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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Ketchup is no longer a Dessert
Video
Challenge
Insights and Idea
Results
Products with high levels of added sugar traditionally dominated the ketchup market. Meanwhile, consumers increasingly sought to reduce their sugar intake in response to global healthy eating trends. Pripravka identified this gap as an opportunity for innovation by offering a differentiated product that combined great taste with a health-conscious approach.
Objectives
- Establish a niche in the ketchup market by creating a new category: “Reduced-Sugar Ketchups.”
- Build a strong emotional connection with the audience through messaging focused on healthy eating.
- Increase brand awareness and attract new customers.
Pripravka responded to this demand by researching consumer needs. Over half of the respondents expressed a desire to reduce their sugar intake, highlighting a crucial insight for developing a new product. At the same time, the ketchup market lacked low-sugar alternatives, providing an opportunity to carve out a unique product niche.
Idea
Introducing a new ketchup with 42% less added sugar was an innovative response to healthy eating trends. Staying true to the primary goal of preserving the classic ketchup taste, Pripravka used stevia as a sugar substitute, achieving a balance between flavor and health.
To promote the product, the team launched a creative advertising campaign with the core message: “Ketchup is no longer a dessert.” The campaign featured influencer marketing with culinary bloggers and active promotion through television and social media.
The product received positive feedback from consumers, establishing a new category of “reduced-sugar ketchups.” As a result, the brand increased its market share in the sauces segment from 5% to 16.6% in gross profit. Additionally:
- Brand awareness rose to 23%.
- 59% of consumers expressed an intention to purchase the product soon.
Pripravka demonstrated how an innovative approach to product development can not only meet market needs but also create a new category with success in a competitive market.
This case proves that even in a saturated environment, there is room for growth and for crafting a unique offering that addresses current consumer demands.
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.
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.
Pripravka: Cooking in Sauce
Video
Challenge, Context, and Goals
Insights and Strategic Idea
Results
The Ukrainian sauce market had not seen a product that combined the functions of a marinade and a base for cooking meals. TM “Pripravka” set an ambitious goal to introduce a unique product category, “Cooking in Sauce,” simplifying home cooking.
Key Challenges:
- Novelty of the format: Consumers were accustomed to using sauces only as toppings, so there was a need to explain how to use the product.
- Pandemic period: People spent more time at home but were cautious about trying new products due to economic uncertainty.
- Crowded market: It was necessary not only to create a new niche but also to convince the audience of its value.
Goals:
- Educate consumers on how to use the product with clear and practical content.
- Increase brand penetration in the culinary solutions segment.
- Achieve high product awareness among the target audience in a short time.
- Stimulate product trials through interactive formats.
Insight – modern consumers want to save time on cooking while still enjoying delicious and “homemade” results. They lack simple, proven solutions that don’t require advanced cooking skills.
Strategic Idea – develop a campaign to position the new product as a culinary assistant:
- Focus on practicality: Showcase how to easily use sauces for cooking through video recipes, master classes, and tips.
- Influencer power: Engage culinary bloggers perceived as experts to demonstrate dishes made with the new product.
- Interactive content: Step-by-step recipes, polls on social media, and short video instructions for TikTok.
- Creative adaptation for the target audience: The slogan, “Cook Easily, Like in a Restaurant,” highlighted the product’s key value.
Communication Channels:
- YouTube: Videos featuring influencers.
- Instagram and TikTok: Short video recipes and interactive stories.
- Contextual advertising: Targeting the culinary audience.
- Retail activations: Promotional offers and in-store tastings.
- Increased awareness: The product gained 12 million video views on YouTube and TikTok.
- Content engagement: 850,000 likes, comments, and shares on social media.
- Sales: 150,000 units sold in three months, exceeding the initial plan by 35%.
- Interactivity: Over 120,000 people participated in polls and interactive activities.
- Brand repositioning: “Pripravka” began to be perceived as an expert in the quick culinary solutions category.
