There is a stereotype in society that being an influencer has nothing to do with work. This is also proven by the results of the study conducted by SW Research "Ranking of the prestige of professions and specialties", in which YouTuber and influencer took the two lowest places. Creating content, especially among older people, is more often associated with a hobby from which you can earn extra money.
This stereotype stops young people from moving towards becoming content creators. This is due to the fact that they are afraid of the reactions of their surroundings and the appearance of hate.
The prestige of the profession of infuencer is one thing. The second is that more and more young people declare that this career path seems the most attractive to them. At Mountain Dew, we have always wanted to break stereotypes and prejudices that prevent young people from realizing their dreams – says Bartosz Kajak, Brand Manager of the Mountain Dew brand at PepsiCo Polska – Despite the prejudices of generations that did not grow up with social media, we want to create conditions for those who have talent so that they can exist and "Dew it anyway".
Through the Mountain Dew campaign, it extends a helping hand to young people. The brand wants to give them the support necessary to unleash the potential of young, creative people.
The “Dew it anyway!” communication platform there is a dedicated Discord server. Participants and all interested parties are gathered there. Mountain Dew has planned a number of meetings and workshops to be held on the server. During them, professionals from various fields will conduct training in, among others, image building, psychology, diction and voice emission, as well as editing, post-production and streaming.
We created this campaign to give young people the right tools and the support they need to help them achieve their goals – adds Bartosz Kajak.
The campaign is divided into two phases: recruitment and competition. In the first stage, interested people can apply by sending, among other things, a specially prepared video in which they talk about themselves. Based on the submitted videos, the committee will select 50 people who will move on to the competition phase.
The selected group will face subsequent tasks, including preparing a photo to be published on Instagram or a video to be published on TikTok. At this stage, participants will earn points, thanks to which the best will be selected. The competition will feature prizes with a total value of almost PLN 70,000. The best participants of the campaign will receive equipment helpful on their way to an influencer career, provided by the technology partner, x-kom.
inStreamly and A41 are responsible for preparing and implementing the creative concept of the “Dew it anyway!” activation, implementing and supervising the Discord server, conducting training and selecting expert staff, as well as servicing ambassadors. In addition, inStreamly runs a dedicated promotional campaign on the Twitch.tv platform. The activities are carried out in cooperation with the Zenith agency. The Avanti agency is responsible for managing the competition.
