Kyivstar - Keep calm and carry on Big Data

Kyivstar Yuriy Chornenkyy - Head of MarCom Viktoriya Kirilenko - Head of Media and BTL Starcom Anastasiia Telepova - Digital Director Anna Kulinich - Integration Team Lead Publicis Groupe Daria Malikhatko - Data Science Director Performics Taras Berchak - Managing Director

Celebration of the 25th anniversary of Kyivstar was supposed to become the highlight of the 2022. But with the ongoing war, the standard business & media planning approaches were not working anymore. We have decided to launch multimedia campaign "Activate the Superpower to help Armed Forces of Ukraine". It was new tariff proposition plus donation possibility to save lives of Ukrainian defenders and literally restore the Human Connections in the de-occupied cities. We focused on the Big Data we had from all the previous campaigns to create a new relevant planning approach with econometric attribution modeling of actual user actions. As a results we have shifted TV vs Digital split from 70/30 to 35/65 to be more efficient. We also increased number of one-to-one communication as most infuential, and Display share within Digital instruments as more cost-efficient and converting into actions. Results: x2,5 Superpower "Help the Armed Forces of Ukraine" activations +20 pp Contribution to the recovery of Ukraine +4 pp Subscribers’ connection with the brand +4 pp Leadership in mobile communication market