Our client Kijiji, Canada’s largest and most trusted online classifieds site where people buy and sell, needed a nationwide YouTube pre-roll brand campaign that users don’t skip. It was a challenge because let's face it: everyone skips rolls.
The #KijijiRaps campaign features local rappers, who were asked to write their own raps boasting different attributes of Kijiji.
The original approach and authentic videos, which are more like independent music videos than traditional ads, beat the industry’s average watch-rate by 320%. It also won Kijiji thousands of likes and comments asking for more.
We quickly responded to the request, offering users to submit their Kijiji ads to get their own personalized rap.
Without missing a beat, in 2 days we produced with our rappers 28 more videos from our favorite ads.