Be PUMB not DUMB

Kseniya Sikorska - Chief Marketing Officer PUMB Anastasiya Sidko - Head of SMM PUMB Daniela Korniychuk - SMM manager PUMB Oleksiy MOROZOV - Creative director - Havas Digital Kyiv Andrii Chernichenko - Senior Creator - Havas Digital Kyiv Yuliya Chernenko - Art Director - Havas Digital Kyiv Mariia Poliukhovych - Designer - Havas Digital Kyiv Yana Anisimova - Designer - Havas Digital Kyiv Andrii Chernichenko - Senior Creator - Havas Digital Kyiv Olha Cheverda - SM copywriter - Havas Digital Kyiv Olena Nekrasova - Account Director - Havas Digital Kyiv Viktoriia Skrypnyk - Senior Account Manager - Havas Digital Kyiv Olga Lazor - Senior Account Manager - Havas Digital Kyiv Denys LOHVYNENKO - Managing Partner - Havas Digital Kyiv Alice SHEIN - Head of influence & PR - Havas Digital Kyiv Rita Peshkina - Strategist - Havas Digital Kyiv 

Turning Finance into Edutainment: PUMB’s SMM Transformation In a category saturated with entertaining but superficial content, PUMB chose a different path — to use social media not for gimmicks, but for impact. As a bank navigating wartime realities, PUMB focused on building long-term trust with a younger audience through emotional connection and useful, relatable content. The core idea: transform financial literacy into engaging formats native to each platform. From TikTok rom-coms about cashback to financial horoscopes, influencer-led campaigns, memes, and interactive podcasts — we made money talk human, helpful, and scroll-stopping. Instead of treating SMM as an advertising channel, we treated it as a media ecosystem. Each platform had its own tone, formats, and community logic — and we played by its rules. The result: we turned finance into daily entertainment, reached 45M impressions, became a top-3 source of brand information, and surpassed the engagement benchmark by 66%. A content strategy that didn’t just follow the conversation — it created one.