In 2025, Sibirskaya Kollektsiya launched a loyalty program where participants could win prizes by exchanging receipts from purchases of the brand's pelmeni. To promote the program, we created a unique pelmeni-flavored lip balm that only program members could receive. It went truly viral: we got 371 publications — nearly 4 million views, +4,668 new loyalty program members in one week, and a 6x increase in website traffic. With zero advertising spend!