One Campaign. From Beach Towel to School Backpack.campaign.
How we partnered with Lactima Balkan to run a summer campaign that stayed consistent-from beach to first school day
Лактима Балкан
Context
In early summer 2025, Lactima Balkan approached us with a specific brief-creating a summer communication campaign for flavored fresh milk, targeting active young people and families with children.
The goal wasn't just seasonal presence, but building a sense of Lactima Balkan as a natural part of summer moments, daily habits, and the transition to the new school year.
From the concept stage, Social Book proposed a campaign built as a multi-phase system that allows product focus adaptation across different stages of the season-without compromising identity or core brand messaging.
The Challenge
The summer campaign set several key requirements from the very beginning:
- strong and timely start during peak summer period
- smooth transition to Back to School communication
- consistent visual and communication language
- flexibility in product mix management
The main challenge was maintaining one cohesive story while the campaign moved through different phases and product focuses, in a dynamic operational context.
Key Challenge: Build an adaptive phased campaign that works across different scenarios-without losing identity.
Strategic Approach
From the start, it was clear the campaign couldn't be treated as a one-time activation, and together with the Lactima Balkan team we made a strategic decision: to build an adaptive phased campaign that works across different scenarios.
The approach included:
- Modular communication structure
- Clearly defined phases with different product focus
- Unified visual style and communication tone
- Ability to re-prioritize without restarting the campaign
Modular Structure
Flexible components for adaptation
Phased Approach
Different focus at each stage
Unified Style
Consistent visual identity
Flexibility
Shift priorities without restart
Strategic Focus: Adaptability was built in from the beginning, without disrupting the campaign's overall logic.
Adaptation Before Launch
Just days before the campaign launch, during final operational preparation, a need arose for temporary change in product focus.
Thanks to the pre-built modular structure, this didn't require changes to the concept, visual identity, or communication tone. Instead, we adapted the first phase while preserving all key campaign elements.
The originally planned focus on flavored fresh milk was temporarily shifted to fermented milk drinks and Ayran Balkan, which naturally fit the summer context.
Result: The campaign launched on time, confidently, and without visible compromise to the audience.
Campaign by Phases
#LactimaSummer
Summer moments with fermented drinks
Transition
Smooth shift from vacation to routine
#LactimaBackToSchool
Back to School with flavored milk
Phase 1: #LactimaSummer
July - AugustThe campaign launched with adapted product focus aligned with current operational context, without changing the core idea and visual line.
- fermented milk drinks
- Ayran Balkan
- TikTok interviews and interactive games
- Reels and short-form videos with summer situations
- static posts and stories
- active UGC and giveaway activities
The focus was on naturally integrating products into real summer moments, not direct product advertising.
Transition Phase
late AugustDuring the transition period, communication smoothly shifted context-from vacation emotions to daily habits.
The visual and emotional line was preserved, while content began preparing the audience for the next campaign stage.
Phase 2: #LactimaBackToSchool
SeptemberIn the final phase, after product mix normalization, focus naturally returned to flavored fresh milk as part of morning routine and school day.
- breakfast and school preparation
- practicality and convenience
- closeness to daily life of children and parents
The tone remained positive but calmer and more functional compared to summer months.
Innovative Giveaway Mechanics and User Content
As part of the campaign, we tested a giveaway mechanic that differs significantly from commonly used practices in the Bulgarian market.
Instead of the standard "like, comment, tag a friend" model, we chose an approach that encourages genuine participation and user-generated content creation.
The audience was invited to share:
- how Lactima Balkan is part of their summer days
- and subsequently-how it's part of their school preparation
This way, the brand became part of people's personal stories, not just an object of passive activation.
From Hesitant Start to Real Engagement
As with any non-standard mechanic, initial reaction was more cautious. Over time, however:
- participation numbers grew
- content became bolder and more creative
- a natural narrative began forming, created by users themselves
Result: The giveaway activity brought authentic and visually strong content that went beyond a standard promotion.
Execution and Social Book's Role
Within the partnership, Social Book took responsibility for:
- Strategic planning and campaign management
- Coordination between individual phases
- Photo and video production
- TikTok-first and short-form formats
- UGC and giveaway activities
- Content management and optimization on Instagram, Facebook, and TikTok
- Synchronization between organic content and paid advertising
Reels, Stories, and static content
Community building and reach
TikTok
Short-form and interactive formats
Productions
Professional photo and video
Guiding Principle: All decisions were made in close partnership with the Lactima Balkan team.
Key Results (July - September 2025)
Within the three-month campaign, Lactima Balkan achieved visible growth in engagement and brand awareness across target channels.
Aggregated results (cross-channel):
Results are the product of strategic planning, rapid adaptation, and strong partnership between Lactima Balkan and Social Book.
Key Insights
- 1 Adaptability works best when built into the strategy from the start
- 2 Phased approach allows focus shifts without losing identity
- 3 User-generated content can be a powerful brand storytelling tool
- 4 Strong client-agency partnership is critical in a dynamic environment
Adaptability
Works best when built in from the start
Phased Approach
Shift focus without losing identity
UGC
Powerful tool for authentic brand storytelling
Partnership
Critical in dynamic environment
Conclusion
Lactima Balkan's summer campaign shows how clear strategy and good preparation enable flexibility-without compromising quality or messaging.
Instead of chaotic reactions, together we delivered a campaign that adapted naturally-from summer days to the first school bell.
Final Result: One idea. Different phases. Real results.
Vision. Impact.
From strategy and branding to social media, growth, and the final cut - everything aligned to build a powerful digital identity.
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