Publicis Groupe Ukraine

Work we are
proud of

Increasing sales for PrivatBank with SEO and AI

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.

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Increasing sales for PrivatBank with SEO and AI
How to turn the Pharma eRetail Media market black box into effective performance marketing?

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.

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How to turn the Pharma eRetail Media market black box into effective performance marketing?
Changing the Symbolism with the Motherland Pride

In Ukraine, Pride events do not have a long history. COVID-19 in 2020 made it even more difficult, as all Pride events were canceled and switched to online, which reduced the audience dramatically. Online involves only LGBTQ+ activists. Offline Pride events are a moment of visibility for a wide audience. KyivPride and Saatchi & Saatchi had a difficult task – during a pandemic they needed a campaign that spread online Pride events across the country.

We hacked the tallest European statue, the iconic Motherland Monument, with the help of drones and the Dronarium Ukraine team we attached a huge rainbow flag to its sword in real-time. The statue’s symbolism was transformed – from the protection of Soviet values to human rights protection and raising awareness of gender equality. It was an upside-down shift in symbolism that immediately resonated with society.

The task was to make our Pride event visible in Kyiv during COVID-19 pandemic restrictions. But our stunt made Kyiv’s Pride visible all over the world with more than 100 million impressions in the first three days. The Motherland Monument stunt was recognized as the EVENT OF THE YEAR in Ukraine & Eastern Europe.

The Motherland Pride won several awards in the biggest world festivals on creativity and efficiency, such as Effie Awards Ukraine 2021, Cannes Lions 2021 and 2022, Andy Awards 2021, Golden Drum 2021, AD Stars 2021, D&D 2022, and The One Show 2022.

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Changing the Symbolism with the Motherland Pride
LENOVO: MEOWBOOK

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.

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LENOVO: MEOWBOOK
‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

Every year, before the Children’s Day, the Tabletochki Charity Foundation, together with Leo Burnett, launches fundraising campaigns for the treatment of children with cancer. These actions are so periodic that it is becoming increasingly difficult to reach people.

For 2020, the fund has set a MEGAGOAL in general: to shoot a video for a digital campaign that will raise a million hryvnias! And this at a time when people, in addition to the fate of cancer patients, were also worried about the virus, lockdown, uncertainty, unemployment… Additional condition: the foundation wanted to show in the video a real child who beat cancer thanks to philanthropists.

We have developed a script for the video. The main role was played by a former ward of the foundation – 9-year-old Artem. He became proof of the effectiveness of care and a symbol of a possible happy ending.

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‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY
When you can look whatever, look great with Garnier Fructis Superfood

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.

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When you can look whatever, look great with Garnier Fructis Superfood
Through rationality and expertise to the consumer’s heart

In the super-premium pet food segment where Purina Pro Plan plays, brands use rational communication that emphasizes their expertise. After all, this is what pure-blooded pets owners value, and they are the main consumers in the segment.

To stand among the competitors we drastically changed the rules of the game in the category and focused on the development of our own communication channels instead of using paid communication channels.

We developed a content strategy that was really useful for pet owners. It was a long-term thought-out strategy to be implemented in 3 stages: branded content creation; its scaling with the TV section; exclusive communication with the audience on the own cat show.

We were the first and the only in the category to choose this kind of path. And our bold trend-based solution has helped the brand to win the love of pet owners. Our market share has grown 2 times in 3 years, and brand perception has improved significantly!

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Through rationality and expertise to the consumer’s heart
Dirol Blogger Academy

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.

