Crunches rand HrusTEAM always looks for the nonstandard tools and formats of communication with the new generation - Zoomers
To develop a digital communication that will create crunches’ special consumption situations on a fun territory, and become a relevant 13-17 years old audience
To сreate crunches special consumption situations on the fun territory
To involve bloggers to create the most native brand content, revealing the fun ccrunch territory with the HrusTEAM brand.
Theexplosive wave of the project was an original track specially created for
HrusTEAM, based on the authentic brand's crunch. BloggerMurafa was the first to post the track and video and challenged the other bloggers to show what it is like to crackle HrusTEAM in non-trivial, fun situations: on the date with the girl's parents, on the roof with the great city view, riding a skateboard and others.
The campaign was so successful that it broke the boundaries of Instagram and got to
TikTok. The track got a fresh crunchy remix that met all TikTok trends.
HrusTEAM's friends – 12 TikTok bloggers – used the track for the videos to launched the
challenge, showing how happy they are that summer starts after a long lockdown.