Work we are
proud of

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 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…

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.

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

COVID-19 and the introduction of strict quarantine restrictions are events that have greatly affected all of us and forced us to change our usual way of life. Now people had to get used to living in self-isolation and connect with the world (work, friends, relatives) by various devices and messengers. The situation contributed to the surge in popularity of the video conferencing format.

Many not only locked themselves at home but in themselves too. This influenced a lot of the beauty industry. After all, people began to pay much less attention to their appearance.

 Solution

We decided to utilize this trend – and encourage people who have become hostages of their homes to be more open and “see” each other online more often. Yes, see each other! And start turning on cameras. And with the help of Garnier Fructis Superfood people who could look like whatever looked super.

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.

Pandemic is a hard time for people: we are flooded by bad news and sad thoughts. We all need a source of calmness and harmony during these times.

Therefore we created a new philosophy “Take it smoothie”, which helps to deal with bad moods and tough problems.

We used only social networks to promote our campaign and created bright content, interesting copy, and super cool Insta-masks.