Work we are
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Goals

The Credo Bank team decided to update the mobile app to modernize its design and add new daily banking services to meet the needs of users of the bank’s products. An additional goal was to increase the app’s rating in the AppStore (2 points) and Google Play (3 points) to at least 4 points. Our task was to carry out a set of measures for ASO optimization of pages in the AppStore and Google Play: to increase trust through ratings, improve organic visibility, and increase conversion to installation by at least 20%.

Challenge

Updating a mobile app for a bank is a strategic step, so all the details must be taken into account. In the banking category, 56% of users choose an app for daily banking (source: PACE Panel, 2025), and each star in the rating represents trust that converts into installs. Kredobank faced a challenge: the app had become much better, but the previous UX (user experience) had left behind low ratings and negative reviews. An additional challenge for us and the bank’s team was the decision to publish the updated app on the existing AppStore and Google Play pages, which is more difficult than creating pages from scratch.

We were faced with the task of breaking down the bias formed by the previous version and showing the true face of the updated Kredobank.

Insight and strategy

In the banking category, the decision to install is made in seconds: not based on a list of features, but on trust. Users look at the rating, the first screens, the tone of communication, and instantly decide: “Is this my bank or just another set of promises with asterisks?”

Kredobank already had a clear positioning of “proper banking”: simple conditions, fair rules, no hidden nuances. This idea became the basis of the strategy: ASO should not just increase visibility, but translate this philosophy into the language of stories. Make content, texts, and visuals as honest and understandable as the product itself. To turn the page into an extension of the brand’s character, where every element confirms the image of “correctness.”

Execution

We started with a deep dive. The ASO audit included comparing Kredobank’s page with 15 market-leading competitors, checking compliance with store requirements, and evaluating technical indicators. We analyzed everything: from content to adaptability on different devices, from ratings and reviews to external links.

Visual audit: We moved to a modern creative format, where daily banking and key banking products became the priority. The new design helped to better reveal the value of the updated application.

The most interesting part began with working on the content. Using technical tools and AI, we identified user behavior patterns and collected over 600 relevant keywords, evaluating their monthly frequency of use. Every word and every phrase in the title, subtitle, and description now worked for visibility and conversion, reflecting the intentions of the target audience.

Image 1. Updated version of the app description in the App Store

Image 2. New creative design for the App Store and Google Play

When preparing creatives, we found that video has a decisive impact on the user experience, in particular through the use of the “events” tool as an element of visual marketing in ASA. We created all visuals with storytelling in mind so that all materials worked as a single story: from the first glance to the install.

Advertising activity through Google Ads, Meta, ASA, and TikTok supported the overall momentum, and UX solutions became the “voice” of the updated product: the Kredobank team worked out trigger chains of push notifications in the app, which helped to get high ratings with a truly good experience with the app.

Results

After several months of fruitful work and technical implementations, we saw noticeable results by the end of December 2025:

• Organic visibility improved significantly, and the app began to rank for a greater number of queries (+36%), allowing new users to find our brand.
• The app’s rating increased significantly: +95% in the AppStore (from 2 to 3.9) and +38% in Google Play (from 3 to 4.2) and continues to grow in 2026.
• Most importantly, we increased the conversion rate from view to install by 25%.

The story of Credo Bank is about how the right communication in stores can reveal the true value of a product. The synergy of ASO, visual, and technical solutions transformed outdated perceptions into trust.

The rating has grown in line with improvements in the updated product, and organic visibility has begun to function as a stable source of new user acquisition.

The celebration of Kyivstar’s 25th anniversary was supposed to be the highlight of 2022. However, due to the war, traditional approaches to business and media planning no longer worked.

In the realities of full-scale war, Kyivstar reduced its media budgets by 30%. Consumer behavior changed, but the positioning of the brand “Human Connection” became even more relevant. The campaign for a new tariff for the 25th anniversary with the option of donations for the army was launched as a special crisis solution in wartime to save the lives of Ukrainian defenders and literally restore human connections in the de-occupied cities. The key challenge was optimizing the media support of the campaign.

The basis of the planning was Big Data from previous campaigns. Based on this, we created a new approach to planning, using econometric attribution modeling of users’ actual actions. Our data-driven strategy led to a significant shift in the TV and digital media split from 70/30 to a more effective 35/65. We managed to identify the most influential communication methods, thus increasing the amount of direct communication (SMS, push notifications, etc.) and additionally the share of display components in digital tools due to its economic efficiency and higher conversion rates in donation activations.

For continuous tracking of results and accuracy, we created live dashboards.

Results:

x2.5 Activation of the superpower “Helping the Armed Forces of Ukraine”

+20 p.p. Contribution to the restoration of Ukraine

+4 p.p. Brand connection

+4 p.p. Market leadership in mobile communications

In Ukraine, Pride events do not have a long history. COVID-19 in 2020 made it even more difficult, as all Pride events were canceled and switched to online, which reduced the audience dramatically. Online involves only LGBTQ+ activists. Offline Pride events are a moment of visibility for a wide audience. KyivPride and Saatchi & Saatchi had a difficult task – during a pandemic they needed a campaign that spread online Pride events across the country.

