We started in May 2022. Yes, exactly then. The country was sitting in shelters, and we had to appear in the feed every day and talk about vitamins in a calm voice. It sounds absurd — but things like that are what hold normality together when everything else has lost it.
The post went out at 11:00. No matter what. It was our small form of resistance.
For four years we were the voice of Amway in Ukraine. We didn't “manage accounts” — we lived in them. We knew when it was pouring in Kyiv, because we were rescheduling a shoot. We knew the range better than some consultants — and knew exactly what you must not say about a product. A separate science, learned the hard way.
Two opposite temperatures of one brand — and both had to sound like it.
We made posts people saved instead of scrolling past. Marathons they signed up for like a yoga class — Body Detox, “Healthy Gut”. A name that makes a marketer flinch and an audience register.
The “Expert Opinion” series, where real doctors spoke like human beings: a dermatologist explained why cream isn't magic, and an ophthalmologist why your eyes get tired not from the phone but from you.
We launched lipsticks as if they were an iPhone release: a teaser, an announcement, a palette of eleven shades in a single frame. We shot the product in the studio for thirteen full days over those years.
And when decent AI arrived, we taught it to paint the scene around a real jar. And never once let it invent the jar itself.
Twice the platform mixed up the paperwork — and the pages vanished along with an audience we'd spent years building. We swore (briefly), made coffee (at length) and started from zero.
Both times we rebuilt. The audience you see in the numbers today was gathered without a single hryvnia of ad spend. Simply because people were interested.
