|
||
data-current-styles="{
|
||
"layout": "navRight",
|
||
"action": {
|
||
"buttonText": "Get Started",
|
||
"newWindow": false
|
||
},
|
||
"showSocial": false,
|
||
"socialOptions": {
|
||
"socialBorderShape": "none",
|
||
"socialBorderStyle": "outline",
|
||
"socialBorderThickness": {
|
||
"unit": "px",
|
||
"value": 1.0
|
||
}
|
||
},
|
||
"menuOverlayTheme": "bright-inverse",
|
||
"menuOverlayAnimation": "fade",
|
||
"cartStyle": "cart",
|
||
"cartText": "Cart",
|
||
"showEmptyCartState": true,
|
||
"cartOptions": {
|
||
"iconType": "solid-7",
|
||
"cartBorderShape": "none",
|
||
"cartBorderStyle": "outline",
|
||
"cartBorderThickness": {
|
||
"unit": "px",
|
||
"value": 1.0
|
||
}
|
||
},
|
||
"showButton": false,
|
||
"showCart": false,
|
||
"showAccountLogin": false,
|
||
"headerStyle": "dynamic",
|
||
"languagePicker": {
|
||
"enabled": false,
|
||
"iconEnabled": false,
|
||
"iconType": "globe",
|
||
"flagShape": "shiny",
|
||
"languageFlags": [ ]
|
||
},
|
||
"iconOptions": {
|
||
"desktopDropdownIconOptions": {
|
||
"size": {
|
||
"unit": "em",
|
||
"value": 1.0
|
||
},
|
||
"iconSpacing": {
|
||
"unit": "em",
|
||
"value": 0.35
|
||
},
|
||
"strokeWidth": {
|
||
"unit": "px",
|
||
"value": 1.0
|
||
},
|
||
"endcapType": "square",
|
||
"folderDropdownIcon": "none",
|
||
"languagePickerIcon": "openArrowHead"
|
||
},
|
||
"mobileDropdownIconOptions": {
|
||
"size": {
|
||
"unit": "em",
|
||
"value": 1.0
|
||
},
|
||
"iconSpacing": {
|
||
"unit": "em",
|
||
"value": 0.15
|
||
},
|
||
"strokeWidth": {
|
||
"unit": "px",
|
||
"value": 0.5
|
||
},
|
||
"endcapType": "square",
|
||
"folderDropdownIcon": "openArrowHead",
|
||
"languagePickerIcon": "openArrowHead"
|
||
}
|
||
},
|
||
"mobileOptions": {
|
||
"layout": "logoLeftNavRight",
|
||
"menuIconOptions": {
|
||
"style": "tripleLineHamburger",
|
||
"thickness": {
|
||
"unit": "px",
|
||
"value": 2.0
|
||
}
|
||
}
|
||
},
|
||
"solidOptions": {
|
||
"headerOpacity": {
|
||
"unit": "%",
|
||
"value": 100.0
|
||
},
|
||
"blurBackground": {
|
||
"enabled": false,
|
||
"blurRadius": {
|
||
"unit": "px",
|
||
"value": 12.0
|
||
}
|
||
},
|
||
"backgroundColor": {
|
||
"type": "SITE_PALETTE_COLOR",
|
||
"sitePaletteColor": {
|
||
"colorName": "white",
|
||
"alphaModifier": 1.0
|
||
}
|
||
},
|
||
"navigationColor": {
|
||
"type": "SITE_PALETTE_COLOR",
|
||
"sitePaletteColor": {
|
||
"colorName": "black",
|
||
"alphaModifier": 1.0
|
||
}
|
||
}
|
||
},
|
||
"gradientOptions": {
|
||
"gradientType": "faded",
|
||
"headerOpacity": {
|
||
"unit": "%",
|
||
"value": 90.0
|
||
},
|
||
"blurBackground": {
|
||
"enabled": false,
|
||
"blurRadius": {
|
||
"unit": "px",
|
||
"value": 12.0
|
||
}
|
||
},
|
||
"backgroundColor": {
|
||
"type": "SITE_PALETTE_COLOR",
|
||
"sitePaletteColor": {
|
||
"colorName": "white",
|
||
"alphaModifier": 1.0
|
||
}
|
||
},
|
||
"navigationColor": {
|
||
"type": "SITE_PALETTE_COLOR",
|
||
"sitePaletteColor": {
|
||
"colorName": "black",
|
||
"alphaModifier": 1.0
|
||
}
|
||
}
|
||
},
|
||
"dropShadowOptions": {
|
||
"enabled": false,
|
||
"blur": {
|
||
"unit": "px",
|
||
"value": 12.0
|
||
},
|
||
"spread": {
|
||
"unit": "px",
|
||
"value": 0.0
|
||
},
|
||
"distance": {
|
||
"unit": "px",
|
||
"value": 12.0
|
||
}
|
||
},
|
||
"borderOptions": {
|
||
"enabled": false,
|
||
"position": "bottom",
|
||
"thickness": {
|
||
"unit": "px",
|
||
"value": 4.0
|
||
}
|
||
},
|
||
"showPromotedElement": false,
|
||