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Dirol Blogger Academy
KredoBank: The Right ASO for the Right Bank

KredoBank: The Right ASO for the Right Bank

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KredoBank: The Right Bank at the Right Time

KredoBank: The Right Bank at the Right Time

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PromoStick: from game to purchase

PromoStick: from game to purchase

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Nasha Ryaba “Apetytna”: smart growth powered by a data-driven approach

Nasha Ryaba “Apetytna”: smart growth powered by a data-driven approach

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A la guerre comme a la guerre – Do your things with a French accent

A la guerre comme a la guerre – Do your things with a French accent

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“Ode to Dignity” – How the “Ukraine” Piano Worked on Ukraine’s Image in Germany

“Ode to Dignity” – How the “Ukraine” Piano Worked on Ukraine’s Image in Germany

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How Visa Created a Community of Brands who care

How Visa Created a Community of Brands who care

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The honey that shouldn’t exist

The honey that shouldn’t exist

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Carol for Charity – How we turned Shazam into a Donation Platform

Carol for Charity – How we turned Shazam into a Donation Platform

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Brave Together with Maybelline New York

Brave Together with Maybelline New York

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Tsar Khlib + Leo Burnett Ukraine = the first major communication of the bread brand “Skills Taste” 2024

Tsar Khlib + Leo Burnett Ukraine = the first major communication of the bread brand “Skills Taste” 2024

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Keep calm & carry-on big data

Keep calm & carry-on big data

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Regional OdysSEO for the priority. Fixed internet by Kyivstar

Regional OdysSEO for the priority. Fixed internet by Kyivstar

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Plasticine stories on sensitive issues by Publicis Ukraine

Plasticine stories on sensitive issues by Publicis Ukraine

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Exclusive Packaging for Svitoch Exclusive

Exclusive Packaging for Svitoch Exclusive

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Your favorite clothes look new much longer!

Your favorite clothes look new much longer!

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Podorozhnyk – Knows That Helps

Podorozhnyk – Knows That Helps

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Be the King of your Jungle

Be the King of your Jungle

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National Art Museum of Ukraine (NAMU): NAMU Lions

National Art Museum of Ukraine (NAMU): NAMU Lions

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The Best Side of Molokiia

The Best Side of Molokiia

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The Ukrainian Creative Awards

The Ukrainian Creative Awards

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Save the animals with Save Wild

Save the animals with Save Wild

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Classic Picnic #SOUNDwiththeCITY

Classic Picnic #SOUNDwiththeCITY

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#Moneycanchallenge

#Moneycanchallenge

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Become a Hero with Men Expert

Become a Hero with Men Expert

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Nescafé 3in1 integration in music clip to engage young trendy audience

Nescafé 3in1 integration in music clip to engage young trendy audience

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Let our #ІСТОРІЇVСЕРЕДИНІ be heard or how to involve the audience in delicate dialog

Let our #ІСТОРІЇVСЕРЕДИНІ be heard or how to involve the audience in delicate dialog

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How to find a new audience to boost brand leaders growth

How to find a new audience to boost brand leaders growth

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Get your head in the game with Lion together

Get your head in the game with Lion together

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Fructis Renovation or how to be on the TOP again

Fructis Renovation or how to be on the TOP again

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DigiVision for SausageSnack

DigiVision for SausageSnack

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The very same feeling when you’re with Pure the coolest one

The very same feeling when you’re with Pure the coolest one

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Message personalization and psychographics in campaigns by Visa and their partner PrivatBank

Message personalization and psychographics in campaigns by Visa and their partner PrivatBank

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Take it smoothie – Molokiia

Take it smoothie – Molokiia

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Clients

Lactalis
Renault
Winner
Beiersdorf
Mango
Sanofi
B&H
Save Wild
Coca-Cola HBC
Таблеточки
Chumak
Nestle
Ukrsibbank PNR Paribas Group
Carlsberg Ukraine
Electrolux
StarLadder
NAMU
METRO
Molokia
Peugeot Citroen
Raiffeisen Bank
Дмитрук
Stellantis
Sandoz
Mondelez
Lotos
Duracell
P&G
ABInBEV
Unity Bars
Coty
L`Oreal Ukraine
КОМО
Philip Morris
Samsung
Arterium
Essity
LVMH
Eurocar
OLX
Reckitt Benckiser
Дарниця
FCA
Kyivstar
White Rock
Visa
Клуб Сиру
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