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Päkize: building a brand families know.
Päkize has been making sunflower seeds and snacks in Turkmenistan for 12 years. In February 2025, the brand came to Turkmenhype with one goal: to become a name families recognise. This is the story of the research, creative work and changes in strategy behind that growth.
Partnership since February 2025 · Case study updated November 2026
The challenge: awareness
Päkize had a quality product, its own production and 12 years of experience. What it lacked was awareness. At the shelf, shoppers pick a name they know, and Päkize needed to become that name.
We were trusted with the brand's entire marketing: strategy, social media, content, influencers and PR.
Research: "Is Päkize a cleaning brand?"
At the start we ran our own research: we surveyed 350 people at Ashgabat markets and asked whether they knew the Päkize brand. The answers surprised us. People linked the name with cleaning: detergents, household chemicals or dry cleaning. In Turkmen, "päkize" means "clean", and without marketing a sunflower-seed brand simply disappeared behind that meaning.
After 20 months we surveyed shoppers at Ashgabat markets again. Of 300 people, about 89% now recognise Päkize.
Turkmenhype surveys at Ashgabat markets: 350 people at the start, 300 people after 20 months.
The mistake that taught us
We'll be honest. For the first 4–5 months we made content for teenagers aged 14–18: sunflower seeds looked like a youth product. The results didn't satisfy us.
In summer 2025 we rethought the strategy and switched to an adult audience: the people who shop for the home and the whole family. Within two months, monthly TikTok views grew from 56 thousand to 1.2 million.
One idea: family and love
We built all of Päkize's marketing around a single thought: Päkize is about family and love for one another. These are the seeds a whole family cracks over evening tea, a long conversation or a favourite series. Every channel tells that story in its own way:
Social media: TikTok and Instagram
9–12 videos a month plus daily stories. Warm everyday scenes in which viewers recognise their own family.
Creators who share the brand’s values
We work with creators whose content centres on family and respect. For a brand that enters the home, trust matters.
Analytics and learning from mistakes
Every month we review the numbers: what worked and what didn't. Weak formats go, strong ones get more weight. That is how we found the right audience, and how we keep growing.
PR and integrations
PR activity and integrations into our web series: Päkize sits on the heroes' family table, just as it does in real homes.
Results in numbers
Growth wasn't a straight line. In spring 2026 TikTok reach dipped, but in summer the account climbed again and set a new record in September. Below is the monthly data for the official @pakize.tm account.
TikTok views by month
@pakize.tm, July 2025 — September 2026
Swipe to explore the chart, or open the data table below.
Monthly views rose from 56,201 in July 2025 to 1,600,000 in September 2026, with fluctuations between those dates.
Show table
| Month | Value |
|---|---|
| 2025-07 | 56,201 |
| 2025-08 | 496,276 |
| 2025-09 | 1,189,048 |
| 2025-10 | 989,254 |
| 2025-11 | 761,843 |
| 2025-12 | 460,812 |
| 2026-01 | 654,737 |
| 2026-02 | 673,797 |
| 2026-03 | 307,005 |
| 2026-04 | 431,606 |
| 2026-05 | 165,092 |
| 2026-06 | 199,233 |
| 2026-07 | 1,300,000 |
| 2026-08 | 753,700 |
| 2026-09 | 1,600,000 |
Instagram views by month
@pakize.tm, July 2025 — September 2026
Swipe to explore the chart, or open the data table below.
Monthly views rose from 149,028 in July 2025 to 823,494 in September 2026.
Show table
| Month | Value |
|---|---|
| 2025-07 | 149,028 |
| 2025-08 | 249,716 |
| 2025-09 | 547,303 |
| 2025-10 | 459,598 |
| 2025-11 | 539,538 |
| 2025-12 | 444,557 |
| 2026-01 | 620,745 |
| 2026-02 | 477,212 |
| 2026-03 | 266,792 |
| 2026-04 | 402,546 |
| 2026-05 | 446,975 |
| 2026-06 | 490,573 |
| 2026-07 | 431,558 |
| 2026-08 | 384,466 |
| 2026-09 | 823,494 |
TikTok followers
@pakize.tm: from 25K to 54K, +116% growth
Swipe to explore the chart, or open the data table below.
TikTok followers grew from 25,000 in February 2025 to 54,000 in November 2026: a 116% increase.
Show table
| Month | Value |
|---|---|
| 2025-02 | 25,000 |
| 2026-11 | 54,000 |
Instagram followers
@pakize.tm, January — September 2026: from 7,409 to 9,181
Swipe to explore the chart, or open the data table below.
Instagram followers grew from 7,409 in January 2026 to 9,181 in September 2026.
Show table
| Month | Value |
|---|---|
| 2026-01 | 7,409 |
| 2026-02 | 7,642 |
| 2026-03 | 7,850 |
| 2026-04 | 7,997 |
| 2026-05 | 8,061 |
| 2026-06 | 8,305 |
| 2026-07 | 8,416 |
| 2026-08 | 8,550 |
| 2026-09 | 9,181 |
Source: Turkmenhype case study and monthly reports for @pakize.tm. Monthly views: July 2025–September 2026; TikTok followers: February 2025–November 2026; Instagram followers: January–September 2026.
What changed for the business
The main driver of awareness and sales was SMM and marketing: the right strategy and constant learning from our mistakes. The result shows not only on social media but on store shelves across the country.
- The brand is recognised. Both shops and shoppers know Päkize: about 89% of people at Ashgabat markets, according to our survey. The core problem the brand came to us with is solved.
- Sales grew together with awareness.
- From Ashgabat to every province. When we started, Päkize was sold mainly in the capital. Today the brand has a distribution network in every province of the country.
- A strong competitive position. Turkmenistan's snack market became tougher over this period, and Päkize strengthened its place in it.
“Turkmenhype is the bridge between the Päkize brand and our customer.”
— Owner of the Päkize brand
What's next
The next step is export. Together with Päkize we're preparing to enter the Uzbekistan market: studying the market and competitors and looking for distributors. The approach stays the same: first understand who the customer is and what matters to them, then speak to them in their language.
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