NetInfo, part of United Media, together with Vidal Media, has launched an innovative influencer marketing ecosystem in Bulgaria that transforms leading reality and entertainment personalities into a strategic asset for brand partners.

The initiative introduces a new, integrated model that connects the power of primetime television with the agility and authenticity of digital influence.

The program brings together more than 100 recognizable talents from some of the most-watched formats on NOVA, enabling brands to engage audiences who have developed strong emotional loyalty to these personalities. As new reality seasons launch, the talent pool continues to expand.

The strategy is rooted in one powerful insight: audiences trust recommendations from people they feel connected to. Television builds initial familiarity, and social media deepens it.

By combining the two, NetInfo and Vidal Media offer brands an approach that is more credible and engaging than traditional advertising formats. The program goes far beyond social media posts. It uses a multiplatform approach: television and online branded entertainment, creative digital formats, event participation, POS and outdoor advertising. This allows the faces from the NetInfo and Vidal Media influencer program to carry brand messages across every consumer touchpoint.

“We provide brands with a full infrastructure — from selection and creative ideation to execution and measurement. We integrate influencer channels as a natural extension of brands’ connection with the digital generation,” says Irina Porruzyan, Chief Revenue Officer at NetInfo.

“The 360-degree projects we create with NetInfo demonstrate how powerful the synergy between television and digital content can be,” adds Vasil Ivanov, co-founder of Vidal Media.

Official podcasts linked to reality shows generate tens of millions of online views, and their participants become standalone social media stars. It is no surprise that businesses are seeking meaningful ways to integrate influencers into their marketing mix.

Brands are looking for less noise and more connection with real people. The influencer program by NetInfo and Vidal Media builds a complete ecosystem for strategic influencer marketing in Bulgaria — from talent identification and content creation to campaign execution with measurable business impact.

For the marketing community, this platform opens new opportunities to collaborate with fresh faces who already possess loyal audiences and established trust. And for viewers, it’s one more reason to keep following their favorite TV heroes long after the show’s finale.