LT
Client
Vilniaus Pergalė
Brand
Tröösik
Category
Product launch
No. of influencers
3
Pcs. of content
107
Country
LT, EE
Reach
585 K
Impressions
9.2 M
Engagement rate
9,13%
CPM
4,64
CPE
0.07
Purpose

Everyone knows gummy bears, hearts, and worms. But what about gummy panties? This is exactly what we had to introduce to the market for Vilniaus pergalė with the help of an influencer campaign.

Solution

As soon as we saw the playful and provocative panty-shaped gummies, we realized they were made for Naglis Bierancas. Our clients agreed and encouraged us to look for the boldest possible solutions. 

This is how the #troosik campaign was born, where Naglis’s followers shared their most embarrassing and funny underwear and, in return, had the chance to win a box of Tröösik gummies and special limited-edition panties. In addition, other influencers who received the Tröösik panties as gifts from Naglis contributed 44 free pieces of content to the campaign.

Perhaps the best illustration of the campaign is the iconic photo of Naglis comfortably settled in an armchair, enjoying a Tröösik gummy (the only item of clothing visible in the picture). We later repeated the campaign on a smaller scale in Estonia with Juhani Sarglep and Katri Kats.

Result

The main result of this campaign was the lightning-fast sell-out of the first batch of gummies that happened in just one month. The campaign in Lithuania reached more than 7 million users, generated 48,000 engagements with just two posts, and hundreds of users and 44 influencers shared their content for free. We were awarded with the Password Award 2020 1st place–Most Effective Campaign of 2019.

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