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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Vlad & Niki

Finalist in YouTube Presence, YouTube Partnership

Objective

With their daily adventures and antics on the popular "Vlad & Niki" YouTube channel; brothers, Vlad and Niki Vashketov, entertain and educate preschool aged children and their families around the world.  Each video utilizes an innovative mix of live action, animation and music to achieve comedic narratives that capture the attention of the preschool demographic.

As kid influencers, "Vlad & Niki" leverage their short-form streaming content using dynamic storytelling and interactive play to bring awareness of the latest toys and games to their global audience.  Top toy companies, recognizing the emotional connection that children have with the brothers, are partnering with "Vlad & Niki'' YouTube Channels to develop original content that resonates their brand's identity with consumers.

 

 

Strategy

The "Vlad & Niki" content is created by organic videos shot in the family home, neighborhood and favorite destinations such as zoos, parks and beaches.  The brothers' parents, Sergey and Victoria, enhance typical everyday situations with comedy, learning, and special effects that make the content fun and relatable to youngsters around the world.  The viewers, while being also entertained, believe themselves to be part of the narratives as they are imagining what it is like to be playing along with Vlad and Niki in their own homes.

Starring seven-year-old Vlad Vashketov and five-year-old Niki Vashketov, each 3 to 12 minute short is created to entertain children while challenging them to explore, create, learn and think outside the box.  Preschool audiences enjoy laughing and experiencing the brothers' family adventures.  Adding to the lighthearted family-fun are the boys’ real-life mother Victoria Vashketova and occasional guest appearances by their baby brother Christian.  Vlad & Niki's spirited subject matter explores everyday life themes featuring topics such as learning the alphabet, celebrating with friends, playing with cars, participating in physical activities, exploring animals at the zoo, emulating superheroes, teaching about healthy eating habits, partaking in arts and crafts, and playing with toys.   

As a powerhouse destination for the preschool demographic, "Vlad & Niki" 16 YouTube channels in 13 languages have become instrumental for the strategic campaigns of toy companies to organically promote their newest lines of toys and games.  As celebrity "kidfluencers," they attract major brands including Hot Wheels, WWE Toys, Disney Cars, etc., to collaborate on sponsored content while entertaining their audience and fans.

 

 

Results

"Vlad & Niki" were successful in growing their worldwide audience on 16 YouTube channels in 13 different languages.  The global superstars have dominated the preschool space by capturing more than 152 million worldwide subscribers, including 62+ million subscribers on their English channel, and drawing over 80 billion views.

In the video "Baby Chris Learning Animals at the Zoo," Vlad and Niki take the viewers and their baby brother on a learning adventure to the zoo, having fun and discovering different animals along the way. Posted on October 29, 2020, this video has garnered more than 22 million views.

Some of the impactful sponsored brand collaborations of 2020 were with Mattel.

** All viewership data is as of February 6, 2021

Media

Video for Vlad & Niki

Produced by

Vlad & Niki - Content Media Group FZC, LLC

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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