"Tell the Truth" campaign for the Ministry of Justice of Ukraine

New Business Manager — Anastasіya Matsuga Creator — Anastasіya Podpora Art Director — Mykyta Rogovets Designer — Juliya Datsko Account Manager — Kateryna Moskalets SMM Head — Anastasіya Steblyk SMM Manager — Kseniya Holub Copywriter — Juliya Melnychuk Proofreader — Svitlana Korzun Community Manager — Anastasіya Pypypchuk Targeting and Traffic Strategies —  Stratton (https://stratton.ua/)

Tell the Truth is a platform for effective collection and processing of information about human rights violations by the russian federation. The data is collected according to standards that enable formulating charges and defending Ukraine in international instances. Anyone who has suffered from or witnessed russian aggression can report a crime. The task is to collect as much evidence as possible, namely videos, photos, and records of violations committed by the invaders on our land in order to bring russia to justice in the European Court of Human Rights. The agency's team worked with the project on the Ministry of Justice's Facebook and Instagram pages. They also prepared a cover for the saved "Tell the Truth" stories, visuals for other social media, creatives for targeting, and visuals for blogger advertising. The agency designed a full-fledged media campaign for YouTube consisting of 4 pre-rolls, each of which lasted 15 seconds. Bloggers with large audiences, including millionaire influencers, also joined the promo campaign on a voluntary basis: Nadia Dorofeeva (5.3 mln), Tania Samburska (1.4 mln subscribers), Alevtina Cherkashina (1.1 mln subscribers), and others. The main challenge on social media was that Meta algorithms blocked posts and creatives. That complicated paid promotion and prevented some ads from being seen even after re-placing them. There were also a number of problems on Google's side: due to the sensitivity of the topic, the system repeatedly blocked ads, and the video was restricted to 18+. The team also had to work in an unstable online environment and with a large flow of information. On Facebook, the engagement KPI was 4,444 interactions, but the result surpassed all expectations - 151,366 interactions, which means exceeding the plan by 34 times. The actual reach was 1,315,651, which is 1.5 times higher than the planned 789,474. As for traffic, the client's plan and the agency's task included 1,053 clicks. And that result was far exceeded: the actual figure was 30,552 clicks. From Instagram, the agency attracted 2,055 people to the site, which is 2.5 times more than the target (817). However, the total plan of 4,511 interactions was exceeded by 16.5 times with the actual figure of 75,113 interactions. The planned reach was 789,474, the actual 1,512,511. The plan was exceeded by 1.5 times. While working on the YouTube advertising campaign, the agency achieved 9,759,095 impressions to residents of Ukraine and 2,959,942 video views; in addition, 22,489 people went to the website or messenger bots. The agency managed to exceed the reach and impressions plans by 16%. Overall, the campaign resulted in 4,581 completed forms. The case was implemented in 2022