Nostra Communications Group cases
Cases- all cases 17
- strategy and implementation 9
- FMCG 4
- digital 8
- financial sector 4
- media planning and purchasing 4
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Let’s fight the crisis
Video
Challenge, description of the situation and goals
Insights and strategic idea
Results
During the crisis, PUMB sought to support small business owners by simplifying banking operations and attracting new customers. The bank became the first in Ukraine to offer 100% remote account opening for businesses — with online document verification, without visiting branches and without additional contacts with managers. This was important because entrepreneurs needed simple and quick solutions for conducting business in conditions of uncertainty.
The campaign, with a focus on reach and conversion, included the launch of a YouTube video aimed at raising awareness of the new service and encouraging deeper views of the main video. To measure effectiveness, the YouTube Brand Lift study was conducted, which evaluated the memorability of advertisements. During the campaign, there were regular optimizations and testing of placement strategies in performance tools to maximize quality conversions.
The campaign reached 75% of the target audience with an effective frequency, and the video completion rate (VTR) was 45%. The conversion plan was exceeded by 24%. Brand ad recall increased by 12% according to YouTube Brand Lift research, and spontaneous awareness of the PUMB brand among small business owners increased by 78% year-over-year.
Strength and calm
Video
Challenge, description of the situation and goals
Insights and strategic idea
Results
Against the backdrop of the instability and volatility of the economic situation in Ukraine at the end of 2022, the preservation of financial assets became critically important, especially in war-torn regions. Only 17% of the population chose traditional deposit mechanisms to protect their funds. PUMB decided to accept this challenge by increasing its deposit portfolio in the context of economic crisis and uncertainty.
In response to the situation, PUMB developed two deposit programs: “Steel” and “Calm”, which were aimed at two different market segments – experienced users and beginners, respectively.
- The “Steel” deposit focused on confidence and high interest rates.
- The “Calm” deposit provided peace of mind and the ability to manage the deposit 24/7.
The digital campaign was carefully tailored to the needs of each audience segment and was conducted consistently, with a focus on individual goals for each product. PUMB used platforms such as YouTube, Facebook, Instagram and Programmatic, with an emphasis on precise targeting and optimization of approaches, including the use of TrueView for Action to achieve maximum effectiveness.
- No. 1 in terms of deposit growth dynamics among Ukrainian banks.
- No. 1 in terms of customer trust among banking institutions.
- No. 1 in terms of customer choice for placing deposits.
The campaign demonstrated the effectiveness of the digital approach:
- TrueView for Action led to more than twice as many app installs after watching videos compared to other formats, even with smaller budgets;
- optimizing in-app conversions through reallocation of UAC, FB CPL, and Inst CPL confirmed the correctness of the chosen strategy.
For the smile of small business
Challenge, description of the situation and goals
Insights and strategic idea
Results
In early 2021, in the face of high competition and the difficult post-COVID situation for small businesses, PUMB decided to improve its Small Business Support Program for legal entities. The main goal was to communicate with entrepreneurs in such a way that they would see PUMB as a reliable partner, feel support and understanding of their needs. It was important to create an emotional connection with the target audience, overcoming the barriers of abstract business communication.
Instead of communicating with businesses as abstract business structures, we decided to communicate with entrepreneurs as living people, for whom business is a matter of the heart. This concept led to the creation of the idea “For the smile of small business”, where a sincere human emotion — a smile — became the central theme of the campaign. The campaign emphasized simplicity, accessibility and humanity in interaction with the bank, as well as the support that PUMB provides to small businesses through innovative services and products.
To achieve this goal, we offered:
- Affordable loan solutions at 5-7-9% for legal entities in 7 days.
- Online account opening for legal entities.
- Coordination of foreign economic activity contracts for legal entities in 3 hours.
These services were presented as simple, effective, fast and focused on bringing a smile to entrepreneurs.
- +47% new clients over plan.
- 2nd place in the market by loan volume 5-7-9%.
- PUMB entered the top five for the first time in the use of banking services by small businesses.
- In the top three in the rating “Best Bank for Small and Medium Businesses”.
The campaign “For the Smile of Small Business” effectively positioned PUMB’s client as a bank that not only provides financial services, but also understands the real needs of entrepreneurs, supports them in the most difficult times and helps them achieve success.
Steel
Challenge, description of the situation and goals
Insights and strategic idea
Results
Against the backdrop of the war with Russia, economic instability, and declining confidence in commercial banks, PUMB had to retain existing customers and attract new ones. Customer deposits made before the war began to flow out in November 2022, which put the bank at risk of losing up to 5 billion hryvnas. In October 2022, the bank launched a new deposit product “Steel”, which needed rapid market promotion.
The creative campaign combined steel symbolism with Ukrainian resilience, emphasizing the reliability of the new “Steel” deposit. The campaign used the visual image of steel and associated the new deposit with the strength and reliability of this material. For a quick launch with a minimal budget, affordable PUMB video materials and simple graphics were used. The main emphasis was on digital channels, which became a priority in wartime conditions.
Despite the limited budget and difficult war conditions, the campaign exceeded all expectations. The click-through rate doubled, customer retention returned to pre-war levels (+28 points compared to the previous campaign), the number of new customers increased by 94%, and deposit volumes increased fivefold to 2.7 billion hryvnas per month. This allowed PUMB to ensure stability during wartime and improve its market position.