Publicis Groupe Ukraine

Work we are
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How to turn the Pharma eRetail Media market black box into effective performance marketing?

Selling OTC pharmaceuticals online is one of the most challenging ventures in performance marketing. However, with the advent of Covid-19, we identified a potential opportunity. Specifically, we anticipated a surge in online sales and a transition of users from offline to online platforms.

We took the initiative to become market pioneers, establishing the most transparent and effective collaboration with online retailers. We successfully launched Performance Marketing for Sandoz drugs, transforming the Black Box Pharma eRetail Media market into a clear, comprehensible, real-time analytical system. This allows for clear tracking of our advertising campaigns’ business results and boosts sales by attracting new users.

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How to turn the Pharma eRetail Media market black box into effective performance marketing?
Plasticine stories on sensitive issues by Publicis Ukraine

There are problems too uncomfortable and embarrassing to talk about. It is unpleasant even to think about them, nor to say out loud that you have constipation. Even in the circle of close ones, you’d rather hide somewhere than talk. But you can’t hide from it.

Guttalax picosulfate is a drug created specifically to solve this delicate problem of constipation. And Publicis Ukraine team with Sanofi Ukraine has had to create a concise communication for it.

The team faced a task to carefully uncover the problem and at the same time work with the stereotype that digestive problems arise solely from an unbalanced diet. The truth is that constipation can rise because of several factors such as stress, traveling, climate change, lack of physical activity, and after the course of specific medications.

The team chose plasticine and animation. And the whole process was made by a team in-house. They composed the plasticine, wrinkled and shooted everything ?

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Plasticine stories on sensitive issues by Publicis Ukraine
Changing the Symbolism with the Motherland Pride

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.

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Changing the Symbolism with the Motherland Pride
National Art Museum of Ukraine (NAMU): NAMU Lions

Ukrainian museums are an important and one of defining parts of National cultural foundations. NAMU is a treasury of Ukrainian culture. There are 2 lions sculptures, placed as of 1899 which needed urgent help in renovation with the cost 2.08 million UAH. In order to collect the needed amount, we turned concrete lions into virtual influencers (first in Ukraine), by creating accounts on Facebook and Instagram as well as donation websites. As a result – we earned more than 4 million impressions with lion’s content in social networks and the overall media field. Thanks to that, Museum succeeded in a government program – ‘Big Renovation’, and was granted 40 million UAH on renovation needs.

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National Art Museum of Ukraine (NAMU): NAMU Lions
LENOVO: MEOWBOOK

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.

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LENOVO: MEOWBOOK
The Best Side of Molokiia

Molokija has found the solution in the situation with a quite limited advertising budget and persistently strong competitors’ activity. The Brand has stood out and found its own communication niche in the category.

Rebranding has been conducted, which led to changes in product packaging so that the product ingredients are now the most important highlighted detail. The aforementioned changes along with elaborately planned cross-media activity led us to the significant increase in OFF-TAKE indexes. As a result, both the White Yoghurt and Kefir became No. 1 in terms of market share in hryvnias as well as in tonnages in the period from February till May 2021.

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The Best Side of Molokiia
Let our #ІСТОРІЇVСЕРЕДИНІ be heard or how to involve the audience in delicate dialog

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
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Let our #ІСТОРІЇVСЕРЕДИНІ be heard or how to involve the audience in delicate dialog
Dirol Blogger Academy

For years the Chewing Gum category was represented by 2 leading brands: Orbit and Dirol. Orbit was a prominent player both in media investments and sales. Meanwhile, Dirol was #2 brand and eventually fell into the stasis where ad investment maintained the existing level of brand awareness while losing its positions in brand usage, consideration, and market share. Yet, Dirol decided to refresh its positioning and appeal to a younger audience – Generation Z.

Looking for an interesting youth territory we came upon bloggers trend. A big part of the audience is not only interacting with blogger content but dreaming of becoming one. Willing to help people with video content we created a Dirol Blogger Academy. Participants of the project had the possibility to learn how to become a blogger with special lessons from popular influencers, and the winner got 1 mln. views on Youtube for promotion of personal channel.

