MODERATION WITH CHARACTER
FOR KALGANOFF

Moderation and Community Management for Kalganoff on Instagram & Facebook

#design #moderation #paid media #production #social media #strategy

Kalganoff is a strong spirits brand that entered social media from scratch and immediately operated in a high-risk category: alcohol, provocative humour and a polarised audience.

Sasquatch Digital worked with Kalganoff in 2024–2025.

GOALS AND TASKS

online tasks
offline tasks

The primary goal was to maintain the brand’s lively, ironic tone of voice while preventing toxicity, platform violations and reputational risks.

Our Objectives

1. Build communication rules from scratch.
2. Control aggression and provocation.
3. Preserve humour without crossing boundaries.
4. Protect the brand from reputational risks.
1. Support the image of the brand as ironic yet responsible within the alcohol category.
2. Avoid public scandals.
3. Maintain trust in the brand.

TARGET AUDIENCE

Predominantly men aged 35+. People knowledgeable about history and politics, proud of their Ukrainian identity, respectful of traditions and interested in exploring their roots more deeply.

COMMUNICATION IDEA

Allow irony and brand character — but not chaos. Moderation as a tool for preserving tone, not silencing voices.

CONTENT

Kalganoff’s content provoked strong reactions: jokes, memes and sharp phrasing.

Moderation included:

• rapid responses to comments;
• filtering out overtly toxic messages;
• handling provocations without escalation;
• explaining community rules in clear, simple language.

FEEDBACK

The audience quickly understood the boundaries. Comments remained active and emotional, but without turning into mass aggression. Some users began referring to the rules themselves.

RESULTS

12981493

average reach

25679

likes

8402

followers gained from zero

1202

comments

739

reposts

7.72

average ER on Instagram, %

2.16

average ER on Facebook, %

all cases
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