The cooking battle with the Hot Thing

Главное о кейсе

The annual views KPI was completed in a week (4,900,000 views).
The special issue became the most popular in the Big Russian Boss Show season, and the brand received over 50% of completed views, with the benchmark of 20% of viewing advertising integration.
The special has made it to the second place of Youtube trends.

Бизнес-задача и ее решение

Apart from the business tasks that we faced (coverage, recognition, reaching the target audience) we needed to conduct an experiment, try a new way of integration among bloggers which will become more effective than the usual methods. We chose the influencers taking into consideration not only their channel statistics but also the proximity to the Tone of Voice of the brand.

It is a cooking battle with a viral advertising star.

Influencer-ambassador — Vitya-AKA, an influencer-meme.
Placement — the YouTube channel of the most famous Russian comic-rapper Big Russian Boss. In our collaboration with the Boss we developed a format that has proven successful for both parties. For the brand this is a native integration and almost 18-minute advertisement on the  channel of a blogger with millions of subscribers. For the Big Russian Boss this is a developed concept that has become the most watched video of the season which he has successfully used after.

The Cooking battle format sparked the interest of Big Russian Boss and his creative team. Together we worked at the concept of a special and as a result it became the most viewed in the season.

Прочая информация о кейсе

A themed special on the blogger's channel which made it possible to transform sponsor content into a real collaboration with a blogger.

Видео