brief & background
Usually it is brands who reach out to influencers for promoting their products. But every rule has its exception. Such is the story of Tino the Tiger.
What happens when a famous gaming celebrity asks your rascal of a brand to promote him and you give him the seen treatment for a few weeks, but in the meantime his fans have raided the comments below every new post of yours?
Well, you promote the man. Needless to say, you also seize the moment and boost your brand identity in the process.
the build-up
Tino, an internet gaming celebrity, asked our client — Tiger energy drink — to promote him. After many ignored attempts, he assembled his online troops who raided our comment section.
The cherry on top for this borderline blackmailing exercise was when Tino changed his profile picture of him holding a can of one of our hellish competitors.
execution
When Tino’s hype got too big to be ignored, Tiger had to act. So, Tino got his promotion. A literal one at that.
TigerMan™ appeared on social media with a cardboard poster encouraging people to follow Tino. Then, a second post followed with a second cardboard sign — one that speaks directly to Tino and asks him to check his inbox.
What was in his inbox? A brand new profile picture with the correct energy drink can that time around.
results
In the end, Tino was happy and Tiger retained its image of the funny + snappy energy drink.
In terms of numbers, our reaction reached 3 170 000 impressions and over 63 000 likes on social media.
Tino’s new profile picture gained 63 048 likes (63,000 more than his last one).
The best part? It all went down in exchange for the mind-boggling total amount of $3.
tigerman: asya maradzhiyska
creative director: angel iskrev
junior copywriter: tsvetoslav tsonev — tsuro
strategist: kristiyan stefanov
account executive: toni gradinarov
producer: pudding
chief morale booster: cherry the doggo
