In 2018, Albalact wanted to create an awareness campaign to promote their products, sourced from deep in the rural area of Transilvania, in the heart of the Carpathian Mountains.

Albalact makes their products using only traditional methods inspired by the unique local customs.

We needed to bring the magic of these secluded locations to the urban, digitalized and social media savvy population. To do this, we created a disruptive platform that placed Albalact at the heart of the local traditions, while maintaining the brand’s core values.

Before talking about traditions, we looked at our local context. We saw that traditions are slowly dying because more and more young people are leaving their native places, migrating to the big cities. So how could we talk about the importance of traditional products in a society where only modern is trending.

We adapted them to a new medium, vlogging, by making our own content creators, the last people that know the local stories.

We took the 6 eldest inhabitants of Tecsesti, a village that now has 23 residents (in the 1950s it had 350) and launched Tecsesti Vlogs, a platform where they could share their amazingly unique stories, through popular vlogging formats.

We promoted the content series in a 360 campaign and made their stories famous and timeless.

Popular Romanian influencers don’t know much about local traditions, so Albalact wanted to create a new type of influencer that can tell authentic stories.

We launched Tecsesti Vlogs, a content platform where users could discover the real stories from Tecsesti, the secluded village with amazing traditions. The stories were told through the eyes of the 6 eldest inhabitants, the last keepers of unique local customs.

The campaign focused on the urban population, with ages between 24-40, who is looking to buy products with traditional heritage.

We sent a small documentary team to film the villagers and create the content. We posted the videos on Albalact’s Youtube channel and promoted them through a 360 campaign nationwide.

A small documentary team was sent by Albalact to Tecsesti. They stayed with the villagers and talked about the local stories. They took these stories and reinterpreted them using popular vlogging formats.

We launched Tecsesti Vlogs and created an entire ecosystem around the content. We used special social media formats and, just like any respectable influencer would have, even launched their own Instagram page with custom made local content from our Tecsesti influencers. Furthermore, we used in-store and TV materials to direct consumers to our vlogs.

2,683,000 Youtube views

5,952,295? impressions

+512% increase in YouTube subscribers

+11% increase in sales value

9% of the profit went to rehabilitating the village community center