Work we are
proud of

The super-premium beer brand Kronenbourg has been building its attributes in the fashion territory for several years. This required large investments, but by differentiating from the main competitors, the brand gained growth in premium attributes year after year. 

In 2022, the brand showed a decline in sales for the first time ever. Therefore, in 2023, it was crucial to resume the communication of premium attributes to deliver its added value to consumers who prefer cheaper brands in times of economy. 

Understanding the irrelevance of fashion in the war, Publicis Groupe Content team with the Zenith Ukraine team helped Kronenbourg find its renewed meaning. The brand’s communication was based on supporting Ukrainian designers who continue creating and responding to the needs of society. In partnership with Vogue.ua, we created the Resilience & Social Impact nomination and provided real help to the laureates. 

Five Ukrainian brands received awards. Among the summer months, sales in August 2023 exceeded the 2021 level and showed a peak for the entire year. We maintained leading positions in key attributes, significantly surpassing competitors as “premium” and “modern.” And, of course, we reached a target audience of 7 500 000.

As a result of the campaign, we achieved more than reversing the downward trend in sales. We solved the Brand’s strategic task and found a new meaning in the fashion communication platform that meets the needs of society during the war.

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

Kyivstar gain first place in the fragmented market of the fixed Internet and become “visible” for the non-beneficial algorithms of the search algorithm. Instead of classic SEO-approaches the brand left the template and optimized the landing page for each city and town, where there is a physical possibility of Kyivstar to provide the fixed Internet.

Experimental “local” tactics in SEO increased the visibility of Kyivstar’s fixed Internet in the first positions of organic search results by 3.5 times. Brand №1 has now caught up with itself in the search.

This case received Bronze Award in E-Commerce category at Effie Awards Ukraine.

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.

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.

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.