Enhancing Social Cohesion&Resilience via Communication Campaign ENG

ENHANCING SOCIAL COHESION AND RESILIENCE VIA

CAMPAIGN

COMMUNICATION

GOAL

To test tools and approaches able to ensure the success of information campaigns aimed at supporting unifying topics and the population's resilience in the times of war

VS

Not serving Russian speaking Your Ukrainian is awesome! Let me help you make it even better

Engagement rate overachievement reached by the campaign creatives on Facebook compared to commercial benchmarks ×2 Facebook benchmark overachievement for the 'European Values' narrative ×3 20 mln people REACHED WITHIN THE CAMPAIGN THAT LASTED 5 weeks 9,8 mln 14-35 y.o. audience 900+ Videos made during 5 days of TikTok marathon they got 3 mln views

Screenshot of

a thank-you' promo story

Tik Tok

Chosen narratives merge into a meta-narrative

We are getting ready for a marathon requiring consolidation and mutual support, celebration of life and diversity. It is a story of everyone's resilience and capacities, of being a part of something bigger than us.

Gratitude

Trust

META-NARRATIVE

Responsibility

'European' values Pluralistic identity

Ecosystem of sharing gratitude narrative: #ЯкажуДЯКУЮ Reach Clicks. ER% Reactions Number of downloads Telegram stickers promo ER%, comments Number of song’s listening Number of posts with # Reach of TA, Impressions CTR%, ER% Telegram stickers #ЯкажуДЯКУЮ Промо телеграм стікерів Clicks 5 bloggers 433К subscribers Jerry Heil 13 blogger Song creation Posting of a challenge 1,5 міо 1 міо National Resilience and cohesion require complexity in the implementation of a communication campaign #ISAYTHANKYOU

Placement strategy

We've started with more emotional narratives

Cross media communication aimed at the maximal reach of the message, taking into account small communities

Maximizing the reach of the message online to different target groups, taking into account small communities

Native advertising through the launch of a flash mob by opinion leaders and support in social networks, aimed at spreading gratitude

Placing a series of creatives aimed at different age segments for the purpose of transmitting complex message

Media channels

Digital (Instagram, Facebook, web banners) Outdoor, radio

Digital (Instagram, Facebook, web banners)

Digital, bloggers (Instagram, Facebook, web banners, Telegram, Tik Tok)

Digital (Instagram, Facebook, web banners)

Trust Personal responsibility Gratitude European values Pluralistic identity Complexity x1 x1 x1 x3 x3

«Trust cements the country» «[Literally] The country buzzes, thus, the country withstands»

Motto

Trust Responsibility Gratitude 'European' values Pluralistic values

«History says thank you»

«One can't smuggle to Russia what truly matters»

«Different branches of the same country»

We've designed a specific creative concept and a set of materials for each of the narratives

Goals per narratives and the choice of channels

goal

Informational goal

Education

Social cohesion

Trust GratityResponsibility

Massive and quality reach

'European' values Pluralistic identity

channels with high-reach potential and contact frequency: Digital, outdoor, Radio

Directed targeting of various sections of the population

Engagement

Digital - social media and Google banners, Telegram, as they allow targeting and analytics

and interaction with the narrative TikTok challenge and song creation, Telegram stickers and their promotion in Telegram and social networks

% reach 18-54

% reach of various target and interest groups, % ER

% ER, content creation, spread of narrative

Media

KPIs

of people who trust

communication

22 34 42 52 66 72 87 13 40 40 38 25 24 10 0 20 40 60 80 100 120 0 1 2 3 4 5 6 Percentage

the

Strong message trust Weak message trust Source: Edelman trust barometer special report 2019: 8 markets, mobile survey, 1500 respondents channels are to be used

repeat messages and, thus, build audience's trust3+ Number of channels in which the audience has interacted with a message

of the target audience was reached

Size of the audience 1,765,863 2,517,472 5,532,592 5,841,907 5,044,578

Digital coverage is coverage shown by systems (ad cabinets).

Narrative Media 13-17 y.o. 18-24 y.o. 25-34 y.o. 35-44 y.o. 45-54 y.o.

Personal responsibility Digital 604,668 34% 879,806 35% 1,379,528 25% 2,021,749 35% 1,626,103 32% Trust Digital, outdoor, Radio 1,404,910 80% 2,496,399 99% 4,845,280 88% 4,761,120 81% 3,682,425 73%

Coverage by outdoor and radio is based on retrodata. For outdoor, we've used Doors Consulting data on the number of contacts with each of the boards from the address program. It was added up to the total number of contacts and reach for the audience. For radio, we've used data from KANTAR, i.e., the number of broadcasts and the radio stations coverage of different groups of the target audience.

Gratitude Digital 997,482 56% 1,272,116

2,373,430 43% 916,461 16% 783,344 16%

The assessment was made on the basis of data from Ukrainian State Statistic Service, since a natural age distribution is considered for such channels with a high reach of the population. That is, we cover everyone evenly according to how many people of each age there are in the country

European values Digital 484,852 27% 2,236,479

3,140,485

3,756,454 64% 3,063,196 61%

This approach works on large numbers. For this, it is not necessary to know how many young people were walking on the street in a specific period of time

According to KANTAR's external ad data, 90% of each population group answered the question "How often do you go out" " every day".

