Casestudy 2025
Yandex.Eats +
Mnogo Lososya
Yandex.Eats +
Mnogo Lososya
Yandex.Eats +
Mnogo Lososya
Branded gamified ad campaign for a leading Russian sushi delivery chain (“Mnogo Lososya” = “A Lot of Salmon”)
Built entirely — from creative to launch
Branded gamified ad campaign for a leading Russian sushi delivery chain (“Mnogo Lososya” = “A Lot of Salmon”). Built entirely — from creative to launch
Branded gamified ad campaign for a leading Russian sushi delivery chain (“Mnogo Lososya” = “A Lot of Salmon”). Built entirely — from creative to launch
Project Timeline
• 2 months from concept to launch
• Live for 2 weeks in the Yandex.Eats app
Reach
• 20M+ monthly active users
• 1M+ orders in a single day
Project Timeline
2 months from concept to launch
Live for 2 weeks in the Yandex.Eats app
Reach
• 20M+ monthly active users
• 1M+ orders in a single day
Background
Mnogo Lososya wanted to highlight their 7th anniversary with a special campaign inside Yandex.Eats — turning the occasion into a reason to order more
Background
Mnogo Lososya wanted to highlight their 7th anniversary with a special campaign inside Yandex.Eats — turning the occasion into a reason to order more
Brand Idea
“Gifts in Sevens” — a playful nod to the 7-year milestone, with themed rewards and mechanics inspired by the number seven
Brand Idea
“Gifts in Sevens” — a playful nod to the 7-year milestone, with themed rewards and mechanics inspired by the number seven
Business Goal
Boost overall revenue during the campaign period
Business Goal
Boost overall revenue during the campaign period
Marketing Objective
Increase brand visibility, attract new customers, and drive more repeat purchases from existing ones
Marketing Objective
Increase brand visibility, attract new customers, and drive more repeat purchases from existing ones
Target Audience
Urban food delivery users aged 25–45 — sushi lovers and loyal Mnogo Lososya fans
Target Audience
Urban food delivery users aged 25–45 — sushi lovers and loyal Mnogo Lososya fans
Design Objective
Create a joyful, mobile-first experience that blends branded storytelling with interactive mechanics — fully integrated into the Yandex.Eats ecosystem
Design Objective
Create a joyful, mobile-first experience that blends branded storytelling with interactive mechanics — fully integrated into the Yandex.Eats ecosystem
Step 1 — Ideation
Together with our creative team I developed a wide range of concepts for our strategy team
NB: concepts are shown in Russian, as presented to the client
Step 1 — Ideation
Together with our creative team I developed a wide range of concepts for our strategy team
NB: concepts are shown in Russian, as presented to the client
Step 2 — Ideation
Two of these concepts were later shortlisted and pitched to the client
Step 2 — Ideation
Two of these concepts were later shortlisted and pitched to the client
Step 3 — Ideation
The selected concept was based on an idea I had proposed during the ideation phase
Step 3 — Ideation
The selected concept was based on an idea I had proposed during the ideation phase
Step 4 — Implementation
After the concept was approved, we moved to the implementation phase — adapting the idea across all paid formats.
The entry point included three in-app surfaces: • Hero Banner • Pop-Up and Informer
All of them led to full-screen Stories, which served as a warm-up layer before users reached the interactive "landing"
The landing itself was a game — a sushi-themed slot machine experience designed to drive conversion
Step 4 — Implementation
After the concept was approved, we moved to the implementation phase — adapting the idea across all paid formats.
The entry point included three in-app surfaces: • Hero Banner • Pop-Up and Informer
All of them led to full-screen Stories, which served as a warm-up layer before users reached the interactive "landing"
The landing itself was a game — a sushi-themed slot machine experience designed to drive conversion
Step 5 — Implementation
I designed an in-app gamified mechanic — a sushi-themed slot machine that rewarded users with a discount.
The user journey included an intro screen, instructions, a slot animation, and win/loss scenarios
Step 5 — Implementation
I designed an in-app gamified mechanic — a sushi-themed slot machine that rewarded users with a discount.
The user journey included an intro screen, instructions, a slot animation, and win/loss scenarios
Live Product
Here’s how the experience looked in production — a real-time screen capture of the final game as launched in the Yandex.Eats app.
Once the discount was revealed, users landed on a branded product shelf from Mnogo Lososya and could redeem their promo on any item in the assortment
Live Product
Here’s how the experience looked in production — a real-time screen capture of the final game as launched in the Yandex.Eats app.
Once the discount was revealed, users landed on a branded product shelf from Mnogo Lososya and could redeem their promo on any item in the assortment
On your phone?
Tap below to play the game in your browser.
Live Product
Here’s how the experience looked in production — a real-time screen capture of the final game as launched in the Yandex.Eats app.
Once the discount was revealed, users landed on a branded product shelf from Mnogo Lososya and could redeem their promo on any item in the assortment
Live Product
Here’s how the experience looked in production — a real-time screen capture of the final game as launched in the Yandex.Eats app.
Once the discount was revealed, users landed on a branded product shelf from Mnogo Lososya and could redeem their promo on any item in the assortment
Live Product
Here’s how the experience looked in production — a real-time screen capture of the final game as launched in the Yandex.Eats app.
Once the discount was revealed, users landed on a branded product shelf from Mnogo Lososya and could redeem their promo on any item in the assortment
On your phone?
Tap below to play the game in your browser.
Team & My Role
The project was brought to life by a cross-functional team including • Strategy • Creative • Design • Marketing • Sales • Production • Editorial • Dev team.
I closely collaborated with all departments throughout the process — from early ideation to final release
Team & My Role
The project was brought to life by a cross-functional team including • Strategy • Creative • Design • Marketing • Sales • Production • Editorial • Dev team. I closely collaborated with all departments throughout the process — from early ideation to final release
Learnings
On this project, I learned to design and prototype Lottie animations — including the slot machine lever motion — and we expanded our use of motion graphics on the design side overall
Outcome
The project was positively received both inside Yandex.Eats and by the partner — Mnogo Lososya
Learnings
On this project, I learned to design and prototype Lottie animations — including the slot machine lever motion — and we expanded our use of motion graphics on the design side overall
Outcome
The project was positively received both inside Yandex.Eats and by the partner — Mnogo Lososya
Team & My Role
The project was brought to life by a cross-functional team including • Strategy • Creative • Design • Marketing • Sales • Production • Editorial • Dev team. I closely collaborated with all departments throughout the process — from early ideation to final release
Learnings
On this project, I learned to design and prototype Lottie animations — including the slot machine lever motion — and we expanded our use of motion graphics on the design side overall
Outcome
The project was positively received both inside Yandex.Eats and by the partner — Mnogo Lososya
