In September 2023, VK Video became an independent brand with its own app available across all devices. However, after the relaunch, many users still perceived the service as just a built-in section of VKontakte rather than a standalone video platform. The content was mostly associated with entertainment formats featuring the same familiar hosts and personalities. This narrowed the perception of VK Video and limited its image as a platform offering diverse content. We set out to highlight the platform’s content diversity and stand out in the crowded landscape of video streaming services. Internal research and audience analysis revealed strong interest in culinary content. We decided to focus on it, and it paid off. We launched Wild Kitchen — a culinary show by VK Video featuring 12 top chefs who are also leading voices in the food scene. The chefs were not only the stars of the show but also played an active role in the promo campaign: they appeared in videos and outdoor ads, took part in partner integrations (Yandex Eats, Delivery, Lavka — with recipes and dishes from the chefs), hosted offline masterclasses, and launched signature menus in their restaurants inspired by Wild Kitchen. We focused on thematic promotion — bringing in real professionals as influencers while leveraging broad-reach communication channels. This approach delivered strong results in the very first season of the project (1.5 months / 6 episodes). Not only did we meet our KPIs — we exceeded them across several areas: — Attracted over 8 million unique viewers (target: 7 million); — Increased DAU and TVT* (*total viewing time) for culinary content by 29% and 47% respectively (target: +20%); — Boosted show awareness by 11 percentage points (target: +5 pp); — Strengthened VK Video’s brand attributes: “Offers exclusive content” rose by 3.9 pp, and “Has all the content I need” by 4.2 pp (target: +2 pp); — Reached 30 million people through the ad campaign (target: 15 million). The collaboration with food influencers and our broad communication strategy helped us deliver the key message: VK Video has content to suit every taste.