Pluralistic identity Digital 416,758 24% 2,194,061

3,231,688

3,889,836 99% 3,464,179 69%

Also, we took into account migration abroad

51%

89%

57%

87%

58%

97%

Gratitude ER Trust

ER Personal responsibility ER European values ER Pluralistic identity

F I IS F I IS F I IS F I IS F I IS Politics 13 % 9 % 3 % 14 % 7 % 2 % 7 % 7 % 2 % 15 % 12 % 4 % 12 % 6 % 2 % Volunteering 13 % 8 % 3 % 13 % 7 % 2 % 7 % 5 % 2 % 15 % 11 % 5 % 12 % 6 % 2 % No interests 11 % 8 % 3 % 11 % 8 % 3 % 10 % 6 % 2 % 12 % 11 % 4 % 12 % 6 % 2 % Benchmark 5 % 7 % 3 % 5 % 7 % 3 % 5 % 7 % 3 % 5 % 7 % 3 % 5 % 7 % 3 % Personal responsibility Trust Gratitude European values Pluralistic identity 2492 1568 5315 2228 1217 220 90 402 316 135 Total number of shares, comments, adding to Saved Total number of likes Emotion and contrast-based messages worked the best

Gratitude

values

3% 5% 3% 0% 1% 3% 4% 4% 0% 1% 5% 8% 8% 11% 5% 6% 7% 7% 10% 4% 7% 12% 11% 15% 8% 6% 8% 9% 13% 5% 8% 19% 18% 19% 13% 8% 11% 14% 18% 7% 5% 8% 7% 10% 5% 6% 6% 7% 9% 4% 14-17 18-24 25-34 35-44 45-54 Personal Responsibility Trust

European

Pluralistic identity Engagement InstagramFacebook Commercial benchmark F 5%, I 7%

Personal responsibility

Trust

Gratitude

European values

Pluralistic identity

3% 5% 3% 0% 1% 3% 4% 4% 0% 1% 5% 8% 7% 10% 5% 6% 6% 7% 9% 4% 5% 8% 8% 11% 5% 6% 7% 7% 10% 4% 7% 12% 11% 15% 8% 6% 8% 9% 13% 5% 8% 19% 18% 19% 13% 8% 11% 14% 18% 7%

Young people understand the 'European values' narrative the most, 'Pluralistic identity' and 'Personal responsibility' the least Engagement 14-17 18-24 25-34 35-44 45-54 InstagramFacebook

Within the work with complex topics of social cohesion and resilience during the active phase of the war, it is vital to build decentralized information campaigns, both in terms of tools and content. The architecture and direction of the platforms determine the content. Instagram resists political and complex social topics. Facebook is a traditionally politicized platform. TikTok started becoming politicized.

New times and conditions require room for test and error for example, don't be afraid to enter new platforms

Lesson learned

Regional targeting and types of residential location no longer play a significant part under current circumstances. Age and well adjusted interests allow tracking and getting a basis for analysis

Recognition and familiarity belong to the ingredients of success. The information noise makes people have questions about what kind of institution it us and who hosts it. People were reluctant to tag an unfamiliar organization in their posts.

Telegram is becoming an increasingly important platform for work. Combined cooperation with national and regional public channels allows reaching high coverage and winning the audience's trust

The threshold for getting attention was much higher due to a decrease in commercial advertising and the oversaturation of advertising space with prosocial campaigns.

TikTok is a must for working with young people. Considering the specifics of the platform and its audience, it is crucial to opt for emotional and "simple" messages. They will get the attention of the audience with the help of unique content (soundtrack) and through a correctly chosen entry point

Time constraints narrowed creativity and made it difficult to convey the message. Such campaigns require a longer period for preparation and creative development. Static images and 6s animations significantly limit the options of clarifying complex messages and affect their perception.

The level of influence on the content, the emphasis made in it get significantly reduced when external creative contractors are involved. This applies not only to the peculiarities of negotiations but also to the number of iterations for corrections.

High dynamics of events and uncertainty, as a constant factor of the campaign. The events in Ukraine significantly affected the campaign course and the results of communication. This is a separate task for monitoring and considering alternatives. A standard risk management system is not enough at such pace and intensity.

A dynamic and multi layered campaign needs a constantly functioning expert group, market analysts and creative people who, upon receiving data, can adapt and modify the content. It is especially vital when the campaign is based not on a single message but on the layering of different narratives and is stretched over time.

Conflict-sensitivity, as a standard for developing and delivering content, does not endure the absence of negative reactions and 'hype' attempts

Different goals can lead to different destinations You can steal a piece of art but not our heritage You can't smuggle true values to Russia

Useful tips for designing social campaigns aimed at social cohesion

Due to the information noise, it is vital to stand out by form and content (acid colors, dialogues instead of radio appeals, not working with the blatant mainstream). It is crucial to provide background contextual monitoring. It is appropriate to formulate messages of social campaigns so that they meet the current (psychological) needs and demands of the society.

