Graff: AI mascots that tell stories. How to build an emotional connection with a brand

CEO: Volodymyr Cherner Management: Yaduta Lilia (Account Manager), Natalia Pugach (Senior Account Manager), Yuliia Feshchuk (COO), Ihor Rudiak (Client Service Director) Design: Natalia Viktorova (Designer), Ihor Kozlovskyi (Art Director) SMM: Yevheniy Bolybik (Copywriter), Vlad Vasylenko (SMM Lead) Photo & Video Production: Kateryna Korovina (Production Director), Iryna Baryshnikova (Production Designer) Promo: Alina Pidkopai Community Management: Yuliia Hlushchenko

The Graff brand aimed to strengthen its market presence, increase brand awareness among the target audience, and boost consumer engagement. The primary challenge was to develop a unique communication strategy that would differentiate the brand from competitors and effectively integrate its AI-generated mascots into the digital space. According to research by Gradus Research, before the campaign, Graff had lower brand recognition than market leaders but was more recognized among younger audiences (ages 25-29). The main competitors included Lovare, Lipton, Ahmad, and Monomakh. Additionally, the tea market is highly segmented, with 53% of respondents making purchase decisions independently. We developed a strategy combining cutting-edge technologies, stylish content, and interactivity to achieve these goals. Key objectives: ● Increase brand awareness among the target audience ● Boost engagement through social media and innovative content ● Reinforce Graff's positioning as a modern and tech-savvy brand