Hell
Comprehensive management of SunnyWood Farms’ milk drink TikTok channel

The brief was to develop a long-term, sustainable TikTok communication strategy that aligns with the platform’s fast-paced, entertaining and story-driven nature, whilst consistently building the HELL Sunnywood Farms brand identity.

The campaign had to maintain engagement with a steady stream of new content for nearly a year. This required a main character who was instantly recognisable, likeable and flexible enough to work across different situations, stories and current TikTok formats.

The challenge was further compounded by the fact that, rather than a traditional influencer, a fully animated character had to be established as an authentic content creator. Bruno had to be presented not simply as an advertising figure, but as a character with his own personality, voice and recurring storylines.

Progressive produced the entire TikTok campaign in-house. Our own team was responsible for developing the TikTok strategy and creative concept, writing the scripts for each episode, and handling the entire production and post-production process.

We placed Bruno, a distinctive animated 3D influencer, at the centre of the content. This digital character enabled us to create situations, visual gags and stories that would have been more difficult to achieve with live actors, or would only have been possible with a much more complex production process.

When creating the videos, we didn’t simply copy existing social media trends; instead, we tailored them to Bruno and the world of Sunnywood Farms. The character’s visual appearance, movements, personality and communication formed a cohesive whole, so that the individual TikTok videos became part of an ever-expanding narrative universe.

Thanks to in-house production, the strategic, creative and technical processes were closely interlinked. This enabled the campaign to respond quickly to current platform trends, whilst maintaining its own easily recognisable character throughout.

The HELL Sunnywood Farms TikTok campaign, which ran for nearly a year, built the brand’s digital presence using a virtual influencer solution that was unique in Hungary. With the help of Bruno, product communication was presented not as traditional advertising messages, but as an entertaining, episodic content series.

The concept, stories and full 3D production, all created in-house by Progressive, established a cohesive, long-term communication system. The project demonstrated how an animated brand character can become a genuine TikTok personality, and how virtual influencers, storytelling and short-form video content creation can be combined within a complex social media campaign.