WE KEEP AN EYE ON THE TARGET GROUP.
THE COMMUNITY’S FEEDBACK MAKES OUR CASES UNIQUE.
WE KEEP AN EYE ON THE TARGET GROUP.
THE COMMUNITY’S FEEDBACK MAKES OUR CASES UNIQUE.
THE HOUSE
OF CARMUSHKA
#THOC
THE HOUSE OF CARMUSHKA
#THOC
CHALLENGE
‘The House of Carmushka’ has become one of the most popular career boosters for upcoming creators. In a multi-day workshop at a unique location, Carmen and Niclas Kroll pass on their knowledge and help creators take their content to a new level through a variety of challenges. We have been a permanent partner of THOC since 2023 and are responsible for both the creators and the brand integration.
APPROACH
We support Carmen, Niclas and the team of somefriends in selecting the creators in an application process and take over the organizational work with the creators in advance as well as the on-site support. We take care of the integration of brands and support the brands on site – in the THOC 2024 edition, our clients included brands such as L’Oréal Paris and Perwoll. We create briefings and screenings for the creators and brands alike and evaluate them the following day. Following the THOC, we are responsible for the reporting and support somefriends in the final evaluation.
BENEFIT
In the 2024 edition of THOC, 22 million impressions were generated by the published promotional content on Instagram, as well as almost 30k link clicks and almost 48k sticker tabs. For creators, this is an incredible opportunity to increase their following. One Creator’s example shows that she has been able to increase her follower count from 25k up to 290k followers since participating. ‘The House of Carmushka’ is a best-case for brands, as they build a bond with prospective creators and their ads are integrated perfectly into THOC’s day-to-day activities, creating a huge amount of additional non-paid media value.
CHALLENGE
‘The House of Carmushka’ has become one of the most popular career boosters for upcoming creators. In a multi-day workshop at a unique location, Carmen and Niclas Kroll pass on their knowledge and help creators take their content to a new level through a variety of challenges. We have been a permanent partner of THOC since 2023 and are responsible for both the creators and the brand integration.
APPROACH
We support Carmen, Niclas and the team of somefriends in selecting the creators in an application process and take over the organizational work with the creators in advance as well as the on-site support. We take care of the integration of brands and support the brands on site – in the THOC 2024 edition, our clients included brands such as L’Oréal Paris and Perwoll. We create briefings and screenings for the creators and brands alike and evaluate them the following day. Following the THOC, we are responsible for the reporting and support somefriends in the final evaluation.
BENEFIT
In the 2024 edition of THOC, 22 million impressions were generated by the published promotional content on Instagram, as well as almost 30k link clicks and almost 48k sticker tabs. For creators, this is an incredible opportunity to increase their following. One Creator’s example shows that she has been able to increase her follower count from 25k up to 290k followers since participating. ‘The House of Carmushka’ is a best-case for brands, as they build a bond with prospective creators and their ads are integrated perfectly into THOC’s day-to-day activities, creating a huge amount of additional non-paid media value.
WC FRISCH
#FruchtigFrisch
WC FRISCH
#FruchtigFrisch
CHALLENGE
WC products on social media? Atypical, but certainly not any less sexy! The campaign aimed to create awareness for WC products and increase the deep consideration for WC Frisch as a brand by publishing content on TikTok and Instagram. The goal of the campaign was to win back the core target group, while also tapping into a new, younger demographic. The focus has been on raising awareness of WC Frisch products and their necessity.
APPROACH
At the 9:16 Awards, we won in the “Creative Approach” category and showed that humor and the “I feel that!” factor are the key to success. The identification potential was immense and the communities celebrated the openness of the nine creators, who showcased WC Frisch products in a variety of ways.
BENEFIT
The estimated 4.5 million impressions were almost doubled to 8.35 million impressions thanks to the involvement of the nine creators. This campaign has shown that it’s not always about aesthetics. Given the right storytelling and the right creators, any topic the community can identify with can be implemented successfully.
CHALLENGE
WC products on social media? Atypical, but certainly not any less sexy! The campaign aimed to create awareness for WC products and increase the deep consideration for WC Frisch as a brand by publishing content on TikTok and Instagram. The goal of the campaign was to win back the core target group, while also tapping into a new, younger demographic. The focus has been on raising awareness of WC Frisch products and their necessity.
