Work

5 GUM

DARING TO REACH 13-18 YEAR-OLDS WITH YOUTUBERS

Our daring video content helped accelerate an ordinary portfolio brand into acceptance by an elusive teen market.

To promote an integrated, on-pack game of Truth or Dare, the 5 Gum brand enlisted YouTubers KianAndJc to reach the elusive 13-18 year-old target.

Our Approach

  • Working with our agency partner and the YouTubers, AKA’s creative team scripted scenarios and secured several Hollywood locations for this dynamic production.
  • Since the loser of the Truth or Dare game would get a fresh tattoo, AKA coordinated with an LA ink studio to schedule the last shot of the day.
  • In one production day, AKA delivered the brand’s primary YouTube content and a dozen additional video shorts to support a Twitter sweepstakes.

Our Proof

Challenged to create authentic video content without alienating our influencer’s subscribers, AKA helped 5 Gum and YouTube stars KianAndJc take the classic Truth or Dare game to a whole new level. After the loser ate snail tacos and got a fresh tattoo, 5 Gum collected 2 million views for the brand.