Molokiya Yogurt Sauce in TikTok: A Viral Success

How do you make people not just notice a new product but want to try it? OMG agency’s TikTok campaign turned Molokiya’s yogurt sauce into a viral trend. Our goal was to introduce the product and establish a habit of using it. By collaborating with lifestyle and food bloggers, we showed real-life applications—from quick snacks to festive meals.

Launched ahead of the holiday season, the campaign emphasized the sauce as a healthy, versatile alternative to mayo. Through engaging video formats, influencers seamlessly integrated the product into their content, sparking curiosity and discussion.

The impact? 4.86M views—triple the planned KPI—541K+ interactions, and an impressive 11.14% ER%. Beyond numbers, the audience actively engaged, sharing experiences and asking where to buy. A testament to the power of TikTok in shaping consumer behavior.