It was all about the same as in the case of - "S Pavlikon pyt’"(parody of the song of the Russian band Leningrad). The client did not set us the task of making a parody with integrating advertising into it. We ourselves felt the moment. On the one hand, the clip of the band “Griby” was gaining popularity, on the other hand, the football fans community was dissatisfied with the game of the Russian team (the events took place in 2017, after the Confederations Cup, the team did not go well at all). So we realized that we can get an audience of not only interested football fans but those ones who love parodies. Actually, in a few hours, an approximate text of the song was written and an approximate storyboard was made, which immediately went to our client and immediately received approval. It is pleasant to work with companies that understand the value of the moment and can fully trust the professionals.
With this video, we continued to keep the bar of work speed - a little more than two days passed from the idea to the premiere. Thus, we got into the first wave of parodies, even before Ivan Urgant and the numerous creations of popular YouTubers. By the way, our idea is also unique in that it repeats the original frame by frame. We even released a separate video where the original and our version go in parallel. It turned out catchy.
Spread the video with maximum reach without investments
With this video, we decided to risk a little innocent prank.
Of course, we could have bought influencers’ advertisement of different levels for sowing and get 20 million views in a week, but our challenge was to get at least a million views without spending a single ruble.
We began to upload videos directly from our pages as a recommendation to large, similarly-published publics in Russia: “Tipical” cities, “Podslushano” of different universities, etc.
In addition to the video, everywhere there was something like this: “Ha! Our guys shot a football parody of Griby! ” And all the publics posted the news, thinking that it was the guys from Novosibirsk or Yelets who shot the video.
Strictly speaking, we did not deceive anyone. We just didn’t indicate which guys and from which particular city did it. As a result, we scored the first million views in 21 hours. In total, a little less than 4 million pure organic audience was obtained at our sites without investments.
By the way, for those who might be inspired by this way of distributing content, I’ll say right away - we tried it once again, the second time it didn’t work out. The Internet community learns very quickly from its mistakes.