Incorporating the brand into feature films on the example of Maretti

Bruschette Maretti is the flagship snack of the Bulgarian manufacturer from the FMCG industry — Ficosota Food. At the beginning of the summer, a campaign was launched, in which creators from 6 channels on YouTube, which subscribe hundreds of thousands of viewers, were involved.

Target

Ficosota is one of the largest FMCG companies of Bulgarian origin, with a turnover of 160 million euros for 2019. It produces, among others, snacks, disposable hygiene products and home furnishings. The brands belonging to Ficosota's portfolio are present in more than 70 markets. The aim of the campaign was to build awareness of the product and promote the slogan “Bruschette Maretti — two sides of taste — both equally good”. As part of the activities, 7 videos with product placement were created.

Realization

Each creator prepared a video in the plot of which he placed the snack Bruschette Maretti. The campaign was attended by G.F. Darwin, WAKSY, Beksy, Zukoll and Danny Ferreri.

G.F. Darwin, “Truth Seekers 3”

‍

‍

The Darwin Film Group created the next material in the series “Truth Seekers”, with which it won the hearts of viewers. In the episode, they based the script on the fairy tale “Hansel and the Gretel”. The placement of Bruschette Maretti, consisted of placing them in the plot when deciding whether the characters would take up the challenge calmly or in a way full of adrenaline. Collaboration with the brand and product placement is not “hidden” for a second, but thanks to the entertaining and creative form of the message and the perfect fit in the content (instead of disturbing it), it is in no way invasive and encourages viewing, and causes a smile on the faces of the viewers.

findings

Over 266,000 views, 19,000 positive reactions and 1103 comments on the video.

WAKSY — “Peaceful vs Crazy”

‍

‍

WAKSY is a creative group of young creators. In 2021, the WAKS channel took the leading position in the category of fiction content for young people. The episode “CALM vs CRAZY” presented a series of situations that young people encounter on a daily basis. However, they presented them in a characteristic comedic manner, inevitably inserting the product into the plot of the episode, which was very liked by the viewers.

findings

Over 372,000 views, 28,000 positive reactions and 1114 comments on the video.

Beksy — “I fell in love with a friend” /"Women-Male Friendship” and contest #WakacjezMaretti

‍

‍

Beksy published two videos linked together on his channel, where the proposals of the viewers were key. The first video included a product placement and a description of the #WakacjezMaretti contest, encouraging viewers to participate and propose how the love story from the episode should end. There were two prizes to choose from — a crazy trip to Energylandia for 6 people or a PlayStation 5 console for a quiet time at home. The winner was announced in the second episode of the series, the script of which was based on her idea. As can be seen from the comments, this way of showing the product was very well received among the audience, who were looking forward to more episodes in a similar style.

findings

Over 382K views, 22,000 positive reactions and 852 comments on the video.

Zukoll — “You answer wrong = you do an extreme challenge”

‍

‍

Everything has two sides. In a characteristic format for their channel, i.e. challenge, Zukoll and Jawor try to answer selected, calm questions together, when they answer poorly, they perform crazy challenges in return.

Findings

More than 156,000 views, 6,600 positive reactions and 348 comments on the video.

Danny Ferreri — “Women's Night vs. Men's”

‍

‍

The plot of the film is based on two events happening simultaneously. During a men's night out, one of the companions discovers a way to move into the female circle and be one of them, according to the idea that one side is crazy and the other is calm. How is it really? More than 42 thousand viewers who got acquainted with the material became convinced of this.

findings

In total, the content posted on YouTube has been viewed more than 1.3 million times (organic views). In addition, the campaign was accompanied by a spot broadcast as an in-stream advertisement. Thanks to the collaboration with YouTube creators, however, it was a natural addition to the content viewed, rather than invasive and unwanted advertising.

The spot made in collaboration with Nadia Długosz and Danny Ferreri generated over 2.3 million views and a CPV of 3 cents!

The whole campaign proved that thanks to well-chosen creators, context and the inclusion of the product in the plot of the episodes, it is not only possible to realize a far-reaching and effective campaign, but content that, although advertising, is watched by viewers for a long time, willingly and by choice.