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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.

In 2022 Visa, like other responsible brands, reevaluated its priorities, focusing efforts and resources on support. The company created a non-commercial platform that served as a forum for the coordinated efforts of Visa’s social initiatives and its partners, arising in response to numerous simultaneous needs.

The establishment of the Brands Who Care enabled the consolidation of media channels, businesses, foundations, and those needing assistance for effective aid and support. Visa directed its communication investments to support the platform, emphasizing timely messages on areas requiring immediate assistance. The campaign was created by the Saatchi & Saatchi Ukraine team.

To achieve maximum visibility, the initiatives were presented as Brands who care, rather than directly under the Visa name, which facilitated more effective interaction with the audience. The project garnered significant reach, with over 50,000,000 contacts.

Since the launch of the first collaborations, over 20 initiatives have been organized, and over 80 million hryvnias have been raised. Brands who care community continue to thrive and evolve as a community of socially responsible brands.

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.

Save Wild is a fund that rehabilitates wild animals after the captivity. By creating close to natural conditions, the foundation helps animals recover physically and morally. We have developed a corporate identity that best conveys the essence of the fund’s activities. We have chosen the forest as a symbol of the natural environment, depicting it in the form of tree rings that protect wild animals, emphasizing the value and vulnerability of life.

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

We faced a challenge to break into the everyday life of people with a new product Kabanosy – long, thin sausages made from natural meat, positioned in between the meat-sausage and snack category. Until 2019 the product was unknown to both Ukrainian customers and distributors. Retail shops didn’t understand in which division the product should be sold, customers were puzzled whether to make sandwiches or eat Kabanosy with beer.

New product inspired us for a new approach for mixing media channels. We turned the classical media mix upside down and developed “DigiVision”, where digital plays a leading role in generating reach and TV is playing a secondary role. Non-standard and effective usage of media allowed Kabanosy to become a leader of the category of Snack and Meat products with minimal investment and significantly grew monthly sales.

Issuing new active payment cards with many transactions is becoming more and more difficult every year when it comes to a large bank. Standard audience targeting tools no longer work.

Thanks to the psychographic segmentation of the target audience, done with the help of partners, we were able to reach a new level of personalization. As a result, we improved our media metrics, got more active customers who made more transactions, determined which segments performed better and applied our knowledge to optimize our next campaigns.