Roast with Ivlev
Indana
We insisted on non-standard communication for the seasonings segment. Instead of direct advertising we shot several short dynamic videos “Flavor Secrets from Indana” with culinary life hacks. Celebrity chef Konstantin Ivlev became the hero of our video secrets and shared his experience with viewers. One-minute YouTube videos drove traffic to the brand site with detailed recipes.
The videos were recommended on YouTube, which drove organic traffic. Audience retention was 92%, and CTR was 2%, showing strong user interest in the content.