Task

• conduct a communication campaign on the importance of the public sector;
• raise awareness of the target audience about the role and importance of the public sector. 

 

Solution

• development and implementation of a creative idea: civic activists at the heart of change;
• creating creative materials and launching a special project in media with a high affinity index; 
• supporting the project on social media and through a digital campaign.

 

PR | PLEON Talan

• management: coordinating the work of teams, communication with the client, document management;
• creation of content for a special project involving experts (interviews), representatives of public organizations and its placement in one of the top media – NV. The special project involved writing 4 native articles and creating a test to help the reader decide which NGO they would like to join; 
• disseminating information about the project on social media.

 

Creative | provid

• Developing a creative concept for the campaign. The Heart of Democracy idea united all manifestations of civic activism with a single thought: all for the sake of change for the country and everyone. Collecting money for Bayraktars (UCAV-drones), marching for rights, and exposing corrupt officials all work toward a common goal: to change Ukraine for the better;

• Developing key messages for different target audiences in accordance with the main creative idea;

• development and adaptation of all creative materials to different formats, namely: design of banners in accordance with key messages, development of an animated video for posting on YouTube and adaptation for social networks.

 

Digital | Media Direction OMD

• The following tools were used to reach the target audience and deliver the creative message:

• video advertising on YouTube

• banner placements in news feeds and stories on Facebook and Instagram;

• banners in the Google advertising network.

• These tools made it possible to run an effective advertising campaign and even exceed the planned targets.

 

Result

• 4 types (themes) of visuals, as well as their adaptation for static and dynamic banners, stories;
• creation of an animated video;
• 5 articles in a special project;
• 12 publications in social media;
• total project coverage of 14,415,855.