How do you make sure a new product is not only noticed, but also something people want to try?
The TikTok studio OMG agency, together with Molokiya yogurt sauces, turned a new product into a TikTok trend.
Spoiler: we planned 1.6M views — and achieved 4.86M. Here’s how we made this campaign successful.
Client
In 2024, Molokiya launched production and sales of a product innovative for the Ukrainian market — yogurt & sauce.
Molokiya yogurt sauce combines the lightness of natural yogurt with bright flavors and is designed to complement everyday meals. It adds freshness and tenderness to dishes while making them healthier thanks to its natural ingredients.
The yogurt sauce is universal: it works well with meat, fish, vegetables, salads, and even snacks. It is a quick and easy solution for those who want to diversify their diet without extra effort.
The product is available in two flavors: tomato & basil and cucumber & dill.
Our task was to introduce the audience to the new product and form a habit of using it. The campaign focused on TikTok, where, through collaborations with bloggers, we showed the product in real-life situations: quick recipes, festive meals, and lifestyle videos.
Our Solution
The campaign was launched ahead of the winter holidays to generate demand and make the product part of the festive table.
The main challenge was to explain to the audience how and with what to use the sauces. To reach different consumer segments, the campaign was divided into two directions:
- Lifestyle videos — bloggers integrated yogurt sauces into everyday moments: family dinners, gatherings with friends, and preparing quick snacks.
- Recipe content — food bloggers showed how to use yogurt sauces in dishes, emphasizing ease of preparation and product versatility.
It was important to highlight that this is a healthy and beneficial alternative to mayonnaise, allowing people to keep the familiar taste of their favorite dishes without excess calories or harmful additives.
This approach not only attracted attention but also gave the audience practical ideas for using the product.
How It Looked on TikTok
We collaborated with bloggers using different content formats to test multiple approaches.
Maks Svii integrated the product into his blog format (cooking with yogurt sauce right in a random subscriber’s kitchen), which generated 734K views and lively discussions in the comments.
As always, Maks Tkachov delivered humorous content, collecting 700K+ views, 3K+ comments, and saves.
Food blogger Ihor Shpyhunov shared a tasty and healthy recipe using Molokiya yogurt sauce. The video received a large number of positive reactions and collected a record 1M+ views.
The audience actively reacted and commented, sharing impressions of the product:
Results
4.86M views instead of the planned 1.6M — KPI exceeded by 3x.
- Total interactions reached 541,575, with an actual CPM of 69.88.
- ER% of the campaign — 11.14%.
- A live, engaged audience — the product was not only seen, but actively discussed. Users asked where to buy it and shared their own usage ideas.
In addition, we received positive feedback from the client:
«The success of this campaign lies in the correct audience segmentation, creative freedom for bloggers, and a flexible content approach. We didn’t just advertise the product — we made it part of real consumers’ lives, and that worked», — Victoria Tertychna, CEO of OMG agency’s TikTok studio.
Want powerful advertising or a TikTok promotion strategy for your brand? OMG agency TikTok studio helps businesses achieve marketing goals using digital tools. Fill out the brief, and we’ll deliver results at the highest level.
