Mokate is an international FMCG company with Polish roots. In Ukraine, its portfolio includes tea brands such as Minutka and Loyd. Despite different target audiences, both brands faced the same challenge — increasing brand awareness.
The campaign launched during the winter high season — a period of intense competition and rising media costs. The main goal was not only to scale reach but also to keep cost per contact under control in an oversaturated media landscape.
Challenges
- Low brand awareness for Minutka and Loyd among the target audience
- Lack of a clearly defined local tone of voice and relevant insights
- High category competition during the winter period
- Seasonal increase in CPR
- Need to align online and offline channels to achieve a combined impact
The core challenge was to make the most of the holiday and post-holiday periods while keeping the budget and cost per contact under control despite intense competition.
Strategy and objectives
We built an omnichannel strategy with a clear structure around two consecutive brand flights. Each flight had its own emotional focus, tailored content, and media mix, with a defined role in the overall communication model.
This approach helped avoid media oversaturation during peak periods, align messaging with the season’s emotional context, and allocate budgets more efficiently across both brands.
Campaign objectives:
- Increase brand awareness for Minutka and Loyd
- Scale reach without increasing CPR
- Build a strong connection with different audience segments
- Amplify impact through the combination of digital, influencer marketing, out-of-home advertising, and offline channels
Flights:
- December 2024 — Minutka: focus on family values, warmth, and festive traditions
- January 2025 — Loyd: focus on self-care, personal rituals, and post-holiday recovery
Implementation: Minutka Flight
The communication was built around familiar, everyday scenarios: time with family, seasonal occasions, and moments when tea becomes part of a shared experience.
The digital campaign focused on a broad but controlled reach. During optimization, the focus shifted toward short-form video formats, which demonstrated higher efficiency.
Digital flight results:
- 7.9M impressions
- 1.79M reach (+22%)
- CPR: −18%
- 1.58M video views
- 17.3K clicks
During the festive period, Minutka reinforced its emotional brand image. Facebook placements delivered consistently high engagement and strong reach (1,359,189), supporting brand presence at peak communication moments.
On Instagram, Reels and situational festive content performed best, driving high engagement and active sharing. Overall reach was 197,814.
We used influencer marketing as a targeted lever to strengthen the campaign’s emotional layer. For each integration, we selected creators based on native content fit, lifestyle relevance, and alignment with Minutka’s brand values.
One collaboration generated over 850K views across three platforms. By the end of the flight, the campaign achieved a 63% Reach Rate, proving that the right influencer choice can deliver strong performance even with a limited budget.
Alongside digital channels, Minutka strengthened its presence through offline channels. Radio drove frequency and recall among older audiences, accelerating awareness at launch and reinforcing digital impact.
Implementation: Loyd Flight
In the second flight, we shifted the communication from mass festive scenarios to personal rituals and self-care. The content focused on self-care aesthetics, creative moments, and everyday habits.
The digital campaign aimed to scale reach without overwhelming the audience with ads. Continuous bid optimization in Meta became a key driver of efficiency.
Results:
- 7.1M impressions
- 1.8M reach (+50%)
- CPR: -33%
- 1.55M video views
- 11K clicks
Loyd’s communication strengthened the brand’s positioning as part of everyday rituals and self-care.
Facebook delivered 1,298,124 reach, serving as a stable channel for scaling brand presence and maintaining contact frequency across a broader audience.
Instagram delivered 435,317 reach, with high audience engagement driven by Reels and Stories that reinforced the brand’s emotional image.
Influencer marketing brought the atmosphere of comfort and creativity into everyday routines, strengthening the brand’s emotional positioning.
To increase visibility, Loyd received additional offline support through outdoor advertising. Out-of-home advertising served as a mass-presence channel, ensuring daily brand visibility in the urban environment. The placements delivered an average of 1.2M daily contacts and broad reach while maintaining budget efficiency.
The Mokate campaign demonstrated that a clear strategy, a structured split into brand flights, and strong channel synergy enable effective performance even during peak seasons. Brand differentiation, real-time optimization, and a well-designed omnichannel approach enabled scaling reach while maintaining control over cost efficiency.
Project Team
Mokate
- Olha Sivakova, International Brand Manager
- Tomasz Gronkiewicz, International Marketing Manager
MixDigital
- Daryna Ulanova, Senior Account Manager
- Kseniia Nekluenko, Media Buying Specialist
- Viktoriia Klymko, PPC & Programmatic Specialist
- Anastasiia Shkliar, Media Buying Group Head
- Olena Zamora, Social Media Marketing Manager
- Vlada Yurevych, Social Media Marketing Manager
- Anastasiia Korobeiko, Social Media Marketing Head
- Olha Korytko, Media Planning Team Lead
- Anastasiia Peretiazhko, Digital Strategist
- Anna Simbirova, Designer
- Yelyzaveta Terikhova, Designer
- Valeriia Yakymova, Designer
- Anna Nikolaichuk, Head of Design
- Veronika Marchenko, Content Creator
- Sofia Shpyliova, Head of Content Production
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