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In a time when Ukrainian culture is under threat, Galychyna — a heritage-rooted dairy brand — chose not just to market its new Carpathian yogurt, but to revive a nearly forgotten cultural tradition: Ehokannia, the Carpathian art of long-distance mountain communication. Through an emotionally charged multimedia campaign, we transformed a yogurt launch into a celebration of national identity — introducing the world to “Carpaticus,” a uniquely Ukrainian starter culture, while amplifying the voices of the Carpathians, both literally and metaphorically.

Creative Idea
Rather than create a typical product campaign, we revived Ehokannia — an ancient Carpathian method of echo-like shouting used to communicate across mountains. This practice, now preserved by only a few families, became our living metaphor for authentic, resonant Ukrainian culture.
Just as our yogurt is made with the rare “Carpaticus” culture, our message was crafted with a cultural DNA that only Ukrainians truly understand. The calls of Ehokannia became our audio signature — cryptic yet deeply familiar — instantly striking emotional chords with a Ukrainian audience.

Background & Strategy
As Russian disinformation campaigns attempt to erase Ukrainian identity, brands like Galychyna are stepping in to defend and reclaim it. With “Carpaticus” as a unique product attribute and Ehokannia as a cultural symbol, the strategy positioned Galychyna as more than a dairy brand — but a cultural guardian.
Targeting urban Ukrainians aged 25–55 — a demographic actively engaged in cultural preservation — the campaign rolled out across digital and audio formats, creating a multi-sensory experience rooted in national pride. The insight was clear: some things are unmistakably Ukrainian — and don't need translation.

Execution
We built the campaign around voice — using radio and video platforms to amplify the haunting beauty of Ehokannia. Audio ads were launched in major Ukrainian cities, while OTT platforms like Megogo and Sweet.TV delivered cinematic video content highlighting the tradition.
The campaign extended online through a dedicated section on Galychyna’s website, where users could explore a digital Ehokannia “vocabulary” — giving new life to old sounds. Influencers joined in by mimicking Ehokannia calls in humorous formats, helping a niche cultural tradition echo across mainstream platforms.

Results
* Radio Reach: 27.2 million listeners (ages 25–55) across Ukrainian cities
* OTT Platforms: 3,800,828 video views, with 65% completion rate
* YouTube + Meta Reach: Over 7 million
* Influencer Campaign: 1.9 million reach via 11 bloggers and 22 content pieces
* Brand Attribute Recognition: Awareness of “Carpaticus” increased by 54%
* PR Reach: 4,190,390 via 31+ media publications, including international features like AdWeek
* Share of Voice: 27% — the highest in Ukraine’s dairy category
* Brand Awareness: Galychyna maintains 89% awareness, leading its category

Impact
Through this campaign, a forgotten tradition became a modern-day anthem of cultural pride. Ehokannia, once known only to a few mountain dwellers, became a national symbol — heard, understood, and felt by millions. Galychyna’s yogurt became more than a product — it became a medium for cultural resonance.