Dewar's
Russia
Europe
2019 - 2020
Cemented Dewar’s as the torchbearer of edutainment through Kseniya Sobchak’s informative and forthright YouTube show which is recognized for featuring famous individuals while discussing topical subjects with them. Dewar’s in Russia is positioned as an intelligent, mature and playful brand and focuses on creating content within the edutainment genre. Since Dewar’s is seamlessly integrated into such a show, the audience is urged to perceive Dewar’s as an intelligent and progressive brand; a brand that appeals to a personality that is always on the lookout to up their knowledge and skill set.
That's close to more than double of Moscow's population!
Comments suggested that the audience relatability between Kseniya and the brand was high.
That’s 15 long format content pieces on YouTube & Instagram.
The audience thoroughly appreciated her humour and this has helped station Dewar’s as an intelligent, mature and playful brand in the mind of consumers.
We tied up with Kseniya Sobchak – ex-politician, journalist and daughter of the first democratically elected mayor of Saint Petersburg, Anatoly Sobchak. But no, the content we created together was far from political.
She has a dynamic personality as she explores multiple roles: politician, TV anchor, journalist, socialite and actress. #DoubleIsBetter – Dewar’s brand messaging was tactfully brought out via integrations in her YouTube show through her straightforward yet witty style. The audience thoroughly appreciated her humour and this has helped station Dewar’s as an intelligent, mature and playful brand in the mind of consumers while capitalizing on edutainment as our genre.
Over and above the YouTube channel and keeping in mind the Covid-19 situation, Kseniya went live with her husband on Instagram to release a series on ‘how to survive a successful marriage during quarantine?’ in a humorous way. This way we also contributed to inspiring the audience to stay home while having fun and spending quality time with family members.
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