Crunchy song by HrusTeam

Crunches rand HrusTEAM always looks for the nonstandard tools and formats of communication with the new generation - Zoomers

Task

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

Idea

To сreate crunches special consumption situations on the fun territory

Solution

To involve bloggers to create the most native brand content, revealing the fun ccrunch territory with the HrusTEAM brand.

Realization

1 WAVE

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.

2 WAVE

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.

6 bloggers on Instagram

Audience coverage: almost 2 million

ER project 11.11%

3782 comments

13 bloggers in TikTok

Coverage 1.6 million

ER project 7.5%

all projects