About the client

Roshen Confectionery Corporation is one of the world’s largest confectionery manufacturers, based in Ukraine. They currently rank 27th among the Global Top-100 candy companies, with over 320 product types. The product line includes chocolates, jelly sweets, chocolate bars, wafers, sponge cakes, and many more. At their core, it’s all about two principles: quality and innovation.

Challenge

If you think about the Croatian confectionery market, the first names that probably come to mind are Kraš, Ferrero, or Lindt. But also a lot of other retail brands and chains. The competition is tough. Our main challenge was that Roshen had no brand awareness in Croatia and had just started entering the market. No social media presence, a small assortment in stores, and mostly based on the bottom shelves, where nobody looks.

So, we had to open social media accounts and start from scratch. But since it was an FMCG brand, we knew we had to step up our game with content creation, because statics visual were just not enough for this industry. Also, since this is a Ukrainian brand, we had to localize without losing global identity.

Process

We knew from the start that we needed to focus on videos and product photos. Adopting a UGC creator mindset and strategy, we launched in-house content production and established profiles on Facebook, Instagram, TikTok, and YouTube. Our strategy was mainly focused on students and younger generations, but also on families (especially mothers who make weekly grocery stops).

Our main goal for monthly content plans was to showcase Roshen products in a fun and relatable way. From the UGC creator’s perspective, we focused on everyday, easy situations. Where to hide Roshen products from your family, gift ideas, and what your favourite Roshen products are are just some of the ideas showcased on social media. We also focused on seasonal posts: in July and August, vacation themes were the primary focus, while in December, the Christmas season was the primary focus.

Clients supplied essential packshots for animations, while our team crafted the videos and photos in-house to ensure an authentic touch. We specifically used packshots as visuals, posting them as dark posts on Facebook and Instagram, with the main goal of spreading information about Roshen’s product in the Adria area.

Through our comprehensive community management efforts, including monitoring comments and inboxes, we gained rapid, predominantly positive audience feedback. This directly supported our key objective of driving audience engagement, as evidenced by the volume and quality of interactions in the comments.

What did we do?

We gave Roshen a voice on the Adriatic market.

• Creating relatable videos and visuals that boosted audience engagement.
• Ran interactive giveaways, prompting user comments for entries, driving comments, shares, and profile visits, and giving people a chance to try our products.
• Optimized content for social media algorithms: short, emotive captions with high-quality visuals of Roshen products.
• Creating dark posts on Facebook and Instagram for Croatia and Bosnia and Herzegovina to boost interactions and reach the largest possible audience, spreading information about Roshen products.
• Made a custom stand for the FCMG Retail Summit in Croatia, where Roshen presented itself to the audience and its potential clients

Results

We transformed zero-follower profiles into a high-engagement audience in under a year, blending nostalgic FMCG storytelling with localized content:

• Facebook: 12M+ views, 10K+ interactions, and 134 days of watch time.
• Instagram: 1.2M+ reached audience with over 4.8M+ views and 5.7K+ interactions.
• YouTube: 1.1M views with 2K+ hours in watch time
• TikTok: 25M+ views, 55K+ interactions, and 3.5M reach audience

High interactions and views across platforms delivered tangible business results, translating vanity metrics into double-digit sales growth and enhanced brand recognition. Our strategy guided users from content consumption to the purchase decision itself, thereby building a base of loyal customers.

Conclusion

In under a year, our UGC-driven strategy and hands-on community management turned Roshen’s social profiles into a source of engagement and the foundation for a loyal fan base. By unifying visuals and maintaining sparking joy-filled conversations, Roshen’s social media profiles are achieving fast growth. We didn’t just fill shelves with awareness; we created emotional connections that convert casual scrolls into loyal customers. This zero-to-hero success proves our expertise in launching FMCG brands into competitive markets like Croatia, blending global quality with local heart for scalable, results-driven growth.

🎥 Video Credits: YouTube/Roshen Confectionery Corporation