Yahotynske is Ukraine’s largest dairy producer. With over 50 years of tradition and a constant drive for innovation, the brand approached us with a challenge: stand out in a conservative category.
To reposition the brand, we moved away from a purely functional product presentation. Instead, we developed a holistic strategy that infused Yahotynske’s image with more emotion — while preserving its authenticity. Our goal was to make the brand relevant for younger audiences without losing the trust of long-time consumers.
Strategy & Objectives
The core strategy was to build a strong emotional association between the brand and the feeling of pleasure. Rather than focusing on product benefits, we emphasized the enjoyment of Yahotynske’s unique taste.
Campaign objectives:
- Make communication more emotional
- Increase brand awareness
- Visually modernize the brand image
- Boost audience engagement
- Strengthen brand trust
- Reinforce Yahotynske’s market leadership
To meet these goals, we built an integrated SMM ecosystem that reflected the brand’s updated image across all digital touchpoints.
Tools & Execution
Refreshing Yahotynske’s communication required a well-rounded approach to deliver impact across all KPIs.
Influencer Marketing
We launched 21 influencer collaborations on Instagram in two distinct styles: lifestyle and food. Instead of templated briefs, we tailored content to each creator’s audience — preserving authenticity and ensuring natural brand mentions.
For example, food creators shared recipes featuring Yahotynske products, while parenting influencers produced warm, family-focused stories. Content was posted 1–2 times per month. Some influencers voluntarily cross-posted on TikTok, driving additional reach without extra investment.
Visual Identity
Most dairy brands focus on glossy product presentation. We took a different route — crafting a signature aesthetic rooted in everyday life with subtle elements of Ukrainian heritage.
The core message: Yahotynske isn’t just a product on the shelf — it’s part of everyday Ukrainian life: on the family table, in a school lunchbox, or on the go.
We brought this concept to life on Instagram and Facebook — platforms aligned with the brand’s target audience.
Content formats:
- Design (static posts)
- Craft (static + video)
- UGC (photo contests)
We used natural lighting and domestic setups to create relatable visuals. Macro lenses captured soft textures, and all visuals were color-graded manually — no artificial filters.
The visual palette included soft, natural tones: beige, sand, pastel yellow, and sky blue. To reinforce emotional connection, we added collage elements inspired by Ukrainian symbols.
We structured content into editorial-style categories, each with its own visual language. For example:
- “When words fall short” — macro shots focusing on taste
- “Family at the table” — emotional scenes of family moments
- “Delicious… and nutritious!” — dynamic footage of people enjoying Yahotynske throughout the day
Video Content
We produced a series of short vertical videos for Instagram and Facebook, focusing on organic engagement through quality production — not aggressive promotion.
Production principles:
- Film-level attention to detail
- Warm, natural lighting
- Smooth editing with soft transitions
- Neutral color palette
- No voice-over
- Subtle, natural acting
The real star of each video was not the product — but the emotional reaction to it. This helped us convey taste through feeling.
Integrated Approach
We brought Yahotynske into the audience’s daily life by ensuring consistent visual presence across all brand touchpoints. Every piece of the SMM system supported the overall strategy — making the communication feel cohesive and alive.
Results
Yahotynske’s rebranding is a prime example of how a systematic SMM strategy can elevate a brand’s emotional appeal, aesthetics, and recognition.
Instagram:
- +4,014 followers
- Engagement rate — 27.35%
Facebook:
- +17,000 followers
- Engagement rate — 1.88%
- 3-second view rate — 23.49%
- 400,000+ video views
Influencer campaign:
- 6,849,243 total views
- 329,559 interactions
Thanks to cross-posting on TikTok, we gained an extra 1M+ impressions and 146,632 additional interactions — without paid promotion.
Takeaway
In partnership with Yahotynske, we reimagined how a traditional dairy brand can connect with audiences in the digital era. By combining freshness with authenticity, we proved that tradition can feel modern — and emotional storytelling can deliver real results.
Want your brand to stand out just as clearly in digital?
Let’s create a strategy that brings your image to life and builds stronger connections with your audience.
