The Interactive Agency Ideacto sp. z o.o. has established an exclusive cooperation with Cartman, which is behind the production of probably the best viral campaign on the Polish network - the Barbara Kwarc project (also called “Mrs. Barbara”).
During 3 years of production, the production gathered hundreds of thousands of fans, and the clips with the participation of the popular Baśka exceeded 80 million views on the project's channel on Youtube. The video blog is watched on average from 100 to 500 thousand Internet users per month, while the profile on Facebook has accumulated more than 350 thousand fans. Not without reason, in December 2009 Barbara Kwarc was appointed by the media, Queen of the Polish Internet. Barbara Quartz's video blog has also been awarded many awards. In the March monthly magazine Press video, the blog took third place in the ranking of the brightest vlogs in Poland.
During the implementation of the project, the image of Barbara Kvarc was used to support promotional activities of companies such as Polsat, Opcom, Saatchi&Saatchi, Kredytum, XCMG Europa, and Allegro Group. Baśka also collaborated on television programs — among others, she appeared in the show “Szymon Majewski Show”, where she hosted an author's section devoted to commentaries on current events.
Ideacto's actions around viral video are part of an important trend in the development of the Internet market, which confirms the success of the campaign against ACTA “Call to the Nation” carried out with the participation of Barbara. As a result of the implemented campaign, the message was published in the largest portals and broadcast in the main editions of news programs in Poland. Thanks to this, more than 20 million people saw the material within one week, and the cost of reaching the recipient was less than 0.001 PLN. The clip was also popular abroad — it was broadcast by, among others, a global station — Al Jazeera. The full case study of the project is available on the website Ideact.
As part of the cooperation, Ideacto will be responsible for the sale, implementation and promotion of campaigns using viral video, including activities with the participation of Barbara Kwarc — Queen of the Polish Internet. The company also plans to launch more original projects aimed at creating new Internet celebrities around whom communication will be built, following the example of the activities carried out in the project “Barbara Kvarc”.
