A SELF-PROMOTING PR CAMPAIGN BY OZON

The aim of this study is to examine the self-promoting PR campaign conducted by the online retailer Ozon, focusing on its objectives, strategies, and outcomes. The research methods involve analyzing the campaign's promotional materials, media coverage, and customer responses. The results reveal that Ozon's PR campaign effectively increased brand visibility and customer engagement. The campaign employed various strategies, such as influencer collaborations, interactive experiences, and creative storytelling, resulting in a positive impact on the brand's image and customer perception. The novelty of this study lies in its specific focus on a self-promoting PR-campaign in the context of e-commerce. It provides insights into the efficacy of strategic communication and brand building in a highly competitive market. The findings have implications for businesses in the e-commerce industry, demonstrating the importance of utilizing innovative PR techniques to differentiate themselves and establish a loyal customer base. Recommendations include leveraging storytelling techniques, collaborating with influential individuals, and engaging customers through interactive experiences for enhanced brand awareness and customer loyalty. In conclusion, the selfpromoting PR campaign executed by Ozon showcases the significance of effective communication strategies in the e-commerce sector. By implementing innovative approaches, brands can successfully differentiate themselves and gain a competitive edge. This study emphasizes the value of strategic PR campaigns and provides practical recommendations for businesses seeking to enhance their brand image and engagement within the online marketplace.