Case Study: Trolls engages Generation Z with viral content via Jakala

Pyaterochka engages Generation Z with viral content

Pyaterochka, the Russian retail chain, wanted to engage Generation Z in a more original and entertaining way while promoting its campaign tied to DreamWorks’ “Trolls World Tour.” Jakala supported the initiative with kids entertainment-event solutions, including collectible cards, plush keyrings, and a digital karaoke experience designed to connect with younger consumers.

Jakala created and delivered the campaign, centered on a Karaoke App with masquerade functionality that let users sing, create content, and share videos on social media. Supported by social media marketing, YouTube unboxing content, celebrity ambassadors, and a TV commercial, the campaign generated a high number of app downloads, strong co-creation engagement, and widespread viral sharing.

Trolls