Task

• to restart the Veteran Hub communication campaign, which began in 2015; 
• to call for the use of gestures of gratitude to defenders through various communication channels.

Solution

An integrated approach to the use of tools and the involvement of agama agencies. To fulfill the tasks and achieve the KPIs, we chose such tools as: creative video with an example of behavior (provid), influencer engagement (provid), native articles in outreach media (PLEON Talan), digital advertising (Media Direction OMD).

PR | PLEON Talan

• development and distribution of unique native articles and press releases in Ukrainian media and telegram channels, such as NV Life, Channel 24, Bit.ua, Platfor.ma, Insider UA, whose media mix was formed based on the intersection of the client’s audience and the existing media audience; 
• Moderation of share of voice, which was formed due to the outreach media and allowed to involve other niche media and the target audience in the news distribution by reposting;
• preparing materials for communication on Radio NV, which helped us reach an additional audience.

 

Influencer marketing, Creative & SMM | provid

• creating a symbolic logo of the gesture of gratitude (right palm over the heart) for use in various media channels; 
• Developing an idea for a series of videos: reminding society of the possibility and importance of thanking defenders, especially during a full-scale war; 
• conducting a photo shoot for the main characters of the videos and preparing banners of various formats for launching in digital; 
• Involvement of influencers, including: Yevhen Klopotenko, Solomiya Vitvitska, Yaroslava Kravchenko, Pavlo Zibrov. Conducting a photo shoot to use the photo material in SMM communication, stories with personal thanks;
• SMM support for the project: Facebook, Instagram, Twitter, TikTok. The overall communication on social media was divided into stages: the announcement of the campaign on how to thank a defender in person, and informational videos and photos about the importance of gratitude;
• updating the website: creating new texts and posting photos taking into account the current context of a full-scale war. 

 

Digital | Media Direction OMD

• development of a media strategy;
• launch and support of digital advertising: SLM (RON package), video format; 1+1 package, video format; SLM (RON package), standard banners; 1+1 package, standard banners.

Result

• more than 5 thousand posts with the hashtag #ThanksToYou;
• more than 15 free publications in the covered telegram channels;
• 5 free native articles in the covered media;
• more than 25 influencers involved on a pro bono basis;
• total campaign reach of 29,038,636.