Work we are
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Goals

The Credo Bank team decided to update the mobile app to modernize its design and add new daily banking services to meet the needs of users of the bank’s products. An additional goal was to increase the app’s rating in the AppStore (2 points) and Google Play (3 points) to at least 4 points. Our task was to carry out a set of measures for ASO optimization of pages in the AppStore and Google Play: to increase trust through ratings, improve organic visibility, and increase conversion to installation by at least 20%.

Challenge

Updating a mobile app for a bank is a strategic step, so all the details must be taken into account. In the banking category, 56% of users choose an app for daily banking (source: PACE Panel, 2025), and each star in the rating represents trust that converts into installs. Kredobank faced a challenge: the app had become much better, but the previous UX (user experience) had left behind low ratings and negative reviews. An additional challenge for us and the bank’s team was the decision to publish the updated app on the existing AppStore and Google Play pages, which is more difficult than creating pages from scratch.

We were faced with the task of breaking down the bias formed by the previous version and showing the true face of the updated Kredobank.

Insight and strategy

In the banking category, the decision to install is made in seconds: not based on a list of features, but on trust. Users look at the rating, the first screens, the tone of communication, and instantly decide: “Is this my bank or just another set of promises with asterisks?”

Kredobank already had a clear positioning of “proper banking”: simple conditions, fair rules, no hidden nuances. This idea became the basis of the strategy: ASO should not just increase visibility, but translate this philosophy into the language of stories. Make content, texts, and visuals as honest and understandable as the product itself. To turn the page into an extension of the brand’s character, where every element confirms the image of “correctness.”

Execution

We started with a deep dive. The ASO audit included comparing Kredobank’s page with 15 market-leading competitors, checking compliance with store requirements, and evaluating technical indicators. We analyzed everything: from content to adaptability on different devices, from ratings and reviews to external links.

Visual audit: We moved to a modern creative format, where daily banking and key banking products became the priority. The new design helped to better reveal the value of the updated application.

The most interesting part began with working on the content. Using technical tools and AI, we identified user behavior patterns and collected over 600 relevant keywords, evaluating their monthly frequency of use. Every word and every phrase in the title, subtitle, and description now worked for visibility and conversion, reflecting the intentions of the target audience.

Image 1. Updated version of the app description in the App Store

Image 2. New creative design for the App Store and Google Play

When preparing creatives, we found that video has a decisive impact on the user experience, in particular through the use of the “events” tool as an element of visual marketing in ASA. We created all visuals with storytelling in mind so that all materials worked as a single story: from the first glance to the install.

Advertising activity through Google Ads, Meta, ASA, and TikTok supported the overall momentum, and UX solutions became the “voice” of the updated product: the Kredobank team worked out trigger chains of push notifications in the app, which helped to get high ratings with a truly good experience with the app.

Results

After several months of fruitful work and technical implementations, we saw noticeable results by the end of December 2025:

• Organic visibility improved significantly, and the app began to rank for a greater number of queries (+36%), allowing new users to find our brand.
• The app’s rating increased significantly: +95% in the AppStore (from 2 to 3.9) and +38% in Google Play (from 3 to 4.2) and continues to grow in 2026.
• Most importantly, we increased the conversion rate from view to install by 25%.

The story of Credo Bank is about how the right communication in stores can reveal the true value of a product. The synergy of ASO, visual, and technical solutions transformed outdated perceptions into trust.

The rating has grown in line with improvements in the updated product, and organic visibility has begun to function as a stable source of new user acquisition.

53% of Ukraine’s economy depends on food and agricultural exports. Today, landmines occupy 30% of our land, which is twice the size of Portugal. Without global assistance, it will take decades to make it safe. Countless agricultural fields remain dangerous. People can’t work there. 

The Minefields Honey Project ‒ the mix of nature and tech helps us to create a product that was never meant to exist by turning unsafe areas into flourishing gardens for symbolic honeymaking. 

Personnel limited edition jars with details about our issue became a diplomatic tool and were given directly to influential people. The harvested honey became an invitation to fundraising events for Ukraine’s demining. The first 55 personnel jars were presented at special economic events such as World Economic Forum (Davos) and, USA-Ukraine Partnership Forum (Washington D.C.).

For now, the project has resulted in 175 000 000 impressions and numerous headlines with zero budget investments. It also received awards in huge international festivals such as Cannes Lions, KIAF, and others. 

In 2024, Saatchi & Saatchi Ukraine, Kernel Ukraine, the Ministry of Foreign Affairs of Ukraine, and the Union of Beekeepers of Ukraine gathered the new honey harvest to ensure the project’s continuation.

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

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.

The Ukrainian Creative Awards festival took place in Odesa from May 29 to June 1. It is a large-scale event in the creative market of the country, which brings together the most ideological and inspired creative people. Creativity is their natural way of life, so we believe that such people are the real driving force that can change the world. Thus was born our idea for the advertising campaign of the festival “Creativity — Ukrainian national idea”, thanks to which the creative flair in itself could be discovered and supported by everyone.

CHALLENGE

The category of female hygiene products is highly competitive, where each of the brands in its communications informs about the quality benefits of the product. Differentiation is extremely important for brands like this. It helps to build the affinitive territory. Libresse has set a goal for itself –  To create a world where women can live the life they want, by breaking V-zone taboos, and the Libresse brand will help her feel confident and protected. regardless of the day of the cycle.

INSIGHT & IDEA

Globally, powerful communication has been developed for the Libresse. All our #історіїVсередині need to be heard. To know each other. To help each other. To see each other. And no woman can be forced to hide what she feels inside. Changes in communication have also affected the brand’s appearance.

Decision: not just to scale a new brand message, but to engage women to share their own stories: to learn one, to help one, to see one. Our #історіїVсередині must be heard.

IMPLEMENTATION

To be seen: attracting coverage media: TV + Digital, connecting Discovery Ads in YT and organically received a significant number of social network shares.

To be heard: A sexual podcast with The Village, to break taboos around sex and the V-zone.

To be discerning: By making influencers the voices of the brand who told their stories by launching WOM on social media

To be informed: Drove traffic to the website with paid search by posting a fun period’s test on Wonderzine.

RESULTS

• 70% reach TA
• More than 1М views
• +3 p.p. TOM
• +1 p.p. value share of the premium period pads segment
• +3 p.p. “Brand, which breaking intimate zone taboos” attribute

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.