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.

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.

Selling OTC pharmaceuticals online is one of the most challenging ventures in performance marketing. However, with the advent of Covid-19, we identified a potential opportunity. Specifically, we anticipated a surge in online sales and a transition of users from offline to online platforms.

We took the initiative to become market pioneers, establishing the most transparent and effective collaboration with online retailers. We successfully launched Performance Marketing for Sandoz drugs, transforming the Black Box Pharma eRetail Media market into a clear, comprehensible, real-time analytical system. This allows for clear tracking of our advertising campaigns’ business results and boosts sales by attracting new users.

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.

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.

This is a story about how we succeeded in finding a touchpoint with the most difficult and inapprehensible audience for all marketers – the Z generation. Against the backdrop of a growing market, a strong competitor, and a falling share of Garnier Pure, we were able to succeed.
Our decision, on the one hand, was obvious – to choose the brand ambassador. But on the other hand, not everyone is able to find the right one. The one to whom teenagers could look up to and was interesting to watch.

We chose Open Kids and did not lose out. Business results and increased attention to communication with girls from the music band serve as evidence.

Now our audience feels that with Pure they are the coolest ones!

tvlab – creative partner of the project.

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.