APPROACH
At the 9:16 Awards, we won in the “Creative Approach” category and showed that humor and the “I feel that!” factor are the key to success. The identification potential was immense and the communities celebrated the openness of the nine creators, who showcased WC Frisch products in a variety of ways.
BENEFIT
The estimated 4.5 million impressions were almost doubled to 8.35 million impressions thanks to the involvement of the nine creators. This campaign has shown that it’s not always about aesthetics. Given the right storytelling and the right creators, any topic the community can identify with can be implemented successfully.
DIE JURISTEN
#DeineRechte
DIE JURISTEN
#DeineRechte
CHALLENGE
Law style content for funk? Challenge accepted! We developed a completely new format with a journalistic approach that is produced for public broadcasting. The goal was to independently develop a complete concept and produce videos that would be published 3 times a week on a brand new TikTok account. This way, we opened up the black box of legal education to young people from the ages of 16 to 22. In platform-optimized videos, everyday questions about the legal system are answered and current topics are highlighted in an entertaining way, increaseing people’s awareness of their own rights.
APPROACH
Clemens and Felix both studied law and are our hosts, who play a key role in the success of the format. Although only one person was to be cast, in the end we decided on two people because, let’s be honest, the two fit together just great.
In workshops, we developed the formats together with the team and the two creators and defined the goals for the months ahead. Spoiler: We achieved our goals!
BENEFIT
The TikTok account now has over 15k followers. After the first video in November 2023, we broke the mark of 1 million views in December thanks to a paid push. We reached the milestone of 1 million organic views as early as April 2024 and also welcomed our 10,000th follower. Social Match is responsible for the entire format – from researching the content to the production itself and the community management.
CHALLENGE
Law style content for funk? Challenge accepted! We developed a completely new format with a journalistic approach that is produced for public broadcasting. The goal was to independently develop a complete concept and produce videos that would be published 3 times a week on a brand new TikTok account. This way, we opened up the black box of legal education to young people from the ages of 16 to 22. In platform-optimized videos, everyday questions about the legal system are answered and current topics are highlighted in an entertaining way, increaseing people’s awareness of their own rights.
APPROACH
Clemens and Felix both studied law and are our hosts, who play a key role in the success of the format. Although only one person was to be cast, in the end we decided on two people because, let’s be honest, the two fit together just great.
In workshops, we developed the formats together with the team and the two creators and defined the goals for the months ahead. Spoiler: We achieved our goals!
BENEFIT
The TikTok account now has over 15k followers. After the first video in November 2023, we broke the mark of 1 million views in December thanks to a paid push. We reached the milestone of 1 million organic views as early as April 2024 and also welcomed our 10,000th follower. Social Match is responsible for the entire format – from researching the content to the production itself and the community management.
TOOM
RESPEKT, WER’S SELBER MACHT!
TOOM
RESPEKT, WER’S SELBER MACHT!
CHALLENGE
Following the DIY boom during the pandemic, the enthusiasm for home improvement began to noticeably decline – traffic in hardware stores dropped and the momentum seemed to be over. For toom, this marked a clear opportunity: not only to reignite the passion for DIY, but to emotionally recharge and reposition the brand as a creative and proactive partner for all those who want to make a difference – in their garden, at home, and in life.
APPROACH
To kick off the gardening season, we launched the toom GARTEN GAUDI – a high-impact social media campaign that gave DIY a fresh new spin. A diverse range of creators reinterpreted the idea of home improvement in their own unique and creative ways, showing their communities just how inspiring and versatile the toom brand can be.
At the heart of the campaign: an original Schlager-style song full of spring vibes, drive, and the unmistakable toom spirit. And the music played a crucial role – it created connection, conveyed emotion, and stuck in people’s heads. With lyrics like: “Let’s go, no flower bed is safe. I’ll pick you up and we’re off to toom.” the song quickly became the soundtrack of the campaign – on social media and even in the stores themselves.
Music became the gateway to a refreshed brand image: motivating, relatable, and emotionally charged.
BENEFIT
With 10 million impressions across TikTok, Instagram and Facebook, and a total reach of over 5.5 million, the campaign didn’t just reach its audience – it activated them.
