Yandex Go
A TikTok-first comedy series built for brand impact
Comedy Series, Measurable Lift
Yandex Go unified 10 services in Kazakhstan through a TikTok-first comedy series, then used Spark Ads, In-Feed Ads, TopView, and TopReach to scale it, lifting Favorability by 5.5%, Recommendation by 3.5%, Ad Recall by 2.3%, and adding 31,000+ followers.
- Ten episodes featured recurring characters, vertical storytelling, Kazakh dialogue, and Russian subtitles.
- At frequency 6+, Favorability uplift exceeded 14%, supporting sustained serialized exposure.
- TopView and TopReach were the main drivers of Ad Recall in the Brand Lift Study.
The objective
Turning multiple services into one recognizable brand story
Yandex Go is a super app that brings together everyday services in Kazakhstan, including rides, food delivery, intercity travel, parcel delivery, groceries, and more.
The campaign brought 10 services together in one TikTok-first concept. The goal was to move beyond separate product messages and build one recognizable campaign that could strengthen brand affinity, expand reach, grow the TikTok community, and drive traffic to the featured services. Together with agency Allformance, we chose a short-form comedy series designed specifically for TikTok.
The solution
A TikTok-native comedy series built to scale
Ten Yandex services — Taxi, Food, Intercity, Delivery, Lavka, Fuel, Kinopoisk, Music, Afisha and Books — became one ten-episode comedy series built around everyday situations people recognize. Recurring characters tied it all together, turning ten separate product messages into a single campaign.
Each episode was made for TikTok: vertical, fast-paced, hook-first, shot in Kazakh with Russian subtitles for reach across Kazakhstan. Episodes lived on the Yandex Go TikTok account, making the brand page the series' home.
Spark Ads and In-Feed Ads drove paid reach, Video Views kept people watching, and Community Interaction turned viewers into followers. The same cast also showed up in native UGC, extending the story further.
Once the series had an audience, TopView and TopReach scaled it nationally. It closed with a custom Logo Takeover and TopView activation, morphing the TikTok logo into the Yandex Go identity in time with the campaign soundtrack. All creative for the campaign was developed by Allformance.
The result
Turning entertainment into measurable brand love
The campaign delivered statistically significant uplift across every measured brand metric and added more than 31,000 followers to the Yandex Go TikTok community. According to a TikTok Brand Lift Study, Favorability rose by 5.5%, Recommendation—one of the hardest brand metrics to shift—grew by 3.5%, and Ad Recall increased by 2.3%. At a frequency of 6+, Favorability uplift exceeded 14%, reinforcing the value of sustained exposure to a serialized entertainment concept.
Video Views and Community Interaction contributed to Favorability, while Community Interaction also drove Recommendation and supported account growth. TopView and TopReach were the primary drivers of Ad Recall. The strongest shifts appeared among audiences aged 18–24 and 35–44, with Recommendation gains extending across the 35–54 audience. Together, the results show how a coherent entertainment universe helped Yandex Go move beyond visibility and build genuine affinity.
Our challenge was to make ten very different services feel like one brand people love. Instead of running ten campaigns, we told one story - a comedy series built natively for TikTok, in Kazakh, with characters our audience recognized from their own lives. TopView and the Logo Takeover gave that story national scale at the right moments. We are happy to see that campaign went beyond reach: it sparked real interaction, grew our community, and genuinely shifted how people see the brand.
Your questions, answered
Business Help CenterHow did Yandex Go unify ten services?
It turned ten services into one ten-episode TikTok-first comedy series built around familiar everyday situations. Recurring characters connected separate product messages into a single brand story.
Which ad formats helped scale the campaign?
Spark Ads and In-Feed Ads expanded paid reach, Video views helped keep people watching, and Community Interaction supported follower growth. Later, TopView and TopReach scaled the series nationally, ending with a custom Logo Takeover and TopView activation.
What results did the campaign achieve?
The campaign added more than 31,000 followers and showed statistically significant brand lift: favorability rose 5.5%, recommendation rose 3.5%, and ad recall rose 2.3%. At a frequency of 6+, favorability uplift exceeded 14%.