Lullabies from the Baby

MOKO digital agency Partners: Hlib Pronenko, Tetiana Mokrenko Client Service Director: Tetiana Malshakova Creative Director: Olha Livik Strategist: Mykyta Deulin Head of the media department: Yaroslav Chesko Head of the Influence Department: Lozka Anna Art Director: Aleksandra Raskosova Creative Copywriter: Alina Ratnykova Designers: Daria Reheta, Mariia Servetnyk Project Manager: Arina Khomenko Malutka's brand team Director of "Khorol Baby Food Factory" LLC: Oleksandr Suchko Chief Operating Officer: Dmitry Dmitriev Sound production team ENKO music, Shche production Singers Kola, MamaRika, Katerina Girman

Malyutka is the only Ukrainian baby food brand on the market. However, over the past decades, it has not been active in digital. Until February 24, 2022, due to Russia's cultural intervention, the Ukrainian audio environment was dominated by Russian-language content. With the outbreak of a full-scale war, Ukrainians have been actively switching to the Ukrainian language. More than 70% of Ukrainians want to raise their children in Ukrainian and are looking for Ukrainian-language content for their children. However, despite the high demand, there is a lack of such content for children. Malyutka tenderly feeds the future of Ukraine, so it cares not only about nutrition but also about the cultural development and mental health of children. We created the Lullabies by Malyutka project with revived and modernized Ukrainian lullabies and published the playlist on the most popular music platforms YouTube Music, Apple Music, Spotify, and on YouTube Music, where mothers most often look for audio content for their children. After all, a lullaby is a sacred ritual that creates a strong emotional bond between mother and child and has a positive impact on their physical and psycho-emotional state. Together with folklorists, we found ancient lullabies from different regions of Ukraine, including Poltava region, the small homeland of Malyutka. In consultation with medical experts, we updated the words and music for 11 songs to meet the needs of modern mothers and babies. The lullabies were recorded with famous Ukrainian singers Kola and MamaRika. We also created branded covers for each lullaby. And we actively promoted our lullabies using various channels: social media, music platforms, popular media, and banner ads. We received about 86 million contacts with the Malyutka brand across various communication channels, with a media reach of 8.2 million, and the lullaby playlist was listened to 19.2 million times.