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The PR-secret of Cat Woman and Professional Bed Warmer-girl

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My friend told me an anecdote about the Russian poet Sergey Yesenin who ordered the maid’s services with his colleague Marienhof in soggy St. Petersburg. Her main service was warming the beds for poets and then leaving.


Four days later, she quit the job because she was flabbergasted that she was never harassed and she hoped this would be the case.


This was a cute anecdote, and I decided to repeat it in modern-day Russia with my client – the landing web page LPgenerator.ru. We came up with the she-is-generator.ru site, found a “heroine” who would be a “cat woman” (or “bed warmer”), and launched this hoax in media: https://life.ru/964200


How many leads (potential queries) do you think she received on the first day? (the right answer: more than 200).


How many clients actually used her services? (the right answer: more than 0).


How much money do you think Viktoria Ivachyova made out of that hoax? (the right answer: more than 100,000 rubles or about $2,000).


These were fees paid to the young entrepreneur by media, foreign outlets prevailing (Chinese and German TV channels).


The result was over 50 publications, of which 15% were foreign press releases:


http://www.mirror.co.uk/news/weird-news/meet-worlds-first-professional-bed-9748489?ICID=FB_mirror_main


https://www.thesun.co.uk/living/2779994/worlds-first-bed-warmer-will-slip-between-your-sheets-in-her-pjs-and-let-you-watch-for-65-per-night-but-its-strictly-no-to-sex/


http://10ways.com/profit/alternative-jobs/woman-earns-1350-per-month-warming-beds-with-her-body-heat


http://www.ibtimes.co.uk/professional-bed-warmer-charges-65-night-bizarre-new-entrepreneurial-idea-1604865


https://v.qq.com/x/page/o03710lkpwq.html


http://navbharattimes.indiatimes.com/world/asian-countries/meet-the-professional-who-warms-beds-for-a-price/articleshow/56980815.cms


http://www.nai2.com/dailymail/8617.html


http://maharashtratimes.indiatimes.com/lifestyle-news/sex-news/viktoria-ivachyova-believed-to-be-the-worlds-first-professional-human-bed-warmer/articleshow/56981621.cms


http://www.odditycentral.com/news/the-human-bed-warmer-russian-woman-offers-bed-warming-services-for-single-men.html


http://www.bhaskar.com/news/KZHK-meet-professional-bed-warmer-news-hindi-5521933-PHO.html


http://www.emirates247.com/offbeat/this-is-life/woman-becomes-world-s-first-professional-bed-warmer-2017-02-06-1.647720


http://indianexpress.com/article/trending/bizarre/human-bed-warmer-russian-woman-has-a-unique-job-making-beds-cosy-for-hotel-guests-but-its-not-profane-4519747/


http://usfinancepost.com/meet-Viktoria-ivachyova-the-worlds-first-professional-bed-warmer-27916.html


And others which you may google using the “Viktoria Ivachyova bed warmer” query.





It remains a mystery why the client was not happy with that effort.


The same can’t be said about Viktoria!


Contact Zoo Versus Video Studio. How Raccoon Helped Small Business Became World-famous?


And the latest episode: I helped my colleagues seed a story about a contact zoo being at law with a video studio. The point is that in the process of filming a video ad, another raccoon allegedly stripped a bra off the starlet and fell into a shock, refusing food and further engagement. This exasperated the zoo manager who decided to sue the studio.


After I sent a press release, I first had a call from Russia 1 TV channel, the Call Center program, which was later rewarded for “finding” a cool storyline. This call was followed by two others. A day later, we had an international fallout:


https://www.buzzfeed.com/rosebuchanan/he-just-wants-to-forage-in-trash-let-him-live?utm_term=.awK3zw3L8#.rl0BLlBM8


“Russian zoo sues advertising firm for ‘traumatizing’ rented raccoon in erotic photo shoot.”

http://www.telegraph.co.uk/news/2017/03/16/russian-zoo-sues-advertising-firm-traumatising-rented-raccoon/


“This Raccoon Is Extremely Uncomfortable with Being Featured in A Naked Video Ad”

http://collegecandy.com/2017/03/17/thomas-raccoon-naked-ad-art-msk-animals-arent-toys-zoo-details/


“Traumatized Russian Raccoon in Erotic Video Scandal”!

http://www.iflscience.com/plants-and-animals/traumatized-russian-raccoon-in-erotic-video-scandal/


“Russian zoo sues ad agency for using raccoon in ‘erotic’ shoot.”

https://www.rt.com/viral/381057-raccoon-scandal-video-shoot/


http://www.euronews.com/2017/03/16/moscow-zoo-sues-after-nude-raccoon-photoshoot



My friends from the art-msk.ru video studio visited by 100 users a day, on average, recorded a sharp surge: they had 1,000 visits first, then 6,000, then 15,000, and then their meters stopped counting, baffled by mounting figures.


This was not the end of the story, though. The video studio filed a counter lawsuit against the zoo because their “profligate” raccoon mangled the actress’ lingerie. That news was not such an astounding success, even though it featured in about 10 national periodicals.


It did not even occur to the readership of BuzzFeed this was just a PR stunt:


Explosive PR. Secrets of Outrageous PR-Stunts from Russia with Love for Positive News

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