Johnnie Walker New Year 2023
Challenge
Insights and Idea
Results
The campaign aimed to remind Ukrainians about the world’s best-selling whiskey during the traditional holiday season, as well as to boost sales of Johnnie Walker products across online and offline channels. The primary objective was to achieve maximum visibility among the target audience using premium platforms and effective communication formats.
Insights:
- During the holiday season, the Ukrainian audience pays more attention to premium content and ads that evoke a festive atmosphere.
- High engagement is observed on platforms supporting video formats and Smart TV.
- Programmatic Display & Video 360 allows for maximum message relevance and high Brand Suitability metrics.
Idea:
The campaign included extensive ad placements on top platforms featuring premium content, using various formats:
- Social media
- YouTube
- Programmatic Display & Video 360
- Smart TV
The focus was on high-quality placements and optimizing engagement with the target audience.
Reach: The campaign reached 89% of the target audience, exceeding the planned figure by 10%, with a total reach of 3.2 million users.
Ad Contacts – 35.8 million Views:
- 15.8 million (+40% compared to previous campaigns)
- Clicks 64k (+35%)
Effectiveness: The average VTR of the campaign was 76%.
Campaign quality was validated by DoubleVerify:
Brand Suitability: 99%
Authentic Impression: 89%
The campaign during the key New Year season captured consumers’ attention, significantly increased brand awareness, boosted sales, and strengthened Johnnie Walker’s image as a premium choice.
Safety Amid Crisis
Challenge
Insights and Implementation
Results
In the context of the war in Ukraine, security has become a key concern for citizens. Among the primary risks are personal data protection, as many people face the threat of information loss due to mass migration, cyberattacks, and fraudulent activities. At the same time, users have become more aware of the importance of securing their devices, though they have a low level of awareness regarding protection features, such as those available on iPhones. The main challenge was conveying the advantages of privacy and digital security, tailored to the crisis context.
Insights:
- Users trust personal recommendations from bloggers and media more than traditional advertising.
- The topics of Apple Pay/Wallet security generated the most audience interest, as evidenced by the high number of clicks on these materials.
- The wartime context in Ukraine shifts the focus of the audience, making it crucial to adapt content to align with users’ current interests.
Understanding the challenges of digital security in the context of war became the foundation for creating a comprehensive communication campaign. Its key elements included:
- Influencer Collaboration: Well-known bloggers and thought leaders shared their experiences using iPhone security features, offering advice on data protection and discussing the benefits of Apple Pay/Wallet.
- PR Activities: Thematic articles on data protection and digital hygiene were published on popular Ukrainian platforms, such as 24tv.ua, Liga.net, and BIT.ua. These materials focused on current threats and provided practical tips.
- Online Advertising: Targeted promotional campaigns were employed to attract a wide audience.
- Content Adaptation to Wartime Context: The campaign considered the current interests of Ukrainians, such as protecting financial transactions and secure data exchange.
- Operating Under Restrictions: The campaign took into account frequent power outages and limited internet access, emphasizing organic content.
The campaign achieved significant reach and audience engagement by combining educational objectives with an effective communication strategy:
- Social Media: Total reach exceeded 3.39 million people, with 1.2 million story views from influencers.
- PR Materials: 15 million impressions from media articles, over 88,000 reads.
- Online Advertising: 42,000 clicks from social media, CTR – 0.35%.
The campaign not only increased awareness of digital security among Ukrainians but also built trust in the iPhone as a reliable tool for data protection. Influencers acted as an organic bridge between the brand and the audience, showcasing real experiences with the security features.
This case demonstrated how the combination of educational and communication tools can effectively address current challenges, even in crisis conditions. The campaign created a strong emotional connection between the brand and the audience, ensuring not only recognition but also a real impact on user behavior. Thanks to the comprehensive approach, the campaign achieved sustainable success and laid the foundation for future initiatives.
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.