Well recognized historical figures, their quotes are a great tool for conveying key messages, especially when offering a choice of characters/phrases with different target audiences in mind. At the same time, visually recognizable images that can identified with another layer of social advertising can disorient.

Stories of an actress, TV host, top-star in Ukraine with 800K+ Instagram audience – a reaction to our outdoor campaign

If external creative specialists are involved to create certain content, it is essential to ensure that their product is finalized before the campaign start. It is necessary to minimize the risks of delays due to individual creative features and processes, and the option to get exactly the product needed for the campaign

It is a viral effect as we didn't have commercial partnership with Kseniia

Kseniia Mishyna

Useful tips for designing social campaigns aimed at social cohesion

For social campaigns aiming at strengthening certain positive phenomena in the society, it is essential to have a detailed target audience and carefully select the platforms and channels for conveying messages. Consider behavioral and content perception patterns of the target audience and the selected channel / platform.

#6Outdoor social advertising works better in regions with lower "information noise", i.e. there and then, where and when there is less competition of similar content for the attention of target audiences. Therefore, it is essential to concentrate the outdoor ad efforts to place them in large cities, where it is possible to monitor the activity of categories (analyzing the general cluster of messages). There is more commercial advertising, which provides a more diverse field and, accordingly, lower competition for the consumer attention and better data to analyze.

It is vital to synchronize the work on the TA portrait with the targeting in social networks to correlate them.

It is important to consider the structural features of the digital platforms involved, the risks related to placement issues that the team cannot influence directly.

#8 When planning campaigns, pay attention to "atypical", new (for social campaigns) communication channels, such as Telegram, TikTok, etc. It is important to collect successful and unsuccessful experiences already at this stage to consider them when entering these platforms. 44% 25% 25% 4% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 18-24 25-34 35-44 45-54 55+ TikTok Audience 7,7 mln + users in Ukraine 52% Monthly app reach in Ukraine (+11%) +26% Monthly desktop version reach in Ukraine Source, Similar Web Pro 2021 (Q4), KANTAR Ukraine (2022), Gemius Audience Ukraine: 05 07` 2022 vs. 05 07` 2021. TA: 14 69 without Crimea, online users (desktop + mobile)

Telegram has become a powerful tool to influence the audience

Monthly reach of the app

Growth of active users base

Timely

Time spent in Telegram, Apr'22 vs Feb'22

Growth of interest towards Telegram since 24 Feb according to Google trends

Source: KANTAR Ukraine (April 2022), CMeter Mobile January vs April 2022, Use time in minutes, mobile users of Android

cities 50K+, n=1500, Similar Web Pro 2021 2022, t.me data: Desktop+Mobile Web; Google Trends Ukraine 2021 2022

94%

+26 min (31 min)

+43%

+56%

smartphones 16-55 y.o.,

news from telegram channels Connections with family members Chronological timeline Why Telegram became popular during the war? Legitimization of the network, the emergence of a level of trust For 69% of respondents communication with loved ones helps to maintain mood during the war Emergence of own government channels

#10

It is worth the time to create video content of various duration and think of suitable platforms for its placement

Be sure to leave a segmented approach to creatives and launch a campaign with 3 5 different messages for each narrative. Both basic and alternative ones can be immediately introduced into the campaign based on monitoring the reaction of consumers. Mind that it doesn't work for calls to action, but to support existing topics.

#11

It is imperative to work with TikTok separately when working with a youth audience, considering it a mini campaign. This approach has proven its effectiveness. In addition, it is critical to ensure the option of trend monitoring there and adapting placement to the platform features.

on Instagram

rating of bloggers' posts

800,000 1,000,000 1,200,000 1,400,000 1,600,000

It is necessary to attract bloggers with a more active audience and position resonating with the content / its direction. This allows for increasing the number of participants and the level of ER in the future. #12 19.7% 19.0% 18.1% 13.6% 12.0% 10.5% 9.4% 8.8% 6.7% 5.6% 1.7% 1.3% 0 200,000 400,000 600,000

0% 5% 10% 15% 20% 25% Arthur Logai Roksolana Chunyak Natsya Ivanyshyn Tanya Samburska Anton Skuratov Diana Gloucester Tanya Holodiuk Tanya Gubenko Mamarik Ira Putivlenko Svyatoslav Boyko Nadine Medvedchuk Subscribers ER ER

–

If you need to learn more about the campaign's social effects and influence, capacity of the platform cabinets are not enough. It is not worth saving, so invest into market analysis and monitoring.

To set up geo targeting, it is important to look not only at content, but also at delivery channels and contextual moments. For example, the Telegram channel about "European values" had a significantly better result in Kharkiv and the liberated/front-line territories.

It is possible to specially plant content that works directly with trigger topics and red lines to track reactions and assess campaign impact.

Considering the significant transformation, the continued demographic dynamics in the population of Ukraine under the influence of the full scale attack of the Russian Federation, it is not worth using geo and community based targeting for digital platforms for now.