In 2023, the internal FONBET team approached IGM with a request to completely overhaul the social media presence of the "DobroFON" charitable program, which for more than 5 years has been helping to develop sports in Russia and providing support to those who need it most: the elderly, children in orphanages, boarding schools, and athletes with disabilities.
Despite its long-standing charitable mission, DobroFON's social media at the time of the request were underdeveloped and felt abandoned. There was no systematic posting and no lively audience response. We carried out a deep analysis of the problems and only then moved on to a content strategy. Its goal was ambitious: breathe life into the social media accounts, lower CPA, and attract active followers.
However, the key outcome turned out to be not in the metrics, but in the fact that the DobroFON team felt a real response from followers and scaled their good deeds far beyond the original plans. IGM's task was to make DobroFON not so much a source of information about charitable initiatives, but a place where users could receive positive emotions and inspiration.
Our content strategy included daily posting on three platforms, without weekends or holidays. We developed a visual identity, over 20 unique content series that combined educational, entertaining, and inspiring formats. The formula for success was simple: Instead of dry reports — touching stories.
Instead of formal posts — interactive content and challenges.
Instead of monotony — a broad set of content pillars. We also created a series of animated fairy tales, launched giveaways, covered offline events, and involved ambassadors, turning DobroFON's social media into a hub of attraction and participation.
The unifying thread of the strategy was an inclusive mascot — a red panda named Dobrofonya, which we designed to interact with the audience both in the digital environment and as a costumed character at offline events.
DobroFON regularly partners with competitions and organizes events focused on adaptive and inclusive sports for all ages. So it was especially important that the character could truly reflect the brand's values. During the character creation stage, Dobrofonya received the program's colors, a prosthetic for one of its paws, and a big white heart on its chest.
We integrated the character into various content series, released animated clips, and created over 50 stickers featuring it. Its bright image immediately resonated with the audience — it became a favorite among children and adults alike, making the topic of inclusivity more accessible and natural for a broad audience. It perfectly fulfilled the role of a symbol of overcoming — everyone can be part of a big good deed, regardless of physical ability.
Content series featuring Dobrofonya averaged 10–20% higher reach and engagement than regular posts. The mascot has already visited more than 25 cities, charity events, gatherings, runs, and festivals, and stickers with the character have been used over 35,000 times, with 12,000 users installing them.
All the work done not only strengthened DobroFON's visual identity but also helped convey the project's mission more deeply, making the topic of inclusivity more accessible and natural for a wide audience.
