“Kazakh Street Food Map”: a digital special project for the launch of the STREETХАНА series

Starting point

A series about street food needed a reason to talk beyond advertising: something people want to share and come back to.

What we learned about the audience

Street food is different in every city, and people love arguing about where it tastes better. Big projects are rarely addressed to people in Aktau or Kostanay, so a project about your own city hooks you more than any national advertising.

Task

Warm up the digital audience for the release of the STREETХАНА series and give viewers a reason to talk about it before the premiere.

Solution

1. 01

   Research: what people really eat on the streets of different cities in Kazakhstan

2. 02

   Interactive map: 8 cities: Almaty, Astana, Shymkent, Kostanay, Aktau, Ust-Kamenogorsk, Karaganda and Aktobe

3. 03

   Texts about the dishes: an illustration with labelled ingredients, the dish's story in the city and its link to the series' plot

4. 04

   Well-rated spots on Yandex Maps where you can try the dish right now

5. 05

   Versions in Russian and Kazakh, the series trailer and a link to watch

6. 06

   Placements specifically in local media: 13 city outlets, to reach the right audience

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Result

• Views in a week800 000+
• Clicks through to the project2 000+
• Content interactions5 000+
• Local media13
• CPV10,45 ₸

Placements

Some of the 13 local media outlets that covered the project in April 2026.

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What worked

1. Local focus: people in Aktau are rarely the audience of projects like this, but here they see their own city, and in their own local media.
2. Gamification: people want to explore the map, look for their city and share it with friends.

Team

• Maxim FetisovContent strategist
• Ekaterina LoganovaArt director
• Gleb ChunarevProducer
• Danel KhodzhaevaEditor