Lullabies from Malyutka

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. The mission of Malyutka is to gently feed the future of Ukraine, so the brand cares not only about nutrition but also about the cultural development and mental health of children. Since the beginning of the full-scale invasion on February 24, 2022, Ukrainians have been actively switching to the Ukrainian language, and there has been a demand for identity in society. More than 70% of Ukrainians believe that children should be raised in Ukrainian and introduced to their native culture from an early age, so they are looking for Ukrainian-language content for their children. However, despite the high demand, there is a lack of such content. 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 moms are looking for audio content for their babies. After all, a lullaby is a sacred ritual of unity between mother and baby. Together with folklorists, we found ancient lullabies from different regions of Ukraine, including Poltava region, the small homeland of Malyutka. When creating the lullabies, we consulted with medical experts and updated the text, adding positive psychological attitudes, words and chants useful for diction, and modernized the music of authentic lullabies so that they meet the needs of modern babies and have a positive impact on their physical and psychological state. The brand's name, the word "malyatka", was also integrated into the lyrics of the lullabies. The songs were recorded with famous Ukrainian singers. The lullabies have been listened to 19.2 million times. In total, the project gave us the opportunity to get about 86 million contacts with the Malyutka brand through various communication channels.