Pyjama Day

Written By Daryna Shalli

Highlights:

 

  • 16,2 million impressions across all platforms

  • 800K TikTok video views

  • 1K organic user posts from campaign participants

  • 250+ influencer stories/posts, including celebrities with 1M+ followers, all unpaid

  • 3.7 million viewers reached via national TV

  • 10.6 million social media users reached

  • 1.86 million radio listeners

  • Widely recognized as the most successful Pajama Day to date, with zero paid media and zero influencer budget, driven entirely by organic reach, partnerships, and meaningful storytelling

1

Launched a new organic format via a TikTok dance challenge using a licensed track by Monatik, driving youth engagement; led end-to-end production including concept, script, choreography, music rights negotiation, production sourcing, filming, and editing.

2


Secured pro bono participation from top Ukrainian celebrities, influencers, and their families, managing recruitment, on-set coordination, and content delivery through strong relationship-building and mission-aligned outreach.

3


Generated extensive earned reach with zero paid media, securing 10 national TV segments, 3 radio appearances, and 48+ online publications, while mobilizing schools, kindergartens, NGOs, and private companies through shared toolkits, assets, and coordinated communications.

Daryna Shalli
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