How we put Slovakia's largest frozen bakery producer in front of hundreds of thousands of young people
MINIT is the largest producer of frozen bakery goods in Slovakia. With playful short-form content that belonged on the platform rather than borrowing from TV, we reached a 13–25 audience and lifted both reach and engagement in that group from the first videos on.
- Client
- MINIT Slovakia
- Service
- Organic short-form video for TikTok and Instagram
- Project date
- 2026
The strategic goal
Produce runs of organic short-form video that hold a young audience, put the products in front of them, and are worth sharing without being asked.
What we were up against
A traditional brand, an impatient audience: How do you hold the attention of people who live on trends and fast content, without undermining the trust a long-established producer has built? MINIT needed a format that was playful, native to the platform and easy to share.
Reach that came and went: The Instagram and TikTok profiles had already had hits, but the results were unpredictable, and the bigger numbers came mostly from one-off collaborations with outside creators.
What we did
We built a regular short-form plan for TikTok and Instagram Reels — trend formats, comedy sketches, interactive looks at new flavours and street interviews. Ideas were tested against performance and what the community said back.
- 1.
Full production: idea through to post — creative, casting, filming, editing.
- 2.
Formats: trend videos, street interviews, comedy sketches and memes, interactive flavour reveals.
- 3.
Native style: fast cuts and a length that holds watch-time, built on the sounds and memes already moving.
- 4.
Feedback in real time: performance watched continuously, concepts adjusted to what the audience responded to.
- 5.
Client-first: ideas came out of working with the MINIT team, not around them.
Results
The videos our team produced beat the rest of the profile on both platforms:
- more views on TikTok than other videos on the profile
- +542%
- more views on Instagram than other videos on the profile
- +48.5%
The content brought more organic visibility among young people, and a steady improvement in watch-time and shares.
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