Ozon Travel Always-on Influencer System

Ozon Travel is an online travel service within the Ozon ecosystem, one of the largest e-commerce platforms in Russia. The service allows users to book flights, train tickets, hotels and other travel services, while also providing solutions for corporate travel.

Its audience is just as diverse as its product offering — from young travelers and families to experienced travelers and corporate clients.

The challenge was to build an Always-On influencer strategy that could respond to different communication briefs while adapting each integration to the creator’s content style and audience — making Ozon Travel a natural and engaging part of their content.

Problem

Ozon Travel needed to maintain a consistent influencer presence while reaching very different B2C and B2B audiences.

Throughout the year, communication objectives ranged from brand awareness and seasonal travel occasions to specific destinations, hotels, promotions and corporate travel.

Isolated influencer campaigns could generate reach, but the brand needed a continuous and flexible system capable of matching each task with the right creators, platforms, formats and creative approach — while maintaining brand consistency.

Solution

We developed an 18-month Always-On influencer strategy built around three principles: the right creator, the right platform and the right creative execution for each brief.

For B2C audiences, Ozon Travel was integrated into travel, lifestyle, family, humor and entertainment content. For B2B audiences, communication focused on corporate travel and its business benefits.

The strategy covered nine platforms — YouTube, RuTube, Telegram, VK, TikTok, Likee, Dzen, Odnoklassniki and audio podcasts — using native posts, short- and long-form video, shows, interviews, podcasts and special projects.

We worked with micro-, macro- and top creators, celebrities and emerging talent across different niches. Creator selection went beyond audience size: we considered audience fit, platform, content style and how naturally Ozon Travel could become part of each creator’s content.

This created a flexible model where creators, formats and creative executions could change from one brief to another while the brand remained consistent.

Results

Over 18 months:

150M+ total campaign views
9 platforms
100+ creators
Up to 17 influencer integrations within a monthly campaign
100% of campaigns achieved their target KPIs
CPV 35% below the planned benchmark
Ozon Travel moved from separate influencer placements to a continuous system that matched each communication task with the right creator, platform, format and creative approach — keeping the brand relevant across different audiences and travel occasions.