T-Mobile Czech Republic a.s

KAKTUS PILLOW FIGHT

Brief

Kaktus was celebrating its second birthday and it would like to engage select Youtubers in an untraditional way and with some connection to a live event. The events like #utubering show interesting potential of digital celebrities in the offline world. Would it be possible to use this influence for KAKTUS brand communication?

Goal of the Campaign

Create an event that the target group could connect with Kaktus brand and Youtubers and that would also naturally support the brand image.

Concept

Kaktus decided to prepare a grand event for its fans for its birthday and asked Youtubers to engage their fans and put together the largest pillow fight in the history of the Czech Republic and break the Czech record.

The campaign started with a series of creative invites in which the Youtubers enticed their fans to participate in the pillow fight. We also used the Youtube and Instagram profiles of the engaged opinion leaders to introduce the Kaktus brand in a creative way and stress their connection to the event.

The campaign was prepared in cooperation with a Media Agency.

EVENT AS THE FOCAL POINT

The whole communication style of the campaign was gradually preparing for the climax in the form of the event itself.

The campaign started with a series of creative invites in which the Youtubers enticed their fans to participate in the pillow fight. We also used the Youtube and Instagram profiles of the engaged opinion leaders to introduce the Kaktus brand in a creative way and stress their connection to the event.

The central hub of the communication of the Youtubers was the facebook event Kaktus - Pillow Fight where 17 hundred people confirmed they would come.

The whole teaser part lasted for approximately a month. We gradually revealed the venue and the date, the detailed program and the complete list of the engaged Youtubers and that is how we pushed our campaign.

PILLOW FIGHT

The flashmob itself took place on the Charles Square in Prague and apart from the atempt at breaking the Czech record the visitors could also expect a whole day program that included the Youtubers´shows, dj´s shows, BMX show and the final autograph signing.

A whole range of the most popular Czech Youtubers participated in the event: Jirka Král, Shopaholic Nicol, Stejk, Hoggy, Kovy, Johnny Valda, VADAK, A Cup Of Style, Makyna, Týnuš Třešničková, Stylewithme, Vidrail and lots more.

Results

 

1,3 mio

YouTube views

 

1,2 mio

Social reach (Instagram + Facebook)

 

Certified record of the largest pillow fight in the Czech Republic

Together with the previous campaign #boduju this campaing succeeded in doubling the Kaktus followers on FB. The activity and engagement on social networsk have rise considerably.

KPI‘s

 

400 - 800 k

Youtube Views

 

120 - 350 k

Social reach (Instagram
+ Facebook)

 

To get a certified record of the largest pillow fight in the Czech Republic for Kaktus.

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