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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IREX «Еволюція в умовах війни. Шлях динозавра»
Video
Challenge
Insights and Strategic Idea
Results
At the beginning of 2022, “Sabrise,” one of Ukraine’s leading pest control manufacturers, faced significant challenges due to Russia’s full-scale invasion. The company severed all ties with the aggressor state, including the popular “RAPTOR” brand, which had been a market leader in mosquito repellents. The overall market experienced a decline, especially the flying insecticide category, where “RAPTOR” held a 26% market share before the invasion.
The economic downturn, population migration, and the emergence of new low-cost competitors jeopardized the brand’s survival. The primary challenge was maintaining consumer loyalty to “RAPTOR” while simultaneously creating a new brand, “IREX,” without losing market share.
In 2022, the sales of the category fell by 51%, and the active audience decreased by 20-25%. It was essential to balance preserving the popularity of “RAPTOR” while transitioning to the new brand under the conditions of economic crisis.
IREX represents the “predator of the new generation with a steel character,” combining the familiar Raptor dinosaur with new characteristics reflecting modern values such as technological advancement and environmental consciousness. The target audience comprises young individuals aged 25-45 who actively use digital technologies and prefer focusing on important tasks rather than dealing with insects.
The brand employs video ads with the slogan “Eliminate mosquitoes, not plans,” showcasing IREX decisively defeating pests. The 2023 strategy focused on digital campaigns in social media, and in 2024, communication tools were optimized for greater effectiveness.
IREX embodies determination and innovation, actively engaging the youth in combating pests while maintaining ties with the previous brand.
2023: The launch of the new IREX brand exceeded planned market share (SOM) metrics by 60%. Communication campaigns reached 87% of the target audience, indicating the brand’s successful adaptation to new conditions.
2024: IREX solidified its position as a leader with a 42% SOM, and brand awareness increased from 0% to 30%, marking a significant achievement in just two seasons.
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.
The Story of One Track
Challenge
Insights and Idea
Results
Apple aimed to emphasize the key role of the MacBook in creative processes, particularly in music production. The main challenge was to establish a connection between the MacBook and modern music, targeting a young audience interested in electronic music.
Insights:
- The KISS FM audience is actively engaged with modern technologies that help unlock creative potential.
- The personal experiences of influential musicians and the demonstration of the track creation process build trust and engage listeners.
- Promo videos and music integrations are the most effective ways to interact with the audience.
Idea:
Іn partnership with KISS FM, launch a content series called “The Story of One Track” showcasing how the MacBook helps in music creation. The project included stories from DJs Lutique and Mr. Sunny, who demonstrated the process of creating tracks using the MacBook. The campaign covered radio announcements, website publications, video content, and social media posts.
Radio Announcements on KISS FM:
- Total reach: 978k listeners.
- 6.99 million contacts with the target audience.
Digital:
- PR materials on KISS FM and BIT.ua websites reached 532k users, with 14k reading the articles.
- Promo videos garnered 4.78 million views and 47k clicks.
- Social media: 221k impressions and 10.9k story views.
The project highlighted the versatility of the MacBook as a creative tool, expanding its usage scenarios in this market, which earned audience trust and created added value for the brand.
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.