Influencio campaign for Papa Mozhet holds CPV up to 10x below plan across three waves
Papa Mozhet, a Russian sausage and meat-products brand that OMI ranked the country's most-loved brand for six consecutive years, hired Influencio to run an awareness campaign built around nano and micro-bloggers with engagement above 4%. Three waves have wrapped and a fourth is finishing, moving from a classic sausage lineup to a collaboration with the animated characters Smeshariki. Influencio rotated in 37 bloggers with no repeats across waves and generated more than 65,000 audience reactions. Each wave beat its own CPV plan: the first wave's CPV came in ten times below plan on the strength of a few organically viral posts, while the second and third waves held CPV at 0.49 and 0.59 rubles against plans of 0.94 and 1.08 rubles even after adding required on-screen merchandise that typically hurts platform recommendation odds.
Sustained CPV control across four waves, including one with tighter creative constraints, signals that influencer campaigns can hit efficient view costs without relying on a single viral hit. Agencies planning always-on creator programs get a reference point: a documented, repeatable selection and briefing process that holds up wave after wave. Advertisers weighing influencer marketing against paid video can use these CPV figures as a benchmark when negotiating rates or setting campaign targets.