Russia's largest marketplace Wildberries has launched its first large-scale image campaign under the slogan "People choose". A new stage in the company's communication strategy is aimed at strengthening people's brand positioning and emotionally rethinking its role in the daily lives of millions of users.
The central element of the campaign was a video clip built around a simple but deeply recognizable phrase - "I wish", expressing the innermost desire. The plot of the video tells about the transformation of the consumer experience in Russia-from street markets with fitting clothes on cardboard to digital platforms with convenient pick-up points and instant access to goods. The role of narrator is played by Wildberries founder Tatiana Kim.
According to the company's representatives, the campaign reflects life without embellishment: ordinary people, real stories, and the usual rituals of online shopping. In the center of the story is not the brand as an advertising hero, but the user for whom Wildberries has become a reliable assistant and part of their daily routine.
Internal research of the company shows that the brand has acquired an organic "folk" positioning over the years of its existence. Its image was formed not through advertising slogans, but through memes, everyday jokes, user experience, and cultural associations. This is exactly what became the foundation of the "People choose" campaign.
As the company emphasizes, Wildberries today is not just a service, but a familiar environment in which a person can perform almost any "I wish". Regardless of age, interests, or life circumstances, the platform remains a universal tool for meeting everyday needs.
According to the company itself, Wildberries serves 79 million users every month. Mass engagement and trust in the brand were the key arguments for launching the first ever image communication service. The campaign focuses on the emotional connection that the company has built over the years, often not through marketing budgets, but through the real experience and daily practice of customers.
The new stage of Wildberries ' positioning, according to the project team, reflects the desire for a more mature, meaningful dialogue with the audience — in the language of familiar stories, simple desires and everyday decisions.
