Kiwi Agency

Molokiya Case: Building a TikTok Universe for Conscious Milk Lovers

Promotion period: July 2025 – December 2025
Platform: TikTok

Objectives

Molokiya is one of the most recognized dairy brands in Ukraine, built on the idea of care for health and a happy life. Its products are natural, high-quality, and created for people who consciously choose what they consume.

Our key objectives were:

• Develop a TikTok strategy that naturally reflects the brand’s values and unique character
• Build communication that conveys Molokiya’s emotionality and authenticity while resonating with its audience
• Create content that brings the idea of “life energy” to life through relatable, real-life moments
• Increase brand awareness and strengthen Molokiya’s position among the top consumer choices
• Integrate the brand into trending formats while preserving its softness, warmth, and meaning

Strategy Development

Analysis & Goals

The strategy phase began with a comprehensive analysis:

• Competitor analysis on TikTok and identification of the most effective formats
• Target audience analysis, including behavior patterns and platform-specific interests
• Identification of content niches aligned with the brand’s positioning

We defined two core goals:
increase brand awareness and build strong top-of-mind association.

Communication

We developed a tone of voice that is caring, emotional, and conscious.

Molokiya communicates in a friendly, informal way, speaks the audience’s language, and subtly adapts to context. The messaging is short, clear, and meaningful—supporting the visual content rather than overloading it.

The brand’s voice is one that supports, reassures, and inspires—reminding people that life can feel lighter.

Content Strategy

To make “life energy” tangible, we translated it into a visual and emotional experience present in every video.

We structured the content into key pillars, each reinforcing the brand’s core ideas: lightness, joy, energy, and care.

Series

We introduced storytelling based on relatable life situations.

Each episode starts with a character experiencing fatigue, stress, or emotional overload. Once Molokiya appears, the scene transforms into a natural environment—fields, soft daylight, green textures—symbolizing a return to inner balance.

This became a visual metaphor for life energy: a gentle transition from tension to harmony.

Life Energy

We collaborated with influencers who shared their personal rituals of restoring energy.

These were honest, authentic stories about balance, fatigue, and self-care—where Molokiya products naturally became part of everyday life.

Recipes

We created aesthetic and unconventional recipe content, often filmed in unexpected locations.

These videos highlighted the idea of self-care and everyday resourcefulness, reinforcing the “life energy” concept.

Trends

We adapted TikTok trends to fit the brand’s meaning and tone.

Rather than blindly following trends, we used them to communicate lightness, playfulness, and emotional connection.

Cow Character

We introduced an animated cow character embodying the brand’s kindness, wisdom, and soft humor.

Through this character, we shared simple life insights that support, entertain, and build emotional connection with the audience.

Promotion

To масштабно grow awareness and attract new audiences, we built a structured promotion system focused on native integration and consistency:

• Contest mechanics: 2 campaigns generating over 300,000 reach
• Influencer collaborations: 2 integrations reaching approximately 245,000 users

Paid Advertising

Molokiya became one of the first Ukrainian FMCG brands to actively use TikTok Ads right after the tool launched in Ukraine.

This early adoption allowed the brand to quickly adapt to the platform’s algorithms and secure a strong competitive position.

Campaign results:

• Reach campaigns: 3.7M+ reach
• Follower growth campaigns: 3.8K+ new followers

Results

• Fully developed and implemented TikTok strategy
• Produced and published 100+ videos
• Built an audience of 5,000+ followers from scratch
• Achieved 5.5M+ reach and 250K+ engagements
• Launched 40 advertising campaigns
• Conducted 15 full-scale shoots

LOVARE is a Ukrainian tea brand that sets market trends and creates unique tea blends in a variety of formats.

Promotion period: November 2020 — present

Platforms:

• Facebook: /LOVAREUkraine
• Instagram: @lovareukraine
• TikTok: https://www.tiktok.com/@lovare_ukraine

Objectives:

• To build a community platform for tea enthusiasts;
• To communicate the brand’s values and increase customer loyalty to LOVARE;
• To grow brand awareness and attract new target audiences;
• To increase organic reach and overall engagement.

