We needed to raise product awareness fast and create a viral story that would work for organic reach and revenue at once. We launched a collaboration between the region's most popular bloggers — who had never appeared together before.
The launch was turned into an event: a duel between them, with the product as the connecting element. The audience was warmed up with teasers, and a PS5 giveaway was added for making a deposit.
The viral effect worked: a wave of organic growth, record sales from a single integration and market leadership in the region. The hype also lowered CAC in other channels.