«The Morning Show» is a fresh and satirical format of an entertainment show on YouTube from the sponsor brand Velkopopovitsky Kozel, starring Russian actors, Alexander Pal and Nikita Kukushkin.

The presenters - Pal and Kukushkin - in each episode lead the audience through their complicated and hilarious mind (from the show, it seems, they have one for two) with comedy sketches and miniatures, starring famous guests.
The Morning Show
Goal
Our task was to maximize the reach of the project's audience and ensure a significant increase in the number of subscribers on the new YouTube channel.

For the initial viral push of the first release, we used native promo postings from bloggers on Instagram and then a combination of various Google Ads formats.
Used Formats
Placement of an advertising video in the pre-roll format on YouTube for a precisely targeted hit (by setting the demographics and attracting the most involved audiences).
Google Ads In-Stream
Used Formats
Placement of an advertising video in the pre-roll format on YouTube for a precisely targeted hit (by setting the demographics and attracting the most involved audiences).
Google Ads In-Stream
Used Formats
Placement of a pre-roll ad that was 6 seconds long and could not be skipped and played before other videos on YouTube. The advantage of this format is in close contact with the target audience with the information in the video.
Google Bumper Ads
Used Formats
Placement of an ad on YouTube search and result pages, as well as on the home page of the video hosting mobile app. This helped in minimizing the cost of audience reach and made it possible to get conversions to the subscriptions.
TrueView Discovery
Used Formats
We posted an announcement of the show in the format of stories from the bloggers’ accounts on Instagram, since this was a native content placement from the opinion leaders, this format ensured the conversion of users to the landing page.
IG Promo
Used Formats
We posted an announcement of the show in the format of stories from the bloggers’ accounts on Instagram, since this was a native content placement from the opinion leaders, this format ensured the conversion of users to the landing page.
IG Promo
«The Morning Show» project was implemented on the channel of the previously existing improvised YouTube show «Evening Someone». The shooting of "Evening Someone" stopped, and AB InBev Efes together with the creative agency Zebra Hero launched the production of a new project and hired us to promote it.
We began work with a discussion of the goals of the future advertising campaign and questions regarding the content placement.
It was decided to:
We have developed a promotional strategy, taking into account the client's desire to receive not just a certain number of views and numbers, but real contact with the audience. All used advertising tools and formats were launched together and aimed at building awareness of the show, reaching a wider audience, as well as engaging users who have shown interest in the project.
- we chose the most suitable videos for Google Ads and gave the platform adjustment recommendations (titles, design, description);
- set up target viewers by demographic characteristics (ages 18 to 44) and certain categories of interests (media and entertainment, art lovers, outdoor enthusiasts, arts and entertainment, humor, nightlife lovers, active users of social networks, etc.);
- launched IG Promo and interactions with the bloggers (reviews, advertising in stories from opinion leaders and posts in the «Community» section of YouTube);
- accompanied the advertising campaign and followed its progress;
- engaged the additional audiences who have viewed the past episodes;
- optimized the campaign by spending the budget on more effective formats in accordance with the client's request (from Discovery to In-Stream, based on the views and brand metrics).
- stay on the existing channel, but hide the videos of the last season of the show;
- release a trailer for the launch of «The Morning Program» and change the cover of the channel by placing an announcement on it.
Engagement
50к+
likes
4,2к+
comments
+23к
subscribers
Blogger Stats
1М+
reach
11,5к+
clicks
1,06%
CTR
Results
Because of the correct choices of the promotion formats and timely optimization of the course of the advertising campaign, we managed to achieve an over-fulfillment of almost all key indicators - impressions, views, clicks, and CTR.

We also ensured a large increase in the number of subscribers, thanks to which “The Morning Show” channel was awarded the Silver Button by YouTube on its very first season.
10,5М+
views
54М+
reach
(+380% of the initial KPI)
50,5к+
clicks
(+54% of the initial KPI)
Press
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