Chicken leg check

VIVID implemented a «Chicken leg check» campaign with influencers for the Nasha Ryaba Ukrainian-made chicken brand. The task was not just to talk about the main advantages of the product, but to attract the audience to communicate with the brand.

Nasha Ryaba launched a national campaign so that instead of the traditional chicken quarter, Ukrainians pay attention to another product – chicken leg, because it contains 20% more meat, it is much easier and faster to cook, and it is more convenient and interesting to consume!

The agency’s task was to communicate through influencers that a chicken leg is cooler than a chicken quarter. And, of course, explain why.

VIVID decided to take a popular trend from social networks as the basis of integrations and arrange a home «CHEK» (check) of the chicken legs.

Instagram became the main platform for the project. To add a little more fan and culinary expertise to the communication, the agency involved Tiktok and YouTuber influencers.

Totally 14 influencers on Instagram, 6 bloggers on Tiktok, and on YouTube they were integrated into 3 projects. The main areas of content were lifestyle, cooking and humor.
In total, the campaign reached almost 5,000,000 consumers. VIVID exceeded the expected plan by +160%! Thanks to such results, the cost per 1000 contacts has almost halved.
Due to their high brand loyalty, influencers have created really cool content. And thanks to this, their audience actively participated in the communication.

As a result, the ERR of the product campaign reached 8.35%. Well, the agency team stopped counting positive comments under influencers’ posts when their number exceeded several hundreds.