PR cases 2014 B2C market

1
Cases
examples of
implemented
PR-projects
( for В2С companies)

Content
 Case №1. Media Tour in Ukrainian regions for INGO Ukraine and opening the INGO
clinics
 Case №2 Originals against generic
 Case 3. PR-moving TM "Monarch" and a network of shops "Monarch“
 Case 7. PR-moving ТМ ColorWay (consumable materials, 2007-2010)
 Case 8. Promotion of TM Iren Bukur via Internet (December 2009-September 2010)
 Case 9. «Goodbye, carburetor, hello, Euro-2»
 Case 10. The press conference for the international project "Battle of the Nations“
 Case №11. Press-tour- Information PR-support of company’s social activity
 Case 12: Launch of a new product group TM «ColorWay»(April-May 2011)
 Case №13: Lighting the Dr. Bubnovsky arrival in Ukraine
 Case №14: Press-conference for «Eldorado» and
and «Alfa-Bank» companies: presentation of join product
«Profitable card with credit»
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Content
 Case 16
Campaign for launching URSA GEO in Ukraine 2012.
 Case №17: Project for the Ukrainian bloggers-thousanders: testing classes in Kyiv
Center of Dr. Bubnovsky
 Case 18 Press-Tour to the plant of the «MIROPLAST» company (city of
Dnepropetrovsk)
 Case №21: Contest for journalists- effective instrument to upturn relevant media
loyalty
 Case № 22: PR-moving of «Nebesna Krynitsa»
Company in market H.O.D. sector B2B
 Case №23:Integrated PR-program on
the retail market: «ECO market» supermarket chain
 Case №24: Integrated advertising and PR-moving
campaign for TM DAIKIN in Ukraine (2012)
 Case№ 25 Velika Kishenya 2013
 Case №26 Lenovo 2013.
 Case № 28: PR-organization of SKODA car-salon opening, new automobile model
SKODA FABIA presentation
 Case № 29: PR-support of the introduction of plastic diplomas in Ukraine
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Content
 PR-case № 31:Organization 100 anniversary of the 3M in the
world(Ukraine,President-Hotel)
 Case № 34: KNAUF Ukraine - pages in social media (Facebook, Twitter) -
implementation and development
 Case № 35: PR-support of AVON actions
in social sphere
 Case №36: Promotion in PR-moving of the new cooling lollipops "NORD" and fruit
lollipops "VIT" (production ROSHEN) on the Hreschatik, during «Kiev Day»
celebration.
 Case № 37:Organization of the plant opening in "turnkey“ way
 Case № 38: Marketing campaign on promotion of sanitary pads Angels (factory
U.P.P.) in maternity hospitals
 Case№40: PR-moving DKT corporation, TOSHIBA brand, NOTEBOOKS category
 Case №42: The opening of the turnkey shop
 Case № 43: Marketing campaign to stimulate sales of diapers LUXUS Moomin Thin
 Case №44: PR of sanitaryware company
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Case№1: PR for insurance company
1.1. Media-tour in the Ukrainian regions
1.2. Opening of the medical center
 Client: SIC «INGO Ukraine», 2007, 2014
 Project: Media-tour in Ukrainian regions, 2007
 Goals and tasks:
 To increase information level of insurance
company's services among consumers
 To form regional media loyalty to insurance
company
 To support local branches activity
 Solutions:
 Events organization and realization for regional
media in 7 essential Ukrainian regions
 Media-support in regional press

Media-tour SIC «INGO Ukraine»

Media-tour in Ukrainian regions
Results:
 Following the results of event 93 editorial
publications and reports came out in
regional media(press, radio, Internet, TV).
 More than 80 representatives of regional
media (urban, business, and popular press,
TV, Internet) took part in the event.

Opening of the medical center «INGO», 2014
 Ceremonial opening of first in Ukraine medical
center «INGO» was held at 21 January,2014 in
Kiev.
 After press-breakfast, where the
representatives of front office and shareholders
were speaking with leading media journalists,
the ceremonial opening of medical center
«INGO» and tour of the center took place.