"buttonVariant": "primary",
|
||
"blurBackground": {
|
||
"enabled": false,
|
||
"blurRadius": {
|
||
"unit": "px",
|
||
"value": 12.0
|
||
}
|
||
},
|
||
"headerOpacity": {
|
||
"unit": "%",
|
||
"value": 100.0
|
||
}
|
||
}"
|
||
data-section-id="overlay-nav"
|
||
data-show-account-login="false"
|
||
data-test="header-menu">
|
||
<div class="header-menu-bg theme-bg--primary"></div>
|
||
<div class="header-menu-nav">
|
||
<nav class="header-menu-nav-list">
|
||
<div data-folder="root" class="header-menu-nav-folder">
|
||
<div class="header-menu-nav-folder-content">
|
||
<!-- Menu Navigation -->
|
||
<div class="header-menu-nav-wrapper">
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<div class="container header-menu-nav-item header-menu-nav-item--collection header-menu-nav-item--active">
|
||
<a
|
||
href="news.html"
|
||
|
||
aria-current="page"
|
||
|
||
>
|
||
<div class="header-menu-nav-item-content">
|
||
Новости
|
||
</div>
|
||
</a>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<div class="container header-menu-nav-item header-menu-nav-item--collection">
|
||
<a
|
||
href="about.html"
|
||
|
||
>
|
||
<div class="header-menu-nav-item-content">
|
||
О проекте
|
||
</div>
|
||
</a>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
<div class="container header-menu-nav-item header-menu-nav-item--collection">
|
||
<a
|
||
href="contact.html"
|
||
|
||
>
|
||
<div class="header-menu-nav-item-content">
|
||
Контакты
|
||
</div>
|
||
</a>
|
||
</div>
|
||
|
||
|
||
|
||
|
||
|
||
</div>
|
||
|
||
|
||
|
||
|
||
</div>
|
||
|
||
|
||
|
||
</div>
|
||
</nav>
|
||
</div>
|
||
</div>
|
||
</header>
|
||
|
||
|
||
|
||
<main>
|
||
<div class="news-info">
|
||
<p class="news-info-data">
|
||
05.08.2025
|
||
</p>
|
||
|
||
<h1 class="news-title">
|
||
Никаких танцев в Reels. Что делать бренду, у которого «не работает инфлюенс-маркетинг»?
|
||
</h1>
|
||
|
||
<div class="news-content">
|
||
<div class="news-image fade-in">
|
||
<img src="images/news/13.jpg" alt="">
|
||
</div>
|
||
|
||
<p class="news-info-desc">
|
||
Разговор с Юлией Малявиной, сооснователем агентства LUNS<br><br>
|
||
|
||
— «Инфлюенсеры не работают», — говорит клиент.<br>
|
||
— «Покажите бренд», — отвечаем мы.<br><br>
|
||
|
||
Так начинается история, которую мы хотим рассказать. История про инфлюенс-маркетинг без танцев и челленджей, на примере бренда Eulalique и агентства LUNS.
|
||
</p>
|
||
|
||
<div class="news-info-desc news-info-texts">
|
||
<div class="news-info-text-container">
|
||
<p class="news-info-text-title">
|
||
Исходные данные
|
||
</p>
|
||
|
||
<p class="news-info-text">
|
||
Eulalique — марка с философией slow fashion, собственным производством, репутацией тихой эстетики.<br>
|
||
Нет логомании. Нет агрессивных слоганов.<br><br>
|
||
|
||
Есть швы, в которые хочется вглядеться.<br>
|
||
Есть ткани, с которыми ведут диалог.<br>
|
||
Есть женщины, которые выбирают быть внутри смысла, а не тренда.<br><br>
|
||
|
||
А теперь представьте: такой бренд приходит в агентство и говорит:<br><br>
|
||
|
||
«Инфлюенсеры? Не работает. Никто не покупает после сторис. У нас не кликают.»
|
||
</p>
|
||
</div>
|
||
|
||
<div class="news-info-text-container">
|
||
<p class="news-info-text-title">
|
||
Проблема
|
||
</p>
|
||
|
||
<p class="news-info-text">
|
||
Не работает — не значит, что не нужно.<br>
|
||
Значит: нужна другая система координат — совместная история, конгруэнтность и правильные люди.