Mortadelky – Meat Batteries
Video
Challenge
Insights and Strategic Idea
Results
The meat products market is highly competitive, both among brands and in capturing consumer attention. For TM “Globino,” it was crucial not only to maintain an already high level of brand recognition but also to strengthen trust in the brand. The main task was to find a way to stand out in the market and effectively launch a new product – “Mortadelky” sausages.
The core insight of the campaign: in today’s fast-paced world, people often eat on the go and need quick, nutritious, yet tasty solutions.
The idea was to position “Mortadelky” as “meat batteries” that provide “meat-power” – energy to combat fatigue and routine.
In creative video ads, characters from different walks of life – office workers and construction workers – experience an energy boost when enjoying the sausages, while their colleagues without them “run out of power.” The videos successfully combined humor with everyday situations, making the message clear and appealing to the target audience.
Implementation:
Creative Concept: “Mortadelky” sausages are not just food but “meat batteries” that recharge energy.
Production: Two video ads were developed with the professional team from Starlight Brand Content.
Media Strategy: A synergy of TV and digital channels ensured maximum reach. The campaign began on STB, Novy, and ICTV TV channels and was later supplemented by digital activities.
TV Campaign: Over 80% of the target audience reached (frequency 1+), with 130 million contacts.
Digital Campaign: 13.5 million contacts and approximately 6 million 100% video views.
Overall Reach: More than 88% of the target audience.
Sales: Sales of “Mortadelky” sausages almost doubled compared to the same period in 2018.
The effective collaboration of the client, partners, and teams from NCG Nostra Media, NCG DIEVO, and Starlight Brand Content transformed an ordinary product into a unique offering for consumers. Thanks to successful communication, this product not only stood out in the market but also confidently entered consumer shopping baskets.
Vaccine
Video
Challenge
Insights and Idea
Results
Bayadera Group decided to launch a new vodka brand with the provocative name “Vaccine.” Amidst the information noise surrounding vaccination, it was important to avoid false associations with pharmacology or COVID-19, while maintaining the focus on the product’s festive atmosphere. The main goal was to make the brand recognizable, achieve significant reach among the target audience, and ensure high-quality engagement with users.
A special challenge of the campaign was complying with advertising content moderation rules on platforms like Google and YouTube. This required a delicate approach to message formulation and visual content creation. Additionally, the product was released in two versions—”Vaccine No.1″ and “Vaccine No.2″—and the campaign needed to be clear and appealing to consumers with diverse preferences.
The key insight of the campaign was the understanding of the heightened interest in news-related topics and the need for a light, humorous approach to serious matters.
To draw attention to the product, a concept of humorous presentation was chosen, resembling a news format. This allowed for a positive emotional delivery while avoiding controversial associations. Within this concept, the team developed the slogan “Toasting has begun,” which struck the perfect balance between the provocative brand name and its festive atmosphere.
The media strategy included combining various digital formats for maximum effectiveness. Specifically, the campaign was executed through YouTube Pre-roll, Programmatic DV360, social media on Facebook and Instagram, and an unconventional advertising format—Floor Ad. This approach not only optimized costs but also generated high audience engagement.
The campaign lasted just over a month but exceeded all expectations.
Sales: The annual target was surpassed by 350%.
Reach: The product was viewed 37.1 million times, 36% higher than planned.
Video Views: Increased by 51% over the planned figures.
Clicks: Achieved 229,110 clicks, 154% higher than the planned figures.
Brand Lift: After the campaign launch, product awareness grew from 2.25% to 7.26%, and the number of potential buyers increased by 6 points (to 9.41%).
High performance was recorded on platforms such as YouTube and Facebook, where click-through rates and views significantly exceeded expectations. Notably, the Floor Ad format delivered record results—with clicks surpassing the plan by 627% due to a high CTR.
Conditions for Success: A carefully selected creative solution—mockumentary, a delicate humorous approach, and effective work with advertising tools and legal aspects for a sensitive category.