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
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
Your favorite clothes look new much longer!

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.

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Your favorite clothes look new much longer!
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.

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Be the King of your Jungle
National Art Museum of Ukraine (NAMU): NAMU Lions

Ukrainian museums are an important and one of defining parts of National cultural foundations. NAMU is a treasury of Ukrainian culture. There are 2 lions sculptures, placed as of 1899 which needed urgent help in renovation with the cost 2.08 million UAH. In order to collect the needed amount, we turned concrete lions into virtual influencers (first in Ukraine), by creating accounts on Facebook and Instagram as well as donation websites. As a result – we earned more than 4 million impressions with lion’s content in social networks and the overall media field. Thanks to that, Museum succeeded in a government program – ‘Big Renovation’, and was granted 40 million UAH on renovation needs.

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National Art Museum of Ukraine (NAMU): NAMU Lions
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
The Best Side of Molokiia

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.

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The Best Side of Molokiia
Keep calm & carry-on big data

Keep calm & carry-on big data

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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?

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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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Podorozhnyk – Knows That Helps

Podorozhnyk – Knows That Helps

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‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

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

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

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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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Through rationality and expertise to the consumer’s heart

Through rationality and expertise to the consumer’s heart

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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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Dirol Blogger Academy

Dirol Blogger Academy

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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

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