53% of Ukraine’s economy depends on food and agricultural exports. Today, landmines occupy 30% of our land, which is twice the size of Portugal. Without global assistance, it will take decades to make it safe. Countless agricultural fields remain dangerous. People can’t work there.
The Minefields Honey Project ‒ the mix of nature and tech helps us to create a product that was never meant to exist by turning unsafe areas into flourishing gardens for symbolic honeymaking.
Personnel limited edition jars with details about our issue became a diplomatic tool and were given directly to influential people. The harvested honey became an invitation to fundraising events for Ukraine’s demining. The first 55 personnel jars were presented at special economic events such as World Economic Forum (Davos) and, USA-Ukraine Partnership Forum (Washington D.C.).
For now, the project has resulted in 175 000 000 impressions and numerous headlines with zero budget investments. It also received awards in huge international festivals such as Cannes Lions, KIAF, and others.
In 2024, Saatchi & Saatchi Ukraine, Kernel Ukraine, the Ministry of Foreign Affairs of Ukraine, and the Union of Beekeepers of Ukraine gathered the new honey harvest to ensure the project’s continuation.
read moreThe 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
read moreKyivstar 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.
read moreVanish 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.
read moreThis 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 moreEvery 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.
read moreIn 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!
read moreFor 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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