Martini
Russia
Europe
2019
Nastya Ivleeva, one of Russia’s biggest creators integrated Martini Fiero in her celebrated talk show on YouTube – The Agent Girl Show, in her own fun & quirky way showing everyone just why she’s the top creator in Russia. In addition to that, we also created an hour-long star-studded New Year episode filled with games, sketches, musical performances and loads of laughs to position it as the ultimate celebratory drink.
The New year vlog crossed 2 million views within 1 day of release!
We reached out to 6 million unique viewers through just 1 campaign, that's more than Saint Petersburg’s entire population!
Instagram contributed to 60% of the campaign’s conversations.
We were able to increase spontaneous digital campaign awareness from 5% in FY’19 to 16% in FY’20.
Nastya Ivleeva – Russia’s biggest female creator and chat-show host integrated Martini Fiero and Asti in her celebrated talk show on YouTube – The Agent Girl Show. We created a series of fun and engaging short sketches in between her show to introduce the world to Martini Fiero & Tonic. Apart from her show on YouTube, we created top-of-mind awareness through her Instagram with constant posts with the brand to her 15 million followers. Through this campaign, we were able to increase spontaneous digital campaign awareness from 5% in FY’19 to 16% in FY’20. We also saw the digital campaign awareness increase from 31% in FY’19 to 54% in FY’20.
In Russia, New Year is often grander and even more widely celebrated than Christmas and so we collaborated with Nastya Ivleeva once again and with her versatile, humorous & quirky show – we created an hour-long New Year’s show with some spectacular moments with Martini. This content piece involved not only Nastya but also leading creators from the spheres of comedy, music and creators who came together for the common cause of celebrating the new year along with Martini Asti which was positioned as the ultimate party starter. This show was further amplified across Instagram via posts and stories from guests and Nastya which resulted in an impactful outcome.
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