| Title | TECSESTI VLOGS |
| Brand | ALBALACT |
| Product/Service | ALBALACT |
| Category |
D02. Use of Branded Content created for Digital or Social |
|
Entrant
|
McCANN BUCHAREST, ROMANIA
|
|
Idea Creation
|
MRM//McCANN BUCHAREST, ROMANIA
|
|
Media Placement
|
ZENITH Bucharest, ROMANIA
|
|
PR
|
McCANN PR Bucharest, ROMANIA
|
|
Additional Company
|
McCANN BUCHAREST, ROMANIA
|
Credits
| ADRIAN BOTAN |
MCCANN EUROPE |
Creative President |
| CATALIN DOBRE |
MCCANN BUCHAREST |
Chief Creative Officer |
| SIMONA SUMAN |
MRM//MCCANN ROMANIA |
Digital Creative Director |
| LAURA BELC |
MRM//MCCANN ROMANIA |
Group Creative Director |
| IRINA TANASE |
MRM//MCCANN ROMANIA |
Copywriter |
| CERASELA USTUROI |
MRM//MCCANN BUCHAREST |
Art Director |
| ADELINA LUCA |
MRM//MCCANN ROMANIA |
Account Director |
| LAURA CIRCEI |
MRM//MCCANN ROMANIA |
Account Manager |
| KATALIN SANDU |
MRM//MCCANN ROMANIA |
Senior Account Manager |
| DANA HOGEA |
MCCANN BUCHAREST |
Group Account Director |
| TIBERIIU MUNTEANU |
MCCANN BUCHAREST |
AV Manager |
| ALEX IONESCU |
MCCANN BUChAREST |
AV Producer |
| SORINA IORDAN |
MCCANN PR |
Account Director |
| LAVINIA CHICAN |
MCCANN PR |
Senior Partner |
| MIHAELA VASILESCU |
MCCANN BUCHAREST |
Senior Account Manager |
Why is this work relevant for Media?
Albalact is a dairy brand sourcing milk from an area filled with history and traditions, deep in the Carpathian Mountains. Because of its unique heritage, Albalact couldn’t work with the same mainstream influencers every other brand was using, as they were not in touch with the type of stories we needed to tell. So Albalact created its own influencers, the last inhabitants from a secluded village in its milk collecting area, Tecsesti. With their help, the brand managed to bring authentic and unique rural stories to the urban digitalized population, in a way that would grab their attention.
Background
In 2018, Albalact wanted to create an awareness campaign to promote their products, sourced from deep in the rural area of Transilvania, in the heart of the Carpathian Mountains.
Albalact makes their products using only traditional methods inspired by the unique local customs.
We needed to bring the magic of these secluded locations to the urban, digitalized and social media savvy population. To do this, we needed to bend the digital environment to our rare stories. But popular Romanian influencers couldn’t tell these authentic narratives, so we needed to create our own.
We took the 6 eldest inhabitants of Tecsesti, a village from Albalact’s milk collecting area and launched Tecsesti Vlogs, a platform where they could share their amazingly unique stories, through popular vlogging formats.
Describe the creative idea / insights (30% of vote)
Before talking about traditions, we looked at our local context. We saw that traditions are slowly dying because more and more young people are leaving their native places, migrating to the big cities. So how could we talk about the importance of traditional products in a society where only modern is trending.
We adapted them to a new medium, vlogging, by making our own content creators, the last people that know the local stories.
We took the 6 eldest inhabitants of Tecsesti, a village that now has 23 residents (in the 1950s it had 350) and launched Tecsesti Vlogs, a platform where they could share their amazingly unique stories, through popular vlogging formats.
We promoted the content series in a 360 campaign and made their stories famous and timeless.
Describe the strategy (20% of vote)
Popular Romanian influencers don’t know much about local traditions, so Albalact wanted to create a new type of influencer that can tell authentic stories.
We launched Tecsesti Vlogs, a content platform where users could discover the real stories from Tecsesti, the secluded village with amazing traditions. The stories were told through the eyes of the 6 eldest inhabitants, the last keepers of unique local customs.
The campaign focused on the urban population, with ages between 24-40, who is looking to buy products with traditional heritage.
This being our main target we had to bring together local customs and long forgotten traditions to a medium that talks mainly about novelties. By replicating known vlogging formats with traditional village customs, we created a disruptive content series
We launched a dedicated Instagram page for our new influencers and created an entire ecosystem of custom-made content that directed users to the vlogs.
Describe the execution (20% of vote)
A small documentary team was sent by Albalact to Tecsesti. They stayed with the villagers and talked about the local stories. They took these stories and reinterpreted them using popular vlogging formats.
We launched Tecsesti Vlogs and created an entire ecosystem around the content. We used special social media formats and, just like any respectable influencer would have, even launched their own Instagram page with custom made local content from our Tecsesti influencers. Furthermore, we used in-store and TV materials to direct consumers to our vlogs.
List the results (30% of vote)
2,683,000 Youtube views
5,952,295 impressions
+512% increase in Youtube subscribers
+11% increase in sales