Video Advertising for Hankook Tire on VK and Kinopoisk
Build brand presence for Hankook Tire among Russian drivers through continuous video advertising on the country's largest owned video platforms.
569,642 clicks at a CPM below the automotive market average.
Background
Hankook Tire is a South Korean manufacturer that produces tires for passenger cars, sport utility vehicle (SUVs), and commercial vehicles, and it also supplies racing series as an official partner. In Russia, the brand is known through retail distribution and its association with motorsport, and it needed a way to keep the recognition alive with a broad audience of car owners.
Russia became a separate media challenge for the brand because the international video platforms that carry Hankook Tire campaigns in other markets are not available here. The advertiser therefore needed a local partner who could buy video inventory inside the Russian ecosystem, handle platform requirements in Russian, and provide transparent reporting.
Goal
RMAA Agency was asked to keep Hankook Tire visible to Russian drivers throughout the year rather than in one short burst of activity. The client set clear criteria for that work, so the campaign had to hold contact frequency at a controlled level, keep the cost per thousand impressions at or below the automotive market average, and finish every monthly plan in full.
Delivering all of this consistently was not simple, because the client renewed the program one month at a time and every creative arrived from Korea in an international version that Russian rules do not allow on air. Reporting added another layer, since the brand team followed results day by day and needed figures it could use to explain our costs to internal stakeholders. Overall, the success of the campaign depended on our ability to hold delivery and cost efficiency steady in every month of the program.
Solution
Audience and channel context
The target audience covered men and women aged 25 to 54 with average, high, and premium income levels and an interest in transport, which matches the profile of active car owners who make tire purchase decisions themselves.
We built the media mix on two platforms that cover this audience at scale. VK Video ads deliver large volumes of in-stream advertising inside automotive and lifestyle content, so it carried the reach part of the task. Kinopoisk advertising works differently, because its spots run in a non-skippable format within a paid streaming environment, which means viewers watch them to the end far more often. Together, the two placements were meant to deliver the brand both volume and completed exposure, and the difference between their formats is visible in the results below.
Strategy
We structured the activity as consecutive monthly flights with even daily pacing. For a tire brand, this suits the category, since purchase demand appears throughout the year and repeated exposure at a controlled frequency keeps the name present at the moment a driver starts choosing tires.
We also planned each flight against a fixed cost benchmark instead of volume alone. Before every period, we agreed target efficiency levels with the client and then measured actual delivery against the automotive market range on each platform, which kept the conversation with the brand anchored in value rather than in raw spend.
Campaign execution
The first flight went live on VK on March 11, 2026, with two creative concepts, FE Tech and Ventus x WRC.
Kinopoisk started later in the same month after the platform resolved a technical problem on its side, and we rebalanced the remaining days so that both placements still closed March in full.
As mentioned earlier, Russian rules require advertising content in the local language, so the international assets could not run in their original form. We raised this before launch, offered the client a Russian voiceover for the films, and supplied two wordings for the on-screen claim about electric vehicle tires, which let the brand pick the phrasing that matched its tone of voice.
Creative rotated as the brand released new films. FE Tech and Ventus x WRC carried the spring flights, FE Rewind Film replaced them at the end of April and ran through the summer, and Ventus x MINI JCW joined the mix in September.
From May onward, the client concentrated the program on VK, and we rebuilt the monthly plans around a single platform without losing pace
Campaign management and reporting
Whenever delivery fell behind early in a month, we raised the pace over the following days so that the flight still closed at its planned volume, and we used the same approach after the ten-day pause in spring, when the campaigns had to pass through the platform learning stage a second time.
The client received a report every week with planned and actual figures, a day-by-day breakdown, and a benchmark comparison for CPM. When the brand team questioned a mid-April dip in click-through rate on VK, this reporting let us show both the cause and the recovery inside the same month, and the campaign continued without a break.
Results
Between March and August 2026, six consecutive monthly flights produced the following results.
- 107.9 million video impressions delivered across VK Video and Kinopoisk.
- 64.8 million completed views
- 569,642 clicks to the Hankook Tire website.
- 10.9 million unique users reached in August alone
For the client, the practical outcome is a working media channel in a market where its usual platforms are unavailable, supported by detailed reporting. The brand has extended the program every month since March 2026, and the activity continues.