Scope of work:

• Development of an SMM strategy;
• Creation of visual and written content that communicates the brand’s benefits, values, and uniqueness;
• Launch and management of targeted advertising campaigns (focused on reach and engagement);
• Community management (including handling negative feedback and responding promptly to comments and direct messages);
• Launch of raffles and contests;
• стимулиювання UGC creation;
• Collaboration with influencers.

Implementation:

• Organized professional photo and video shoots for рекламні кампанії;
• Created engaging Instagram Stories with interactive elements;
• Ran targeted advertising campaigns for segmented audiences;
• Developed and maintained content pillars relevant to the target audience.

One of the key content directions was the “Heartwarming Tea Stories” series, where users shared personal stories, poetry, and prose related to tea culture.

We also collaborated with blogger and confectioner Lisa Glinska. As part of this collaboration, subscribers receive a new dessert recipe each month, perfectly paired with a specific LOVARE tea.

In addition to promotional content, we focused on educational and informative posts about tea culture, which generated strong, high-quality audience feedback.

Results:

• Successfully implemented a comprehensive SMM strategy across social media;
• Significantly improved the visual identity of the brand through crafted content;
• Achieved a reach of over 1 million users per month;
• Maintained consistent daily brand mentions in Stories;
• 95% of posts receive positive audience feedback.

See more cases here.

Test Dyson products and get a consultation with a cosmetologist? Have a professional styling session or purchase niche products? This is EVA Beauty. A premium format of EVA stores, whose page breaks traditional beauty content patterns and creates new trends.

Promotion period: July 2024 — present.

Platform: Instagram.

Task:

EVA is a network of budget-friendly stores known to everyone. Here, you can buy household chemicals, home goods, and décor. But what is EVA Beauty?

Our Team's Objectives:

• Develop a strategy with a completely new tone for the brand: EVA Beauty — a fashion-forward page with stunning content that sets trends.
• Build a clear visual and communication differentiation between EVA Beauty and the EVA brand.
• Enhance brand recognition so that everyone knows all products here are premium, niche, and original.

After analyzing the page, we clearly understood that in its initial state, there was no match between online and offline experiences:

• No consistent visual concept.
• No clear communication direction.
• No declaration of the brand's uniqueness.

Goals we set for ourselves:

• EVA Beauty becomes a trendsetter in the beauty community.
• Build a community where the brand is on the same wavelength as its audience.
• Clearly differentiate EVA Beauty from the perception that everything associated with EVA is cheap or budget-friendly.
• Develop a recognizable visual style and tone of voice (ToV).

To achieve these goals, we chose two development vectors:

Content

Even at the reference development stage, we consider every detail — from the video concept to the models' looks. For each product, we create a unique concept to ensure all videos stand out and grab attention.

To differentiate ourselves from competitors, we decided to feature models with unconventional appearances and use bold, eye-catching looks for them.

For EVA Beauty, the visual style must be both stylish and creative, yet clear and concise — with a strong focus on the products. The feed we managed to create:

Before: The feed mostly featured videos from UGC creators with different fonts, styles, and no unified aesthetic, resulting in a disjointed, unpolished look.

After: A stylish, harmonious visual style where the products are clearly highlighted and include captivating accents that grab attention.

The content is designed to stand out, so we opted for minimalism paired with engaging elements and creative ideas.

What resonated most with the audience:

Videos showcasing unconventional interactions with cosmetics, such as crushing, smearing, unique poses of models, and bold, striking looks.

This approach not only improved performance metrics but also positioned the brand distinctly among competitors.

Examples of performance:

Instagram Video 1 — Organic reach: 10,021

Instagram Video 2 — Organic reach: 10,722

Instagram Video 3 — Organic reach: 7,209

Special Content for the Holidays:

Beyond the usual product-focused content, we developed a unique advent calendar concept for the EVA Beauty feed during the New Year season.

We published 12 videos featuring giveaways from various brands. Each video was tied together with:

Festive intros at the start.