This project reflected the audience’s dreams vowed prominent brand slogan “Dirol. Inspires with taste” and positively affected brand sales.

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Dirol Blogger Academy
Nasha Ryaba “Apetytna”: smart growth powered by a data-driven approach

Nasha Ryaba “Apetytna”: smart growth powered by a data-driven approach

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A la guerre comme a la guerre – Do your things with a French accent

A la guerre comme a la guerre – Do your things with a French accent

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“Ode to Dignity” – How the “Ukraine” Piano Worked on Ukraine’s Image in Germany

“Ode to Dignity” – How the “Ukraine” Piano Worked on Ukraine’s Image in Germany

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How Visa Created a Community of Brands who care

How Visa Created a Community of Brands who care

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The honey that shouldn’t exist

The honey that shouldn’t exist

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Carol for Charity – How we turned Shazam into a Donation Platform

Carol for Charity – How we turned Shazam into a Donation Platform

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Brave Together with Maybelline New York

Brave Together with Maybelline New York

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Tsar Khlib + Leo Burnett Ukraine = the first major communication of the bread brand “Skills Taste” 2024

Tsar Khlib + Leo Burnett Ukraine = the first major communication of the bread brand “Skills Taste” 2024

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Keep calm & carry-on big data

Keep calm & carry-on big data

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Increasing sales for PrivatBank with SEO and AI

Increasing sales for PrivatBank with SEO and AI

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Regional OdysSEO for the priority. Fixed internet by Kyivstar

Regional OdysSEO for the priority. Fixed internet by Kyivstar

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Exclusive Packaging for Svitoch Exclusive

Exclusive Packaging for Svitoch Exclusive

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Your favorite clothes look new much longer!

Your favorite clothes look new much longer!

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Podorozhnyk – Knows That Helps

Podorozhnyk – Knows That Helps

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Be the King of your Jungle

Be the King of your Jungle

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‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

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The Ukrainian Creative Awards

The Ukrainian Creative Awards

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Save the animals with Save Wild

Save the animals with Save Wild

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Classic Picnic #SOUNDwiththeCITY

Classic Picnic #SOUNDwiththeCITY

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#Moneycanchallenge

#Moneycanchallenge

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When you can look whatever, look great with Garnier Fructis Superfood

When you can look whatever, look great with Garnier Fructis Superfood

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Become a Hero with Men Expert

Become a Hero with Men Expert

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Nescafé 3in1 integration in music clip to engage young trendy audience

Nescafé 3in1 integration in music clip to engage young trendy audience

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Through rationality and expertise to the consumer’s heart

Through rationality and expertise to the consumer’s heart

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How to find a new audience to boost brand leaders growth

How to find a new audience to boost brand leaders growth

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Get your head in the game with Lion together

Get your head in the game with Lion together

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Fructis Renovation or how to be on the TOP again

Fructis Renovation or how to be on the TOP again

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DigiVision for SausageSnack

DigiVision for SausageSnack

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The very same feeling when you’re with Pure the coolest one

The very same feeling when you’re with Pure the coolest one

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Message personalization and psychographics in campaigns by Visa and their partner PrivatBank

Message personalization and psychographics in campaigns by Visa and their partner PrivatBank

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Take it smoothie – Molokiia

Take it smoothie – Molokiia

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Clients

White Rock
Essity
Peugeot Citroen
ABInBEV
METRO
Renault
Kyivstar
Mango
Mondelez
Дарниця
Beiersdorf
OLX
FCA
NAMU
Philip Morris
Таблеточки
Raiffeisen Bank
P&G
Eurocar
Arterium
Ukrsibbank PNR Paribas Group
Sandoz
Save Wild
Клуб Сиру
StarLadder
Sanofi
КОМО
Lotos
Дмитрук
Chumak
Visa
Coca-Cola HBC
Unity Bars
LVMH
Lactalis
Molokia
Nestle
Coty
L`Oreal Ukraine
Reckitt Benckiser
Electrolux
B&H
Duracell
Carlsberg Ukraine
Winner
Samsung
Stellantis
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