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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.

Advertising for bread producers is usually a rare occurrence, as they typically do not heavily invest in communication projects. However, in recent years, ‘Tsar Khlib’ has broadened its product range, gained confidence, and made the decision: it’s time to take action.

Leo Burnett follows its own philosophy – HumanKind. This philosophy revolves around the desire to find a perfect balance that benefits both the brand and the individual. To achieve this, one must have a deep understanding of both sides. And what better way to showcase a brand than through its production process? Thus, the team gathered and embarked on a visit to the ‘Tsar Khlib’ factory to witness everything firsthand.

Before diving into the brainstorming session, it is crucial to explore how consumers perceive the brand’s products and the overall category. With insights from the client and the Publicis Groupe Data Science team, it was revealed that ‘Tsar Khlib’ holds a place as one of many consumers’ ‘favorite brands.’ However, a significant portion of the audience had not yet noticed the brand, simply regarding it as ‘just bread.’ The team also discovered that consumers prioritize bread quality, appreciating naturalness and taste. Even in everyday meals, Ukrainians enjoy treating themselves, turning a modest meal into a culinary delight. This behavior was coined as ‘everyday gourmets.’

This led to the development of a new brand platform called ‘Craftsmanship Tastes,’ emphasizing the key product attributes valued by consumers – quality and taste.

In transparent communication, it is not only essential to declare but also to demonstrate and convince consumers that these principles are reflected in the product manufacturing processes. Hence, a section named ‘Our Rules’ was created. This segment explains the bread-making process and why it yields such delicious results. Through engaging videos, viewers are provided with insights into daily practices, often imperfect, juxtaposed with the solid principles that ‘Tsar Khlib’ adheres to in product creation. Each rule represents a production insight, revealing the truth about the product while offering valuable and interesting information about its benefits.

To ensure the effectiveness of creative campaigns and boost sales, it is vital to establish communication channels correctly. Fortunately, the skilled professionals from PMX Publicis Groupe Ukraine expertly targeted advertising efforts in Kyiv and the surrounding region. The outcome was promising – awareness of ‘Tsar Khlib’ and its product range began to surge.

Collaborating with technologists, production staff, and the agency’s brand team, around 100 ‘rules’ were compiled, encapsulating the secrets of ‘Tsar Khlib’s’ craftsmanship. Stay tuned to the brand’s communications to uncover more hidden production insights.

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

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.

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.

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.

Casting Crème Gloss as a historical leader in ammonia-free hair dyes has always been positioned as a brand for the first dyeing. Our focus audience is girls younger than 35 years old because hair color without ammonia does not suit older women. But since the launch, the audience of the brand became much older and we did not attract girls aged 16-24 y.o. who color their hair for the first time.

The main goal is to use upcoming rebranding and consider a strategy that would help to attract the new audience’s attention without losing the existing one and stimulate the brand growth.

Analyzing two TA segments (F 16-24 and F 25-34), we realized that each of them has a completely different background. Therefore, we built our communication taking into account individual triggers. The right message helped rejuvenate the audience and strengthen the perception of Casting Crème Gloss as the best dye for the first coloring.

In just a month of the campaign, we have achieved a record market share since the brand existed.