The first influencer campaign for Kuchnie Świata, prepared by the LifeTube partner network (LTTM group), has launched. The introduction of a new product to the Polish market – Chupa Chups drinks, for which Kuchnie Świata is the exclusive importer and distributor in Poland – is being communicated by two high-reach influencers. Martyna Zabawa and Paweł Malinowski have a combined total of almost 900,000 subscriptions across their channels affiliated with LifeTube.

Influencer campaign for Kuchnie Świata

Prepared by the Management-Entertainment department at LifeTube, the campaign will last 3 months. Its main goal is to reach young consumers with information about the new drink's arrival on the market and its availability in four different flavours. To achieve this, online creators were selected who perfectly match the campaign's assumptions and who, thanks to entertaining content, reach younger YouTube users. Their materials have appeared not only on YouTube, but also on Instagram, TikTok and Facebook. In addition, the influencers will run a competition on their channels that will last 3 months and in which a total of 30 winners will be selected.

It can certainly be said that this is a breakthrough moment in the market, when clients not only decide to cooperate within platforms that are new to them, but also want to enter a given market with products through them. Creators from the “Entertainment” category have a real influence on their audiences' purchasing decisions, and they also operate efficiently on platforms such as TikTok, through which we can reach young viewers, who are increasingly less likely to use apps such as Instagram or Facebook. By working with Kuchnie Świata, thanks to positive and unobtrusive communication, we are able to introduce the new Chupa Chups drinks into the awareness of young consumers in a way that is natural to them, with the help of their favourite online creators. – comments Mateusz Bill, head of the Management-Entertainment department at LifeTube (LTTM group).

As is well known, the trend of engaging influencers and promoting products with their participation in social media and on YouTube channels has been gaining pace every year. That is why I will not hide the fact that we have high hopes for this campaign, knowing that in influencer marketing it is no longer enough simply to place a well-known person with a product and take any photo of them. Now that this way of promoting a brand or product is already so popular and overused, something more is needed – an idea.

LifeTube wins the tender for an influencer campaign for Kuchnie Świata

– says Izabella Kominek-Riege, head of marketing at Kuchnie Świata S.A.

The first materials have just appeared on Martyna Zawada's and Paweł Malinowski's channels. All of them will refer to the campaign slogan “Forever fun” and will be kept in the spirit of good fun and a positive attitude. According to a report prepared by Qustodio this year, YouTube and TikTok are the two main tools for reaching young audiences with marketing communication. Children and teenagers spend an average of 85 minutes a day watching videos on YouTube, and 80 minutes a day on TikTok.


Summary

LifeTube (LTTM group) has launched an influencer campaign for Kuchnie Świata, promoting Chupa Chups drinks on the Polish market. Creators Martyna Zabawa and Paweł Malinowski, whose channels have a combined total of almost 900,000 subscriptions, are communicating the product among young audiences. The activities include YouTube, Instagram, TikTok and Facebook, as well as a competition in which 30 winners will be selected.

Representatives of both companies emphasise that the key is the idea, not merely placing a star with a product. According to the Qustodio report, children and teenagers spend an average of 85 minutes a day on YouTube and 80 minutes on TikTok, which confirms the choice of platforms and entertainment creators to reach young consumers.