We hacked the tallest European statue, the iconic Motherland Monument, with the help of drones and the Dronarium Ukraine team we attached a huge rainbow flag to its sword in real-time. The statue’s symbolism was transformed – from the protection of Soviet values to human rights protection and raising awareness of gender equality. It was an upside-down shift in symbolism that immediately resonated with society.

The task was to make our Pride event visible in Kyiv during COVID-19 pandemic restrictions. But our stunt made Kyiv’s Pride visible all over the world with more than 100 million impressions in the first three days. The Motherland Monument stunt was recognized as the EVENT OF THE YEAR in Ukraine & Eastern Europe.

The Motherland Pride won several awards in the biggest world festivals on creativity and efficiency, such as Effie Awards Ukraine 2021, Cannes Lions 2021 and 2022, Andy Awards 2021, Golden Drum 2021, AD Stars 2021, D&D 2022, and The One Show 2022.

Vanish changed its communication message to one that shows the benefits of its product, and at the same time provides an additional argument to encourage and support people in their quest for conscious consumption of the planet’s resources. Now the brand uses the message: ” Your favorite clothes look new much longer.” The Publicis Ukraine team also created an emotional print with the agency’s employees acting as heroes.

The work became one of the best global examples of “Print” ads of the first half of 2021 by “Lürzer’s Archive”. It is one of the most authoritative Austrian advertising resources. Since 1984 the issue has been publishing a selection catalog of the best advertising works from around the world.

Media support for Vanish projects is provided by the Spark Foundry Ukraine agency.

Podorozhnyk is one of the TOP-5 pharmacy chains in Ukraine. The brand is growing rapidly, therefore, it needs an update that would reflect its fresh essence, advantages, and values.

The Publicis Ukraine team has rethought the brand identity and key message for the new Podorozhnyk. This is how the slogan appeared: “Podorozhnyk. Knows that helps”. It is based on two main brand advantages. On one hand, the brand has the necessary competencies, knowledge, experience, and resources to tell the client which drugs would be helpful in a specific case. On the other hand, Podorozhnyk cares about its client, offering high-quality drugs with no fakes. Also provides regular discount programs: “Quality available to everyone”, and provides additional services such as “Doctor at the pharmacy” etc.

Then the agency team updated the logo. Over the past years, Podorozhnyk has managed to build brand awareness, so when working with the visual component, it was important to maintain continuity, while reflecting updates and modernizing it. Thus, the recognizable medical cross and plantain leaf were visually rethought in the main green color. They merged into a single entity, where the significant element of the sign is linked to the corresponding word in the logo by color: the cross to the word pharmacy and the leaf to the Podorozhnyk. The logo has become concise and simple to understand, and the font has become lighter, neater, and more open.

This is a showcase of how Lenovo, a hi-tech electronics brand, thinks not only about the functional features of its products, but also takes care of both product usage conditions and client’s comfort.

Creating of Lenovo Meowbook – laptop for cats – added more emotions into the user-brand relationships as well as highlighting such a problem as ‘device damaging from cat’s fur’ which became communicative innovation in this category.

Virus orientation, originality, and non-standard merging of high technologies and additional customer care allowed Lenovo to be organically discussed in media and got 9.5 million impressions.

Every year, before the Children’s Day, the Tabletochki Charity Foundation, together with Leo Burnett, launches fundraising campaigns for the treatment of children with cancer. These actions are so periodic that it is becoming increasingly difficult to reach people.

For 2020, the fund has set a MEGAGOAL in general: to shoot a video for a digital campaign that will raise a million hryvnias! And this at a time when people, in addition to the fate of cancer patients, were also worried about the virus, lockdown, uncertainty, unemployment… Additional condition: the foundation wanted to show in the video a real child who beat cancer thanks to philanthropists.

We have developed a script for the video. The main role was played by a former ward of the foundation – 9-year-old Artem. He became proof of the effectiveness of care and a symbol of a possible happy ending.

CHALLENGE

The category of female hygiene products is highly competitive, where each of the brands in its communications informs about the quality benefits of the product. Differentiation is extremely important for brands like this. It helps to build the affinitive territory. Libresse has set a goal for itself –  To create a world where women can live the life they want, by breaking V-zone taboos, and the Libresse brand will help her feel confident and protected. regardless of the day of the cycle.

INSIGHT & IDEA

Globally, powerful communication has been developed for the Libresse. All our #історіїVсередині need to be heard. To know each other. To help each other. To see each other. And no woman can be forced to hide what she feels inside. Changes in communication have also affected the brand’s appearance.

Decision: not just to scale a new brand message, but to engage women to share their own stories: to learn one, to help one, to see one. Our #історіїVсередині must be heard.

IMPLEMENTATION

To be seen: attracting coverage media: TV + Digital, connecting Discovery Ads in YT and organically received a significant number of social network shares.

To be heard: A sexual podcast with The Village, to break taboos around sex and the V-zone.

To be discerning: By making influencers the voices of the brand who told their stories by launching WOM on social media

To be informed: Drove traffic to the website with paid search by posting a fun period’s test on Wonderzine.

RESULTS

• 70% reach TA
• More than 1М views
• +3 p.p. TOM
• +1 p.p. value share of the premium period pads segment
• +3 p.p. “Brand, which breaking intimate zone taboos” attribute