Mahagon
Mahagon’s first structured YouTube campaign, using visual, native integrations centred on style and self-expression.
placements
views
involved
About the project
Challenge, approach and result
Challenge. Fashion brand Mahagon was entering YouTube for the first time and wanted to introduce its signature hoodies with oversized hoods to a new audience. The campaign needed to connect the product with style, individuality, and self-expression rather than simply display an item of clothing.
Approach. We chose creators whose content could feature the product naturally and visually, including Anna Shota, LukassKane, Timonqi, NEDOHAKERY Lite, KVAS, and TAK OSTRO!. The format focused on personal presentation and emotion rather than a list of product features.
Execution. ETC AGENCY developed the platform-entry strategy, prepared briefs and narrative guardrails, managed approvals and creator communication, reviewed content and publishing, and handled ad labelling and reporting.
Result. The published campaign stage delivered more than 40 placements across 6 creators and generated over 15 million views, giving Mahagon a visible YouTube debut with a consistent brand image across integrations.
What we did
- We have developed a strategy for entering the site for the first time so that the brand immediately sounds confident.
- We have selected bloggers whose audience intersects with Mahagon's values — style, self-expression, individuality
- We have thought over the integration format: light, native, with an emphasis on visual and emotion
- We organized the entire process, from the briefing and approvals to the final publications.
- We took over labeling, paperwork, reporting, and communication with the authors.
Do you want to increase the popularity of your brand?
NOW IS THE TIME!
