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STRATEGY • PR • EVENT
Kuper
Comprehensive PR for Kuper (ex. SberMarket)
Client
Kuper (ex. SberMarket), a key player in the Russian e-grocery market, is a technology-driven service and a partner to over 150 federal and regional retail chains
Challenge
Developing and executing a sustained, high-impact PR strategy aimed at solidifying the brand's position as both a technology leader and a key business partner in the retail sector. This integrated approach encompasses the full spectrum of activities, from shaping the daily news agenda to large-scale events and special projects
objectiveS
  • Media presence
    To establish and operate a fully-functioning press office capable of generating a consistent stream of high-quality news stories
  • Target audience coverage
    To increase media coverage and the number of brand mentions in business and industry media
  • Positioning
    To position Kuper as an expert in the field of e-commerce and retail technologies
  • B2B communications
    To provide comprehensive support for key business events and product launches
Impact in Numbers
  • 10 000+
    The number of brand mentions during the year
  • 300+
    top managers of partners and brands are the offline audience of the SberMarket Day conference
  • 200 000+
    The number of «One-click» podcast listeners about e-commerce
  • 10+
    Prestigious awards: Runet Award, Retail Tech, Silver Mercury, etc.
How we Did it
The integrated approach encompassed media relations targeting both B2B and B2C audiences, event management, and engagement with new media.
Media agenda
  • Ongoing Content Generation: Sustained production of up to 10 weekly content outputs, including press releases, news pitches, expert commentary and articles
  • Strengthening Partnership Positioning: Driving joint media initiatives with key ecosystem players (e.g., SberPrime, SberSpasibo, Soyuzmultfilm, Rabota.ru) to reinforce our role as a partner of choice
  • Analyst Relations Program: Managing the disclosure of financial results and maintaining active engagement with leading research agencies (e.g., InfoLine, Data Insight, RBC) to co-author and publish industry reports and studies
Event Management and Support
  • Monthly participation in 5+ industry conferences and forums (e.g., Russian Retail Week, Retail Tech, RIF), involving both speaking engagements and sponsorship activities
  • Execution of proprietary events, most notably the flagship SberMarket Day 2022 business conference, which gathered key industry players
Launch of New Communication Channels
  • Development from the ground up of a dedicated B2B Telegram channel, growing its audience to over 5,000 subscribers
  • Production of three full seasons of "One-click," a podcast exploring the e-commerce landscape, establishing a new voice in the market
Results
  • Record-Breaking Media Reach
    350+ million – the total media reach achieved in 2022, representing a 20% growth versus 2021. The communications strategy successfully captured new audiences and channels, significantly boosting brand awareness
  • Growth in Brand Mentions
    10,000+ – the number of brand mentions recorded in 2022. This created a powerful effect of constant presence in the information space, driving an increase in top-of-mind awareness
  • Strengthening Partner Relations
    The SberMarket Day conference attracted an offline audience of 300+ top executives from partner companies and major brands. The event served as a key platform for reinforcing strategic relationships with retailers
  • Expertise and Leadership
    The company's market position was confirmed by receiving prestigious awards, including the Runet Prize, Retail Tech, and the Silver Mercury Award. These accolades underscore the company's leadership and innovative approach
How it was
SberMarket Day: event highlights
The Bottom Line
The systematic, multi-channel PR strategy not only delivered substantial growth in quantitative metrics
(reach and mentions) but also qualitatively strengthened Kuper's reputation as a driving force for innovation in e-commerce. This project exemplifies how effective PR functions as a tangible business asset, directly contributing to its market growth and leadership