Putin turns on the rain
In 2014, the authorities shut down the only independent TV-channel Rain. Vladimir Putin publicly
declared to ease the censorship burden; the miracle hasn’t happened. Now Rain broadcasts via paid
A week before the regular press conference in 2018 we launched ‘Putin turns on the Rain’.
Everyone could get access to TV Rain’s broadcast if they demonstrated the president’s portrait to the
web camera. The state officials actively used Rain’s new feature, as they all have the necessary portrait
in their offices.
Result: media hype — posts, memes, reaction videos and photos. 14, 5 mln impressions, conversion rate
16.7%, for two weeks only the number of subscribers grew by 3.9 %.