By combining emotion, creator-driven content and a strong musical hook, we showed how even a well-established retail brand can be reimagined through a social-first approach – in a way that’s modern, inspiring and instantly recognizable. toom GARTEN GAUDI didn’t just make people smile – it made them want to grab a shovel and get started.
Video Credit: Eugen Mai (www.eugenmai.com)
DEUTSCHE FLUGSICHERUNG
#1AAussichten
DEUTSCHE FLUGSICHERUNG
#1AAussichten
CHALLENGE
We all know the impressive airport control towers. What very few people know: This tower is not just a symbol of the perfect holiday at the seaside, but also an exciting workplace. In holistic collaboration with the German Air Traffic Control, we sent various components on the way, so that the air traffic controller profession is anchored in the minds of generation Z as a diversified training profession.
APPROACH
In addition to a thrilling influencer campaign, an OOH challenge, and the comprehensive management of the Instagram and TikTok channels, both a partner network with exclusive events and a corporate influencer with a focus on YouTube content were established.
BENEFIT
With social proof and an increased awareness for the air traffic controller profession, the German Air Traffic Control received more than 6,300 applications (2,400 more than in the previous year) and was rewarded with the German Prize for Online Communication in the category Traffic & Logistics.
La Roche Posay X
Mrs. Bella
La Roche Posay X
Mrs. Bella
CHALLENGE
Sun, sea and skincare. This is what a group of content creators and two community winners experienced at the La Roche-Posay x Mrs Bella skincare retreat at the Côte d’Azur. The trip combined a holiday vibe with skincare know-how and plenty of opportunities to create aesthetic content.
Our goal was to foster brand loyalty among both the creators and their communities, who were able to experience the retreat from home via their smartphones.
APPROACH
The participants were in for a special kind of holiday experience for three days, with products from La Roche-Posay: The Mela-B3 Serum and the Anthelios UVMUNE 400 Invisible Fluid, which protect the skin from UV radiation in strong summer sunshine.
The agenda was packed with themed activities, including a DIY sun hat workshop, a tennis session, a detox breakfast and a sun protection session with Hilla Lemon, as well as a boat trip, all of which showcased the La Roche-Posay products perfectly. Finally, a Mela B3 Purple Dinner rounded off the trip.
BENEFIT
Together with Mrs Bella and La Roche-Posay, we demonstrated the values of the featured products, how their message can be authentically incorporated into a brand journey, and how a long-term collaboration can evolve into a genuine partnership. Most importantly: Both the creators on site and their communities were able to establish a lasting connection with the brand through the content.
With 15 million non-paid impressions, a reach of 10 million followers and an engagement rate of almost 4%, the brand was brought closer not only to the participants on site, but also to viewers at home. Additionally, the two community winners who participated in the retreat served as a link between the community and the brand, making La Roche Posay more approachable.
Video Credit: Moritz Scholz
JULES MUMM
#PARTYEDITION
CHALLENGE
Apart from the usual social media toolbox, the promotion for Jules Mumm’s Limited Edition also included an online commercial. As a party edition with a limited budget, the quality demand was high – this special commercial was not to differ from the regular spots in terms of looks and quality: the budget had to be used in a smart way.
APPROACH
Apart from the use of influencer marketing, social media and content creation measures, we designed the holistic concept for the spot. The specially produced online spot was in no way inferior to a TV spot and was able to reach a wide audience thanks to its interlocked social media strategy.
BENEFIT
Despite the manageable budget, the target group was reached precisely and efficiently through strategic placement.
THE RACE X L’ORÉAL MEN EXPERT
THE RACE X L’ORÉAL MEN EXPERT
CHALLENGE
In the adventure series The Race, five creators had to find their way back home from Morocco to Germany with no money or mobile phones. In this challenge, even basic hygiene quickly became a luxury.
As the episode sponsor, L’Oréal Men Expert showcased its Hydra Energy Extreme Sport product line. Our goal was to seamlessly and authentically integrate the product into the entertainment format. Working with creator Dave, we developed an ad break that resonated with the predominantly male audience and raised awareness of the products.
APPROACH
Our main focus was on authentic storytelling rather than traditional advertising. The strategic placement of the Hydra Energy Extreme Sport product range within two advertising slots encouraged identification with the brand.