|
||
</p>
|
||
</div>
|
||
|
||
<div class="news-info-text-container">
|
||
<p class="news-info-text-title">
|
||
Что делает LUNS
|
||
</p>
|
||
|
||
<p class="news-info-text">
|
||
Мы задаём вопросы:
|
||
</p>
|
||
|
||
<ul>
|
||
<li>Для кого эта одежда?</li>
|
||
<li>Кто в ней выглядит собой?</li>
|
||
<li>Где эти люди живут — не географически, а эмоционально?</li>
|
||
<li>Какой их жизненный темп?</li>
|
||
<li>Что они делают в момент, когда открывают гардероб?</li>
|
||
</ul>
|
||
|
||
<p class="news-info-text">
|
||
И вот что выясняется:<br>
|
||
бренду Eulalique не нужны рекламные интеграции.<br>
|
||
Ему нужны союзники.<br>
|
||
Те, кто сам расскажет о вещи, как о личном опыте, а не как о контенте.<br>
|
||
</p>
|
||
</div>
|
||
|
||
<div class="news-info-text-container">
|
||
<p class="news-info-text-title">
|
||
Кого выбрали
|
||
</p>
|
||
|
||
<p class="news-info-text">
|
||
Мы не искали блогеров по охватам. Мы искали по взгляду.
|
||
</p>
|
||
|
||
<ul>
|
||
<li>Минималистичный архитектор из Новгорода с аудиторией 8 тыс подписчиков</li>
|
||
<li>Соведущая философского подкаста</li>
|
||
<li>Художница, реставрирующая керамику</li>
|
||
<li>Фотографка, снимающая пустые интерьеры</li>
|
||
</ul>
|
||
|
||
<p class="news-info-text">
|
||
У всех — микроскопическая аудитория. У всех —<br>органическая вовлечённость.<br>
|
||
И у всех — одежда Eulalique смотрится как вторая кожа, а не как костюм.
|
||
</p>
|
||
</div>
|
||
|
||
<div class="news-info-text-container">
|
||
<p class="news-info-text-title">
|
||
Стратегия
|
||
</p>
|
||
|
||
<ol class="news-info-text-list">
|
||
<li>
|
||
Жить, а не сниматься.<br>
|
||
Мы не присылали ТЗ, а обсуждали с героинями, что для них значит «быть одетой».
|
||
</li>
|
||
<li>
|
||
Рекламировать — нельзя — делиться.<br>
|
||
Истории не заканчивались ссылкой. Они начинались вопросами: «А где ты взяла эту рубашку?»<br>
|
||
Ответ звучал естественно: «Я знаю, из чего сделана эта вещь. Я видела, как её создавали.»
|
||
</li>
|
||
|
||
<li>
|
||
Оставить место в контенте для творчества.<br>
|
||
Ни одного промокода. Ни одной UTM-метки.<br>
|
||
Только рост поисковых запросов «Eulalique», сохранения и живые<br>
|
||
обсуждения в чатах.
|
||
</li>
|
||
</ol>
|
||
</div>
|
||
|
||
<div class="news-info-text-container">
|
||
<p class="news-info-text-title">
|
||
Результаты
|
||
</p>
|
||
|
||
<ul>
|
||
<li>Рост прямого трафика +47%</li>
|
||
<li>Подписки без розыгрышей: +19%</li>
|
||
<li>Интерес к архивным коллекциям х 3</li>
|
||
<li>Участие героинь в лукбуке следующего сезона</li>
|
||
</ul>
|
||
</div>
|
||
|
||
<div class="news-info-text-container">
|
||
<p class="news-info-text-title">
|
||
Вывод
|
||
</p>
|
||
|
||
<p class="news-info-text">
|
||
Инфлюенс-маркетинг не умер. Просто он больше не про влияние.<br>
|
||
Он про совместные истории, про настоящее, живое и в партнерстве.<br><br>
|
||
|
||
Про людей, которые окружают себя тем, что отражает их, без шума.<br>
|
||
Про агентства, которые видят в вещах не товар, а историю, в контенте – смысл.<br>
|
||
Про бренды, которые умеют слушать и играть «в долгую».<br>
|
||
</p>
|
||
</div>
|
||
|
||
<div class="news-info-text-container">
|
||
<p class="news-info-text">
|
||
Проект реализован при участии бренда Eulalique и агентства LUNS.<br>
|
||
Если вам ближе разговор, чем реклама — мы на связи.
|
||
</p>
|
||
</div>
|
||
</div>
|
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</div>
|
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|
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|
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<h2 class="item-pagination-title news-pagination-title preFade" style="transition-timing-function: ease; transition-duration: 0.9s; transition-delay: 0.552s;">Предыдущая новость</h2>
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