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The 1st reality YouTube show for Home Credit Bank

Заказчик: Хоум Кредит Банк
Исполнитель: RTA
The 1st reality YouTube show for Home Credit Bank

Описание

An interactive YouTube reality show where 2 couples compete with each other for one million rubles, performing tricky tasks made up by the viewers.

Поставленная задача и ее решение

Goals: to increase financial awareness of millenials, convey to the audience the essence of complex banking products in simple language and present Home Credit Bank as a reliable helper.


Solution: HOME 2.0 SMART SHOPPING SHOW!

It’s the 1st reality YouTube-show, where everything depends on the audience. They could choose the participants of the show and the options of the quests for every episode on a dedicated landing page.

The hosts of the show were popular bloggers. To determine the pool of bank ambassadors, we used tribal marketing: we identified target brand tribes and conducted an extensive research to understand the habitats of these tribes on Youtube. To do this, we studied the content, statistics, and investigated the audience of popular channels in detail, which ultimately helped us identify the influencers that best fit the needs of the brand. As a result, we selected 5 famous YouTubers with millions of subscribers:

Dima Maslennikov (3.3 million subscribers)
Olga Medynich (2.2 million subscribers)
Max Brandt (1.3 million followers)
Timur Sidelnikov (1.7 million subscribers)
Nikolay Sobolev (4.5 million subscribers)

We posted one show a week on the Home Credit YouTube channel, and the invited hosts were regularly announcing the project on their channels.

Видео

Достигнутые цели и KPI по итогам запуска

13 million views;
16842 interactions with the video;
Average duration of the view — 8 minutes;
Depth of the view — 40%;
77% of those who entered the bank’s account — people from 18 to 34 years.

We drew the attention of the target audience of the bank, increased its awareness and introduced useful products of Home Credit Bank to the people interested.
Золото
• Лучший интегрированный проект
Tagline Awards 2018

Дата запуска

20 апреля 2018 года

Авторы

Алиса Задорожная
Яна Дудочкина
Артур Ахметов
Тихон Ерофеенко
Анастасия Бодрова
Анна Анестиади
Роман Сазонов
Юлия Иванова
Полина Виноградова
Александра Патюкова
Андрей Овсянников
Андрей Ершов
Михаил Вашкевич

Номинации

Интегрированные digital-проекты