Work we are
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In November 2023, Ukraine celebrated the 10th anniversary of the start of the Revolution of Dignity – an event that significantly influenced the country’s development trajectory.

However, even after 10 years and a full-scale invasion there is still a barrier of misunderstanding between Ukrainians and Europeans. On one hand, most EU citizens agree with the statement that “Ukraine should join the EU when ready.” At the same time, russian propaganda portrays Ukraine as an incapable state and works to sow division within the EU.

A step towards overcoming this barrier of mutual understanding was to be a joint symbolic communication campaign that through the example of the Revolution of Dignity would demonstrate that Ukrainians feel and share European values. Given the tendency to avoid news about Ukraine in Germany, especially negative ones, the campaign aimed to facilitate the publication of quality materials that would reveal context and convey embedded messages.

Since Europeans do not completely believe that they are similar with Ukrainians, perhaps it is worth communicating our common values through the universal language of humanity. It sounds “right” and is understood in various social contexts worldwide. And that language is music.

During the Revolution of Dignity music united, supported, and inspired. Blue and yellow piano “Ukraine” not only served as a musical instrument but also became a physical and symbolic barrier between forces and peaceful protesters. Considering the deep symbolism of the piano the Publicis Ukraine and MSL Ukraine team proposed to create a cultural event alongside another symbolic monument, but for Germans, the iconic Brandenburg Gate.

The culmination of the event was the performance of the EU anthem “Ode to Joy,” in a four-hand rendition as a poignant symbol of Ukraine’s inevitable accession to the European family.

The campaign generated over 50 publications in leading German media, including online, print, and 11 features on major TV channels. The total non-unique publication coverage exceeded 486,100,000, with unique coverage reaching 40,500,000 — all without any media investments. Additionally, the event served as a platform for conveying important messages by official figures.

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 “Finance” category was rapidly declining, and the client set an ambitious goal – to increase website traffic from organic search by 80%, to increase the number of applications for the top 6 products by at least 2 times (+100%), and to increase the average monthly revenue per consumer of these products by at least 20% in the category.

We predicted the formation of pent-up demand in this category and, using AI technology, discovered the opportunity to cover a wider range of search queries to attract more potential clients.

We planned an unconventional SEO tactic “To search as they search” – create a website specifically for service consumers and optimize it based on how they search. It worked wonders in scaling PrivatBank’s presence in organic search results.

We conducted a detailed analysis of search queries based on the principle of “search as they search,” created new pages on the website according to them, generated ideas for relevant content using AI, and promoted these pages using links.

We exceeded the website traffic goal by 89% and the application submissions for the top 6 products by 96%, but more importantly – we increased the average revenue from the top 6 products by 28%, surpassing the average annual inflation rates in Ukraine.

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.

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.

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.

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.

CHALLENGE

The male deodorants market is driven by 3 strong brands-mastodons both in sales & in media activity. Each leader plays on its own clear territory with different male groups.

Men Expert is a young brand in the category with still low brand awareness among men as weak media support doesn’t build wide TA reach & involvement into the brand niche for a long period.

INSIGHT & IDEA

More than 60% of the core male audiences are interested in computer game playing. In Ukraine, the cybersport niche is still unoccupied. Each Men Expert franchise has its own unique property as DOTA heroes have their own unique power.

Decision: to conquer real male territory with high reach potential to differentiate Men Expert among strong & active competitors.

IMPLEMENTATION

Zero stage: teasing OOH & digital campaign to stir up TA interest declaring new brand territory.

Semi-finals: strong TA reach achievement due to 2 non-stop days of DOTA Minor streams with Men Expert as main partner & digital campaign support led on a game console raffle to build link with business.

Grand final: active TA involvement into Grand final and native reach building driving by engaged bloggers.

RESULTS

• 70% TA reach in TOP-5 cities
• +5 p.p. Brand Awareness growth among the young male audience
• +2 p.p. Brand Consumption growth among the young male audience
• record deodorants sales* in units & value in the e-com channel during the campaign