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 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. Our smart approach based on the utilization of extensive Big Data from past campaigns. This data was used to formulate a new, relevant planning strategy built on econometric attribution modeling of actual user actions. The modeling and innovative strategic approach led to a shift in the TV vs Digital split from 70/30 to 35/65, enhancing overall efficiency. We also amplified the number of one-to-one communications, as they were the most influential, and boosted the Display share within Digital tools for their cost-efficiency and higher conversion rates. 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