Publicis Groupe Ukraine

Work we are
proud of

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

For over 100 years, Carol of the Bells has been synonymous with Christmas. However, many people are unaware that this iconic song originated from Ukraine. Mykola Leontovych, a Ukrainian composer, arranged a traditional Ukrainian folk song into the version we know today, in 1914.

To aid Ukrainian children affected by war, we transformed the beloved Carol of the Bells into 

a donation platform using Shazam. The new version of the song, titled Carol for Charity, encourages listeners to Shazam itself and donate for children’s needs with just a few clicks.

“Carol for Charity” went viral in 11 countries. With the help of Publicis Groupe teams worldwide, it was featured on 22 radio stations and integrated directly into Christmas movies via bumper ads. Media and TV coverage further boosted the project’s popularity, leading to the song being played over 1,000,000 times. 

The project received numerous awards at prestigious festivals such as Cannes Lions, LIA Awards, Mad Stars, The One Show, and Golden Drum.

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

read more
Increasing sales for PrivatBank with SEO and AI
Exclusive Packaging for Svitoch Exclusive

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.

read more
Exclusive Packaging for Svitoch Exclusive
Be the King of your Jungle

At a time when the conventional approach is used in customer communication in the category of chocolate bars, we have managed to find our own viable solution – personalized communications with individual segments of a wide target audience. And this is what has delivered fantastic results – our market share has grown over as many as three months for the first time since the beginning of the lockdown. We have chosen to work on five segments that cover the majority of a wide audience aged 16-35. That said, however, we managed to appeal to each of them individually, to become closer and more relevant to their particular preferences. We have developed tailored solutions for each of them: packing, messages, media support, opinion leaders, and presents that meet interests. As a result, everyone had the opportunity to feel like a king in what this particular person was interested in. All these efforts have resulted in heightened attention, engagement in communication, and the main result – fantastic performance indicators!

Challenge: To check the decline in the brand’s market share by means of highly relevant communication that engages the audience.

Insight: While everyone else in the category is working with a wide audience (16 to 35), we can pave our own way of segmentation and personalization of the message.

Idea: Lion encourages you to feel like a king (Lion) in what you are interested in.

Bringing the Idea to Life: Tailored solutions for each of the five selected segments: from packing and message to communication channels and targeting.

Results: An increase in the market share by 1.7 percent after the start of the campaign due to the high engagement in communication.

read more
Be the King of your Jungle
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.

read more
LENOVO: MEOWBOOK
#Moneycanchallenge

Can selfies overcome cancer? Children with it have a 90% chance of recovery. But only when they are provided with the necessary treatment. In Ukraine, due to lack of funding and social problems, this figure is much lower, so online donations are very important. Together with Tabletochki Charity Foundation, we decided to increase the number of such donations, making selfies less selfish. That’s how the #MoneyCanChallenge came about.

 

The participant “complemented” his face in the photo with a portrait from a banknote donated to the Tabletochki and passed the call to friends. The flash mob was picked up by users and brands, making it one of the main TV news in the country. Tabletochki raised a considerable amount of money for charity at no cost, turning the instrument of love for oneself into an instrument of love for others.

read more
#Moneycanchallenge
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.

read more
Dirol Blogger Academy
Take it smoothie – Molokiia

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.

read more
Take it smoothie – Molokiia
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

read more
“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

read more
How Visa Created a Community of Brands who care

How Visa Created a Community of Brands who care

read more
The honey that shouldn’t exist

The honey that shouldn’t exist

read more
Brave Together with Maybelline New York

Brave Together with Maybelline New York

read more
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

read more
Keep calm & carry-on big data

Keep calm & carry-on big data

read more
How to turn the Pharma eRetail Media market black box into effective performance marketing?

How to turn the Pharma eRetail Media market black box into effective performance marketing?

read more
Regional OdysSEO for the priority. Fixed internet by Kyivstar

Regional OdysSEO for the priority. Fixed internet by Kyivstar

read more
Plasticine stories on sensitive issues by Publicis Ukraine

Plasticine stories on sensitive issues by Publicis Ukraine

read more
Changing the Symbolism with the Motherland Pride

Changing the Symbolism with the Motherland Pride

read more
Your favorite clothes look new much longer!

Your favorite clothes look new much longer!

read more
Podorozhnyk – Knows That Helps

Podorozhnyk – Knows That Helps

read more
National Art Museum of Ukraine (NAMU): NAMU Lions

National Art Museum of Ukraine (NAMU): NAMU Lions

read more
‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

read more
The Best Side of Molokiia

The Best Side of Molokiia

read more
The Ukrainian Creative Awards

The Ukrainian Creative Awards

read more
Save the animals with Save Wild

Save the animals with Save Wild

read more
Classic Picnic #SOUNDwiththeCITY

Classic Picnic #SOUNDwiththeCITY

read more
When you can look whatever, look great with Garnier Fructis Superfood

When you can look whatever, look great with Garnier Fructis Superfood

read more
Become a Hero with Men Expert

Become a Hero with Men Expert

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

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

read more
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

read more
Through rationality and expertise to the consumer’s heart

Through rationality and expertise to the consumer’s heart

read more
How to find a new audience to boost brand leaders growth

How to find a new audience to boost brand leaders growth

read more
Get your head in the game with Lion together

Get your head in the game with Lion together

read more
Fructis Renovation or how to be on the TOP again

Fructis Renovation or how to be on the TOP again

read more
DigiVision for SausageSnack

DigiVision for SausageSnack

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

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

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

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

read more

Clients

Renault
Mango
FCA
Visa
Клуб Сиру
Дмитрук
Raiffeisen Bank
Essity
Chumak
КОМО
Samsung
Winner
Sanofi
Duracell
Ukrsibbank PNR Paribas Group
Mondelez
Sandoz
Coca-Cola HBC
Save Wild
B&H
ABInBEV
METRO
OLX
Electrolux
Eurocar
Unity Bars
Lactalis
Beiersdorf
Дарниця
Molokia
Peugeot Citroen
Таблеточки
Arterium
Stellantis
White Rock
Kyivstar
L`Oreal Ukraine
StarLadder
Coty
Philip Morris
NAMU
Carlsberg Ukraine
Lotos
P&G
LVMH
Reckitt Benckiser
Nestle
This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies.
Accept cookies