Work we are
proud of

Goals

Attract new customers through a mobile app — it sounds simple, but in reality, each installation should become not just a number in a report, but a real driver of business: opening cards, connecting products. The plan was ambitious: during one advertising flight (~2 months), scale traffic and increase the number of installations by 80%, which would help the client’s business achieve +15% growth in opened cards.

Challenge

The banking category in digital is practically not growing (source: SimilarWeb PRO, 2025). The average user already has several cards and apps from different banks installed. People rarely look for a new bank; they just use what they already have on their phone.
In such conditions, classic performance becomes more expensive every day, and competition for each installation becomes more aggressive. We needed to not just buy traffic, but appear at the very moment when a person has a specific financial need: “I need an easy-to-understand card,” “I want a profitable transfer,” “Where can I quickly open an account?” And at that very moment, offer a simpler and more appropriate solution. Otherwise, one of our competitors would get the install.
Insight and strategy

After conducting a behavioral analysis, we realized that users don’t choose a bank as a brand. They choose the fastest way to solve their problem. Open a card — now. Transfer funds — without confusing fees. Open an account — in a few clicks. If the app doesn’t explain its value in a few seconds, the decision is made in favor of another.
We built a strategy around the idea of being present at all key touchpoints and immediately responding to requests in the language of Kredobank’s positioning — “correct, transparent, without unnecessary complications.” The ad did not talk about the brand, but showed a specific solution: the simplest and most correct way to meet your financial needs here and now.

Execution

We started with the foundation — optimizing the installation point. We audited the visual and content parts of the pages in the stores and formed recommendations with a focus on clearly communicating value. The user should understand in 3 seconds why this particular bank.

Working with search queries became the basis. We launched search campaigns with broad matching based on AI and an expanded system of negative keywords that was constantly updated. Every relevant query should lead to us, not to our competitors.

But we went further — competitive expansion. We launched advertising for competitors’ brands. Yes, it’s expensive, but it consolidates our presence in a competitive environment and shapes the perception of Kredobank as a strong player. When a user is looking for a solution, they see us — with an alternative that may be better.

The performance mix expanded our reach: Google ecosystem, Meta, TikTok — each channel captured the audience at different stages of the decision-making process. And personalization after a click through custom app pages for users from ads ensured maximum relevance and conversion.

Results

During the flight (October-December 2025), we managed to exceed our goals:

• We increased the number of app installs by 91% (exceeding the target by 13%).
• And the daily number of cards opened in the app increased by an average of +20%, confirming the impact on business results

When performance marketing is successfully combined with clear positioning and a well-thought-out installation point, the app becomes not just another bank on the list, but the simplest and most appropriate solution for the user.

For over 100 years, Carol of the Bells has been synonymous with Christmas. However, many people are unaware that this iconic song originated from Ukraine. Mykola Leontovych, a Ukrainian composer, arranged a traditional Ukrainian folk song into the version we know today, in 1914.

To aid Ukrainian children affected by war, we transformed the beloved Carol of the Bells into 

a donation platform using Shazam. The new version of the song, titled Carol for Charity, encourages listeners to Shazam itself and donate for children’s needs with just a few clicks.

“Carol for Charity” went viral in 11 countries. With the help of Publicis Groupe teams worldwide, it was featured on 22 radio stations and integrated directly into Christmas movies via bumper ads. Media and TV coverage further boosted the project’s popularity, leading to the song being played over 1,000,000 times. 

The project received numerous awards at prestigious festivals such as Cannes Lions, LIA Awards, Mad Stars, The One Show, and Golden Drum.

The research data from the Pace panel of Publicis Groupe Ukraine shows that only 19% of Ukrainians are willing to talk about their mental health. This is a relatively low figure, given that we are constantly under stress due to the war. Among the youth aged up to 35 years, as many as 40% experience fatigue and susceptibility to anxiety and depression.

Maybelline NY is not just a brand of decorative cosmetics but a lovemark for the youth, taking on a responsible social mission to support its audience in challenging times. In partnership with the charity foundation UA Mental Help, they launched the BraveTogether project, a psychological support initiative for youth.

It helps young people understand themselves and find ways to cope with various life issues. Through a hotline and a chatbot on Telegram, qualified psychological assistance is made accessible to everyone. Brand ambassadors – thought leaders of the young audience – have joined the project. The Zenith Ukraine team took charge of spreading information about the project.

For communication with the youth, digital channels were selected, and relevant Telegram channels, podcasts, and PR articles were chosen to thoroughly explain its capabilities to everyone. This media mix was crafted considering the high level of trust in personalities and resources, as well as the audience’s preferences in media consumption.

The chosen strategy worked excellently; more than 85% of our target audience (~4.1 million) learned about the Brave Together project. But most importantly, during the campaign period, there were over 16 000 unique interactions with the chatbot and through hotline. And the most crucial achievement is that 400+ people were trained to react in stress and about mental health.

To be continued…

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.

Svitoch Exclusive is exquisite dark chocolate with 51% of cocoa. It is presented in four unusual flavors: chili with apricot, sea salt with caramel, ginger with lemon, and hazelnut with peanut.

When developing the packaging the team emphasized the main advantages of the new product – the famous Svitoch chocolate and the ingredients in the form of pieces.

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.

Can selfies overcome cancer? Children with it have a 90% chance of recovery. But only when they are provided with the necessary treatment. In Ukraine, due to lack of funding and social problems, this figure is much lower, so online donations are very important. Together with Tabletochki Charity Foundation, we decided to increase the number of such donations, making selfies less selfish. That’s how the #MoneyCanChallenge came about.

The participant “complemented” his face in the photo with a portrait from a banknote donated to the Tabletochki and passed the call to friends. The flash mob was picked up by users and brands, making it one of the main TV news in the country. Tabletochki raised a considerable amount of money for charity at no cost, turning the instrument of love for oneself into an instrument of love for others.

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.