Introduce young audiences — students and high schoolers — to the Avito. Work job search service.
Build brand awareness among gamers and Twitch viewers.
Engage the audience through interactive experiences and real in-game participation.
We launched a series of Twitch streams to introduce a young audience to Avito.Work. Three popular influencers — Recrent, Zakviel, and Morphe_ya — became the bridge between the brand and viewers. During broadcasts, they explained the service's benefits and opportunities in plain language and invited the audience to join the activity.
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Recrent, Zakviel, and Morphe_ya also hosted dedicated streams on GTA RP and Minecraft servers, where Avito.Work was integrated directly into gameplay: streamers demonstrated in-game analogues of real work tasks and explained the mechanics.
Participants were supported by assistants who had been hired through actual job listings on the Avito.Work platform. They also moderated chats and maintained order on the servers — turning the brand introduction into a fully interactive experience.
Results
Total views exceeded the KPI by more than two times, and the number of participants was 300% above target.
Total campaign reach: 22 487 095 views
Total clicks on ad links: 66 305
People who completed tasks and participated in the contest activity: 21 393
Applications for the streamer moderator vacancy: 2 899