«Millionaire from Balashikha» is a hilarious branded project from «ModulBank» that comes in a form of a comedy mockumentary, created in support of real entrepreneurs.
The series makes fun of an info-businessman and shows the life of real entrepreneurs as it is: with all the ups and downs, sleepless nights, and excitement from the fact that you are running your own business.
The series makes fun of an info-businessman and shows the life of real entrepreneurs as it is: with all the ups and downs, sleepless nights, and excitement from the fact that you are running your own business.
Millionaire from Balashikha
Goal
Our goal was to make the project recognizable and grow the subscription base for the project's newly launched YouTube channel.
We decided to apply an integrated approach, utilizing our own MarTech solutions and formats for promotion on third-party platforms.
We decided to apply an integrated approach, utilizing our own MarTech solutions and formats for promotion on third-party platforms.
Used formats
Placement of a post with a YouTube video on websites in a pre-roll format for maximum coverage and virality.
BeSeed Social Seeding (YouTube)
Used formats
Placement of a post with a YouTube video on websites in a pre-roll format for maximum coverage and virality.
BeSeed Social Seeding (YouTube)
Placement of a post on the thematic channels in the Telegram messenger app to utilize the viral potential of the content and announce the new project.
BeSeed Telegram Promo
Used formats
Placement of a commercial in front of other videos on YouTube in a pre-roll format to work out the relevant audiences and attract new subscribers to the channel.
Google Ads In-Stream
Used formats
Placement of a commercial on the search and viewing pages on youtube.com and m.youtube.com, as well as on the main page of the YouTube mobile applications to work out relevant the audiences and attract new subscribers to the channel.
Google Ads Discovery
Used formats
Placement of a commercial on the search and viewing pages on youtube.com and m.youtube.com, as well as on the main page of the YouTube mobile applications to work out relevant the audiences and attract new subscribers to the channel.
Google Ads Discovery
Used formats
One of the main features of the project was that it was presented under the guise of an ordinary video blog, and no one knew whose production and script it was (or if there was one at all). In the last episode of «Millionaire from Balashikha,» it was revealed that this was an advertisement project for ModulBank execute by the creative agency Zebra Hero. But even though the project was implemented as an independent and full-fledged web series, the essence was precisely in the carefully crafted product placement of the ModulBank brand.
We promoted the newly launched YouTube channel, guided by the goal of reaching a wide audience and influencing the behavioral factors of users: ensuring the views, new subscribers, and likes.
For this we have:
- chosen the most suitable videos for advertising and gave recommendations on the content adjustments for the platform (titles, design, description);
- set up target viewers by demographic characteristics (age from 25 to 34) and categories of interests (media and entertainment, business newsreaders, international newsreaders, banking and financial services, active investors, own business, etc.);
- utilized BeSeed overroll and Google Ads formats (Discovery and In-Stream);
- monitored the advertising campaign and followed its progress;
- adjusted settings and focused the campaign budget for the most effective formats.
Results
We executed numerous tests as part of the campaign optimization, which allowed us to accurately determine the target audience of the project and achieve high conversion rates, additionally allowing ModulBank to significantly save the budget for their future campaigns.
4,8М+
The planned KPI for subscribers was exceeded by 10.17%, the actual volume of clicks was 73.41% more than predicted, and the CPV was reduced from 0.65 to 0.54 cents.
views
+77к
subscriptions to the new channel
2,03%
CTR
73к+
likes
33к
reposts
97к+
clicks
Press
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