Instead of hiring youtubers for our fully scripted advertisements, we enabled them to create the videos of their dreams, and allowed them to decide how to use the product as part of their story. The videos included a 24-hour gamestream in Scandinavia’s largest movie theater, parachuting down a mountain with a snowmobile, and creating a drifting supercar from an old Volvo.

The unique media plan did not include a single banner, television ad, or promoted Facebook post. The branded content spread to the young people in their native environment. The youtubers engaged their respective audiences through Instagram, Whatsapp and Twitter.

Tupla Energy Company became a sensation in just a matter of days. During the first week we broke the 1,5 million view barrier in Finland, a country of only five million people. The social media were filled with reactions, upvotes and fan pics. The tubers became the top headlines of many prominent international news stations. The brand was strongly present in the midst of all this attention.

Tupla’s market share and preference are expected to double during the spring of 2015. All this without one single advertisement. The old heroes are dead, long live the new heroes. And Tupla.