TASK
Develop a creative concept to promote the Cillit Bang product
Reveal “Cleaning is thrilling” brand positioning
Develop a special project with the involvement of relevant opinion leaders
IDEA
First YouTube Show "Dance for a Million!"
/in a category of household cleaners/
with classic mechanics of the UGC contest with an obvious dream prize of 1 million rubles with popular blogger Sergey Mezentsev.
IMPLEMENTATION
360-campaign:
4 episodes of Show on YouTube
Special project with promo on OZON.ru
Content creators on SM
Micro- and macro-bloggers support
RESULTS
360-campaign
5 mio episode views
% of video inspections is 80% higher than the benchmark
1:16 average episode viewing
Brand Lift
+2.13% Favorability
+2.55% Ad recall
Develop a creative concept to promote the Cillit Bang product
Reveal “Cleaning is thrilling” brand positioning
Develop a special project with the involvement of relevant opinion leaders
IDEA
First YouTube Show "Dance for a Million!"
/in a category of household cleaners/
with classic mechanics of the UGC contest with an obvious dream prize of 1 million rubles with popular blogger Sergey Mezentsev.
IMPLEMENTATION
360-campaign:
4 episodes of Show on YouTube
Special project with promo on OZON.ru
Content creators on SM
Micro- and macro-bloggers support
RESULTS
360-campaign
5 mio episode views
% of video inspections is 80% higher than the benchmark
1:16 average episode viewing
Brand Lift
+2.13% Favorability
+2.55% Ad recall
