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 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.

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.

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.

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.

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.

BACKGROUND

Nescafé 3in1 needed to attract a young audience through its communication.

This audience watches TV less often and has left a trust to direct advertising. But they trust opinion leaders and consume a lot of YouTube. They like music content and Alyona Alyona is one of the most popular local singers among them.

SOLUTION

• To use native communication with the audience by integration in Alyona Alyona’s clip with product placement and product usage.
• To engage the audience by relevant content from relevant singers & by additional bloggers support, which told about this partnership in social networks.

RESULTS

• ~4,5 Mln video views
• 104 K likes
• >100 K engaged in brand questionnaire integrated into the clip: most of the audience remembered and correctly indicated the brand