Bright, holiday-themed model looks.

Numbers displayed on each video to align with the advent calendar theme.

Tone of Voice

Another crucial component in creating a new image is the tone of communication.We wanted our messaging to break down barriers, making every woman feel like a high-fashion model with cosmetics from EVA Beauty.

Our texts speak about beauty in all its forms, about dreams that are within reach, and about the woman who rarely compliments others, but when she does, it’s perfectly on point.

Our tone feels like that woman — the one who enters a party and stands out with her confident energy and impeccable look. She doesn’t talk much to other women, but every man in the room notices her.

We address our audience on a first-name basis (“you”) to foster a close connection with each reader. To enhance the recognizability of our tone of voice (ToV), we sometimes use Anglicisms like: good hair — don’t care, the best choice, perfect skin, etc., and we provide only actionable, practical advice.

Results:

• Implemented the developed SMM strategy for Instagram.
• Created and launched unique content that distinguishes the brand from competitors.
• Enhanced the visual aspect of the page, which now aligns with the brand's requirements and maintains a cohesive style.
• Developed a unique tone of voice (ToV) that not only complements the content but also emphasizes its impact.

Launching your own trends instead of simply following them? This is what the GlamBee brand is all about, and in this case study, we’ll show how Kiwi Agency made it happen.

Promotion period: December 2023 — present.

Platform: TikTok.

Objectives

• GlamBee is a cosmetics brand known for its vibrant and distinct identity among other brands in the EVA chain.
• Our team was tasked with the following:
• Develop a new strategy that aligns with the brand's personality.
• Create content that makes GlamBee stand out from competitors and captivates TikTok’s discerning young audience.
• Introduce new communication tools to deliver a wow-effect for the audience.

Content

One of the primary challenges was creating a unique feature to differentiate GlamBee’s content from competitors.

For a cosmetics brand, this is a tricky task since adapting trends to content is commonplace.

So, we took a different approach and started our own trends:

Mini-series

GlamBee became the first cosmetics brand in Ukraine to launch its own TikTok mini-series, titled «Like the Younger One».

The main idea? Transport girls back to their childhood, reminding them of the times they used their mom’s or older sister’s makeup. Now, teens have an extensive range of cosmetics at their disposal.

In a modern twist, the same older sister might borrow mascara from the younger one, and moms ask their daughters for makeup advice.

Trend Dance

GlamBee was the first cosmetics brand to launch a trend dance on Ukrainian TikTok.

What’s more organic than dancing on TikTok?

We leveraged this and organized a giveaway, where users participated by recreating the GlamBee dance and sharing it on social media.

Thematic Live Streams

GlamBee was also the first cosmetics brand to host thematic live streams with makeup influencer-bloggers on Ukrainian TikTok.

Live streams are an excellent way to engage directly with viewers and boost brand loyalty.

We regularly host live sessions featuring well-known bloggers and conduct makeup tutorials, such as Halloween looks or heat-proof summer makeup tips.

Our live streams consistently attract over 1,000 viewers.

Macro-content

Another standout feature of GlamBee’s TikTok account is the detailed display of cosmetics, often by literally breaking them apart.

This not only allows viewers to explore the colors and textures up close but also encourages rewatching and engagement through comments.

It’s undeniably one of the account’s most successful series.

Through this approach, we simultaneously showcase the brand and interact with the audience creatively, constantly innovating to make a lasting impression.

Visuals

Naturally, the visuals of each video and the overall profile had to stand out.

Our team ensured excellence at every step:

• During the reference development stage, we paid attention to every detail, from video concepts to model styling.
• We created a distinctive style for GlamBee, combining colorful backdrops that match the brand’s palette with hyper-stylized looks featuring abundant accessories complementing the makeup.
• To produce unique content, we collaborated with prominent bloggers and makeup artists, who brought our ideas to life and crafted intricate, trendy looks that sparked audience engagement.
• The wow-factor is woven into everything we do. For example, we’ve used creative elements like a piñata filled with branded cosmetics for giveaways, personalized cakes, and VFX videos featuring floating cosmetics on Kyiv’s streets.

