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. In response, we initiated a cross-platform media 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 leveraged the extensive Big Data from our past campaigns to create a cross-platform planning approach, using econometric attribution modeling of actual user actions. Our focus was on optimizing the customer journey across multiple screens — from TV to Digital platforms. As a result, we strategically shifted the TV vs Digital split from 70/30 to a more balanced 35/65, enhancing cross-platform efficiency. This cross-platform approach allowed us to increase the number of one-to-one communications on subscribers smartphones, identified as the most influential method of interaction. We also expanded our Display share within Digital split, as it proved to be a more cost-efficient tool with higher conversion rates, seamlessly integrating our message across various mediums. 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