Influencers for PizzaPortal.pl

Today's viewer is a demanding spectator. First of all, due to the excess of information and products available on the market. In keeping the audience's attention on YouTube, all kinds of elements that increase their engagement, such as contests or promotions, about which information appears in the videos, help. This action was decided by the PizzaPortal.pl brand, which in December last year implemented a campaign under the slogan #GłodniRozgrywki.

Target

Support the sale of products throughout the country.

Realization

The brand decided to gamify, and invited two gaming creators to cooperate — Damian Kornienko “PLKD” and Kamil “Kaluch” Kaliński. Youtubers shared with their viewers discount codes for completing orders through PizzaPortal.pl. Each transaction meant 1 point for the participant and for the whole team. The point counted in two rankings: in the team phase, in which entire teams fought against each other, with the Playstation 4 Slim and Xbox One S to win and in the individual phase, in which it was possible to win a gaming laptop. As part of the campaign, dedicated videos and a video containing product placement were published on the creators' channels.

Findings

In total, more than 1,720,000 organic impressions were generated on the branded materials. Encouraged by youtubers, participants placed 6,000 orders through PizzaPortal.pl (executed using discount codes), which amounted to a minimum of PLN 180 thousand turnover (to receive 1 point, it was necessary to place an order for at least PLN 30). Interestingly, a greater number of video views on Kaluch's channel did not equate to more orders on his team. The community centered around the lower-coverage PLKD channel turned out to be more strongly engaged.

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