Poor hygiene was a major challenge for the participants. This made the product placement a reliable talking point for the audience. Viewers shared the participants’ excitement and their desire for comprehensive hygiene. The multi-channel broadcast on YouTube, JOYN and ProSieben aimed to reach a broad target audience and strengthen long-term brand awareness.
BENEFIT
L’Oréal Men Expert has managed to integrate itself into an authentic adventure format. Instead of traditional product placement, the brand became part of the story – emotional, relevant and with a clear added value for the viewers. Additionally, there were several reactions and reposts from Twitch and fellow YouTubers to Dave’s product placement, including DoktorFroid, HighClips, Mr. Geil and Fritz Meinecke.
The YouTube video gained 1 million views and 3,015 comments. But the campaign went far beyond YouTube: hundreds of thousands of viewers watched THE RACE on YouTube, JOYN and even on ProSieben’s main program. A presence that not only generated views, but also lasting brand awareness.
CHALLENGE
In dem Abenteuer-Format THE RACE kämpften sich fünf Creator:innen ohne Geld und Handy von Marokko nach Deutschland – eine Extremsituation, in der Hygiene zum Luxus wurde.
Als Episodensponsor stellt L’Oréal Men Expert im Format die Hydra Energy Extreme Sport-Reihe vor. Ziel war es, einen natürlichen Übergang zwischen Unterhaltungsformat und Produktplatzierung herzustellen und mit dem Creator Dave einen authentischen Werbeblock zu kreieren, der eine vorrangig männliche Zielgruppe anspricht und Awareness für die Produkte schafft.
APPROACH
Authentisches Storytelling statt klassischer Werbung. Die strategische Platzierung der Hydra Energy Extreme Sport-Reihe in zwei Werbeblöcken und die natürliche Einbindung durch Creator Dave sollten für ein hohes Identifikationspotenzial sorgen.
Besonders das Thema Hygiene stellte für die Teilnehmer eine große Herausforderung dar, da es während des Formats kaum Gelegenheiten dafür gab. Umso passender war die Integration der Produkte im Werbeblock. Die Zuschauer:innen fieberten mit den Teilnehmern mit und teilten das Bedürfnis nach umfassender Hygiene. Durch die Multichannel-Ausstrahlung auf YouTube, JOYN und ProSieben sollte eine breite Zielgruppe erreicht und die langfristige Markenwahrnehmung gefestigt werden.
BENEFIT
L’Oréal Men Expert hat es geschafft, die Grenzen klassischer Werbung zu sprengen und sich in ein authentisches Abenteuerformat zu integrieren. Statt plumper Produktplatzierung wurde die Marke Teil der Story – emotional, relevant und mit klarem Mehrwert für die Zuschauer:innen. Zudem gab es einige Reaktionen und Reposts von Twitch und YouTuber Kolleg:innen auf die Platzierung von Dave, darunter DoktorFroid, HighClips, Mr. Geil und Fritz Meinecke.
Das YouTube Video erzielte 1 Million Views und 3.015 Kommentare. Doch die Kampagne ging weit über YouTube hinaus: Hunderttausende Zuschauer:innen verfolgten THE RACE auf YouTube, JOYN und sogar im Hauptprogramm von ProSieben. Eine Präsenz, die nicht nur Views, sondern auch nachhaltige Markenwahrnehmung schaffte.
LVM VERSICHERUNG
UPGEKLÄRT – WHAT IS NOT TAUGHT IN SCHOOL
CHALLENGE
Subjects like insurances, taxes, and moves are a considerable concern for students and apprentices alike. Everyday knowledge on successful applications, the first home of one’s own, or life in a flat share – everything that is not taught in school – was to be made understandable for the younger target group.
APPROACH
We launched a YouTube channel in the format of infotainment, in which the protagonist and flatmate Tom gives useful tips on how to start adult life well prepared. Each episode deals with one subject and brings it closer to the target group vividly and on an equal footing.
The YouTube channel creates specific touchpoints with the target group and generates additional value for LVM insurances without emphasizing promotional aspects.
BENEFIT
Through intriguing storytelling and communication on equal terms, we managed to turn the complex subject of insurances into a real experience. LVM insurances presents itself as a strong partner who explains important topics which are neglected at school to young students, so that they can live a carefree and secure life.
With the help of the educational and entertaining channel we were able to increase the target group’s confidence in LVM and to position the company as an authentic and reliable contact.
Our awards
Our awards
