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Nasha ryaba

Product influencer campaign "Homilka Cheeeeck" for the "Nasha Ryaba" brand, which, through a mix of humor, lifestyle, and culinary expertise on Instagram, TikTok, and YouTube, convinced consumers of the product's value, exceeding planned reach by 160%.
Task
  • Communicate through influencers that chicken drumsticks are better than quarters – and explain why.
  • Show that Nasha Ryaba drumsticks aren’t just a tasty alternative, but also a “smart choice.” Why? Because they contain 20% more meat than quarters. That makes drumsticks not only more delicious, but also much more cost-effective.
Implementation
  • Ideally, the “Drumstick Cheeek” campaign wasn’t just about telling a large audience why drumsticks are superior to quarters. The goal was also to spark real engagement and conversation with the brand. Spoiler: it worked.
  • Instagram became the core platform for the campaign. But of course, it didn’t stop there.
  • We also teamed up with TikTok creators and collaborated with YouTubers popular among our target audience. The idea? To add a mix of fun and culinary expertise to the conversation.
  • In total, 14 Instagram influencers, 6 TikTok bloggers, and 3 YouTube projects joined the campaign. The main content pillars were lifestyle, cooking, and humor. After all, what’s chicken without a little fun?EndFragment
Result
  • The campaign reached almost 5 million consumers.
  • We overdelivered by +160% – which cut the cost per 1,000 contacts nearly in half.
  • The campaign’s engagement rate (ERR) hit an impressive 8.35%.

Creative agency Vivid

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