The advertising campaign for The Telki series of more.tv online movie theater is an ecosystem of special projects united by a single concept based on the plot of the series: toxic relationships, strong female characters and revenge. The case describes situations and a social topics that are very familiar to many people disclosed in a native manner in relevant channels attracted an influx of new audiences to the series and the platform. This project placed the main bet on the most native presentation of the series, its plot and characters in the channels that the audience trusts the most: content special projects on the topical entertainment and Lifestyle resources and opinion leaders. Making bloggers a separate channel of communication with the audience was an important and effective strategic decision. We are so confident in the quality of the product and the poignancy of its subject matter that we gave top bloggers from various categories a preview of the series and full creative freedom to further interpret and natively represent the product to their audience and maximize its involvement. The audience responded very actively to the publications of bloggers and special projects, and thanks to the viral effect the series received widespread publicity and a lot of views.