Wild Kitchen is a culinary project by VK Video featuring 12 top chefs who are also influential figures in the gastronomic world. Their involvement became a key part of the promotional campaign aimed at attracting new viewers to the show and broadening the perception of VK Video as a platform with diverse content. The chefs weren’t just participants — they actively promoted the show across social media and through special projects. They appeared in promo videos and outdoor ads, joined partner integrations, hosted masterclasses, and even launched signature menus in their restaurants inspired by the show. This collaboration with high-profile chefs, combined with a multi-channel campaign, became a major growth driver for VK Video. In just one six-episode season, the project attracted over 8 million unique viewers, boosted daily active users of culinary content by 29%, and increased total viewing time by 47%. We succeeded in drawing in a new audience and reinforcing VK Video’s position as a platform where everyone can find content to match their tastes.