When GlamBee’s videos appear in a user’s feed, it’s instantly recognizable as GlamBee from the very first second!

Results

• Successfully implemented the developed SMM strategy on social media.
• Gained 124,500 new followers over 10 months of collaboration.
• Created and executed unique, vibrant content that sets the brand apart from competitors.
• Enhanced the page’s visuals to align with the brand’s image and establish a unified style.

GlamBee is about bold challenges and creative solutions.

Volvo is not just a car brand, it is a symbol of safety, reliability, and modern technology on the road. These vehicles become an essential part of everyday life, assisting in travel and unlocking new possibilities. Volvo is always one step ahead, implementing innovative solutions and caring for the environment to remain a leader.

Promotion Period:

January 2024 — April 2025

Platforms:

Facebook: Volvo Car Ukraine

Instagram: Volvocars.ukraine

Objectives:

• Increase audience engagement with content.
• Grow the number of followers.
• Inform the audience about key company news.

Tasks:

• Develop an effective SMM strategy.
• Engage in user communication (handling negative feedback, responding promptly to comments and direct messages).
• Create visually appealing and compelling text content that highlights the advantages and values of Volvo cars and accessories.
• Motivate followers to generate user-generated content (UGC).
• Provide consultation and recommendations for advertising campaigns based on strategic goals.
• Maintain a regular and active posting schedule.

Implementation:

We create content that reflects Volvo’s brand values.

By focusing on key content themes, we build a loyal brand community.

We develop recommendations for social media advertising campaigns based on objectives.

We share information about events, offline activities, and social initiatives that the company participates in.

We run useful and entertaining sections that appeal to the target audience. Through engaging content and continuous interaction with followers, we achieve our goals.

We have developed a content plan for posts and stories, ensuring ongoing user engagement.

Results:

• Successfully implemented the developed SMM strategy.
• Increased the number of followers.
• Improved audience engagement.
• Encouraged Volvo owners to create UGC — now the brand is mentioned in stories almost daily

Have you ordered the creation of wow-content? We accepted this challenge and are showcasing the results of our work with the cosmetic brand Patricia Ledo. This is the in-house brand of the Eva store network, which previously had no presence on social media.

And so, the Kiwi Agency team got the opportunity to bring the Patricia Ledo brand closer to those who appreciate this cosmetics.

Promotion period:

From August 1, 2023 - present.

Platforms: Instagram

Goals:

• Launching the account on the Instagram platform.
• Increasing the number of subscribers.
• Promotion and introduction to Patricia Ledo cosmetics.
• Increasing audience engagement with content.
• Creating crafty, creative content.

Content

The main goal was to create content that stands out among competitors. And the first thing we did was develop a unique Tone of Voice, through which the brand heroine Patricia Ledo communicates with subscribers through posts and videos.

Creating content, we tell a story, show emotion - and it worked: in the first month of collaboration, our Reels received over 100K views.

But the main and most pleasant thing is the sincere and active feedback from the audience reacting to the published content. This is what indicates that we are moving in the right direction.

Working on the visual component

Aesthetic content is a must-have for the beauty industry, but now it won't surprise anyone, so we always come up with creative ideas for photos and videos.

Our main task is for the project to be at the centre, and the images, surroundings, and ideas only enhance it, so each photo shoot, like the line of cosmetic products, has its own story and is transmitted to users.

Unique in our content is not only the voice with which the brand communicates with the audience but also one of the sections, where through video our character seems to convey a message or shares insights close to the heart.

Results:

• Implemented the developed SMM strategy on social networks.
• The number of subscribers has grown from 0 to almost 10K in 5 months of collaboration.
• Visual and textual content with a unique and recognizable style has been created and implemented.
• The total number of Reels views on the page exceeds 500K.

And we don't stop there!

We invite you to visit the somewhat cheeky but kind and sincere Patricia Ledo to get to know her better. And ahead of us are many more interesting ideas, so we hurry to implement them 💚