HENNESSY Very Special x NBA

Influencer Marketing campaign in Armenia


Hennessy Very Special x NBA influencer marketing campaign started on December 17, 2021, and lasted for 1 week. The last post was made on December 23.

During the campaign 10 creative influencers from different age categories (under 30 and 30+) were involved. This cooperation created the possibility to target youngsters and adults active in social media and interested in sports, entertainment, art-related domains, mixology, tattoo art, photo and videography, and social activism.

Shushan Stepanyan

Hayk Mkrtchyan

Nikolay Hayrapetyan

Gagik Mkrtchyan

Ara Aslanyan

Diana Sargsyan

Hamlet Arakelyan

Ruben Malayan

Sahak Muradyan

Robert Markosyan

Influencers were contacted in advance for the preliminary agreement and instructions. Information note was created in order to provide more information and guideline. 


Followers: 9,700

Diana is a former basketball player and French university Alumni. Currently, she is positioning herself as a lifestyle blogger and model, cooperating with different clothing brands. Her main target group is young women interested in lifestyle, traveling, sports, and fashion.

Diana created 

This video was divided into 3 stories, 350+ vies for the each of them. 
Total: 1000+ views

Views: 3,500
Likes: 165
Comments: 6



Followers: 11,000

This project belongs to Armenian blogger and sports enthusiast Robert Markosyan, who is well known as the president of the Real Madrid football team fun club in Armenia. He has a huge experience in marketing and video blogging, capable to produce quality content, explaining the topic with all the details, and entertaining people to participate in the giveaway campaign.

Robert created an unboxing and explanatory reel, showing the box, and all the items inside. Along with that he created series of photos that are posted in his professional and personal Instagram, Facebook and Twitter accounts. 

Views: 3,043

Likes: 79

Comments: 5

Ara Aslanyan




Followers: ~ 5,000

Ara is a well-known graphic designer and photographer. He has been an art director for various companies, including TUMO center. Currently, he is mostly freelancing as a designer, traveling across the country, organizing concerts for rock artists and parties. He is interested in modern art, mixology, and music. His audience is 25+ people with the same interests.

Ara created series of stories and posts for Instagram showing the box, NBA ball and Hennessy bottle. 

Gagik Mkrtchyan




Followers: 23,200

Gagik is one of the first tattoo artists in Armenia. He and his wife own a well-known tattoo shop. Besides that, he is an actor at Dramatic Theater. He is interested in modern art, drawing, and sketching, as well as in techno music and mixology. His followers are mostly 25+ people with an active lifestyles, involved in club life, parties, interested in art.

Gagik filmed series of unboxing stories for his Instagram, inviting his friends to his tattoo studio to try the new bottle of Hennessy. Along with it, Gagik posted stylized photos in his Instagram feed, highlighting Hennessy x NBA ball

Unboxing video was divided into 4 stories with 2,800+ views for each

Total views: 11,000+

Likes: 595
Comments: 5

Total reach: 5,700



Followers: 5,300

Ruben Malayan is a well-known calligraphist and designer, very active on social media, posting about Armenian Calligraphy but also about daily life and social topics. His followers are mostly 25+ people interested in aesthetics and social life in general.

Ruben filmed an unboxing reel and finished it with his significant calligraphic illustration of the word “Hennessy”. He posted the final result as a photo in his Instagram feed as well.



Followers: 3,200

Hamlet is a young TV host, working at Armenian Public television and hosting an innovative business-related show, traveling across the country and finding new ideas and people with unique businesses. His audience is mainly 20+ people interested in traveling, lifestyle, and entrepreneurship.

Hamlet created an unboxing video for the Instagram Reels and stories. Along with it posted a photo, showing Hennessy bottle and NBA ball

Video was divided into 2 stories with 250+ views each. Total views for the stories 500+



Followers: 3,000

Sahak is a commercial photographer and restaurant owner. He is positioning himself as a urban lifestyle photographer and his followers are mostly youngsters interested in his aesthetics and commercial collaborations.

Sahak created an advertisement unboxing reel in his significant filming style. 

Views: 3,300
Likes: 175
Comments: 18

Shushan Stepanyan



Followers: 44,800

Shushan is one of the known Armenian bloggers under 30. She is producing YouTube videos, working for the podcasting platform.  The main target group is youngsters, interested in digital media. Targeting mainly 16+ audience, sharing life hacks, useful information about social media, and overall aesthetic/artsy content.

Shushan filmed an unboxing video for her Instagram stories

The video was divided into 6 pieces with approximately 8,700 views per story

Total views: 53,000+

Overall, Shushan was not so interested and enthusiastic about the cooperation

Hayk Mkrtchyan



Followers: 31,000

Hayk is one of the most successful Armenian bloggers. He is working at Hetq Media Factory as a producer. Along with his professional and blogging career, he is producing board games for youngsters and socks with funny prints. His main audience is 16+ youngsters interested in media, blogging, board games and lifestyle in general.

Hayk filmed an unboxing video for the Instagram stories and posted a photo with the bottle on his feed

The video was divided into 5 pieces with approximately 13,500 views per story

Total views: 67,000+

Overall, Hayk was not so interested and enthusiastic about the cooperation

Nikolay Hayrapetyan



Followers: 26,300

Nikolay, known as Kolya952 is a very successful YouTuber. Along with it he is building a career as a professional filmmaker and videographer. He was involved in different commercial cooperations. His main audience are youngsters interested in cinematography, music, and artsy lifestyle overall.

Nikolay captured series of stylized photos for his Instagram feed showcasing the ball and the bottle 

Likes: 1,665
Comments: 11