Celebrity Item Drops on Avito: Avito and Premier pioneered the first celebrity drop format, turning film set props into collectible items with a story. Avito and Premier, an online streaming platform. Avito aimed to attract a new audience and shift brand perception—without relying on costly ad campaigns. Competitors were actively using discounts and exclusive offers, making traditional marketing tactics less effective. Premier became their key partner in breaking away from conventional promotional formats. The film industry boasts high audience engagement and strong emotional appeal—items worn by beloved actors instantly become sought-after collectibles. Additionally, Premier was gearing up for major releases and, like Avito, was seeking unconventional promotional formats. Celebrity involvement naturally attracted media attention, generating an organic PR effect without direct ad spend. This strategy was born out of a desire to integrate into the film industry and launch Russia’s first series of celebrity drops featuring items from film sets. The idea elevated Avito’s brand image, opened up a new promotional channel for the streaming service, and sparked organic media buzz. And all of it — absolutely free! Big Idea: Clothing with a story — exclusive celebrity items that prove you really can find anything on Avito. All proceeds from drop sales went to charity. The campaign proved so successful that even Sergei Bezrukov endorsed it on his social media. And because the project was a win-win for everyone involved, it was carried out at no cost.