 Following the results of events 30 editorial
publications and reports came out in
media(press, radio, Internet, TV).
 More than 25 representatives of media
(urban, business, and popular press,
Internet) took part in the events.
Results:

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Case №2
Originals against generic
 Client:Representative office of Boehringer Ingelheim,
2004-2005,
 Project: A series of events for media on PR-moving of
prescription and OTC drugs of the original production
 Aims and objectives:
 To increase consumer awareness about the benefits of original
drugs compared with generics
 To form national media loyalty to the German manufacturer and
its products
 Solution:
 Organization and carrying out a series of activities for the
national media with the involvement of independent experts
 Creating a brochure that is focused on young audience (TM
Lazolvan)
 Media support in the regional press and on TV

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Round table on a problem
 Round table "Respiratory diseases: the situation in Ukraine, problems,
forecasts“
 Partner: Institute of Phthisiology and Pulmonology of F. Yanovsky
 Participants:
 Doctors - leading experts on the issue
 Officials (representative of the Ministry of Health of Ukraine)
 Manufacturers of medical products (client’s representative)
 Experts (head of the research company)

12
World COPD Day in Ukraine
 Press briefing on the World Day Against
COPD (chronic obstructive pulmonary
disease).
 Partner: Ukrainian Association of
Tuberculosis and Pulmonology specialists.

13
Briefing on medications for children
issue
 Press Briefing "Requirements for
Medicinal Products for children.“
 Participants of the event:
 Doctors- specialists on the
problem (in particular, leading
experts KMAPE and the Institute
of Pediatrics, Obstetrics and
Gynecology, Academy of Medical
Sciences of Ukraine)
 Independent experts -
representatives of non-
governmental organizations
(Union of Consumer Protection,
Public Organization "Gromadsky
control").

14
Round table "What consumers need to know?"
 Round table "Medications: What consumer needs to
know?“
 Partner: Independent Consumer Expertise Center.
 Participants of the event:
 The independent expert (Center "Test")
 Manufacturer (customer representative)
 The representative of the retail network (head of the
pharmacy)

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Originals against generic
 Results:
 In all the event was attended by over 80 representatives of the
national media (press, radio, TV, news agencies) who received
interesting information on the problem and got acquainted with
the main trends and terms in the pharmaceutical market.
 Post coverage of more than 100 editorial publications and reports.
 Specially designed booklet for children "Veselі kanіkuli" of printed
circulations 150,000 copies was spread in places with the target
audience (Circus, Zoo).
 Other project:
 Media support in regional media - writing and placement of 24
notes in the regional press (all regions of Ukraine).
 Media support on TV - 7 reports on leading TV channels.

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Case 3. PR-moving TM "Monarch" and a
network of shops "Monarch"
 Client: JV "Palmira-Ruta" (TM "Monarch», Brooks),
2006-2007.
 Project: Integrated PR-moving, with the aim of strengthening the positive
image of TM: media events, PR-projects, communication with the media.
 Strengthen the positive image of TM "Monarch", to establish a system work
with the media and other forms of public
 To form a pool of loyal journalists to establish a system work with the media
 Solutions:
 Carrying out two large-scale presentations of new footwear collections (spring-
summer and autumn-winter)
 Organization and carrying out activities for national media
 Tendering for journalists
 Regular communication with the media

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Presentation of the new shoe collection,
autumn-winter

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Events for media
Carried out regular informing the media about
company news, updates, fashion trends and other
news - by distributing press releases, delivery of
thematic collections of materials and organization
of events for the media

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Promotion of TM "Monarch"
 Results:
 Key messages (strategic and tactical)
communicated to the target audience
 Established contacts with the target media
(business, entertainment, mass media,
publication about fashion, etc.)
 Formed a pool of loyal journalists (over 30
people).

Case 7. PR-moving ТМ ColorWay (consumable
materials, 2007-2010)
 Launching of the new brand,
entering the TOP5 consumable
products market
 Formation of the brand
awareness
 Formation of the company's
top-manager reputation as the
market expert.
 Forming dealers loyalty,
expanding dealers network.

The proposed solution
 During the annual complex program was used a wide range of
tools, combined in a balanced and intense communication
program.
 Key elements:
 Articles in the regional and specialized press,
 Press-releases,
 press conferences and round tables,
 corporate events (seminars, dealer conference)
 participation in exhibitions,
 campaign for customers and partners,
 calling on independent testing of products among consumers and
professional users,
 advertising campaign on the Internet (contextual advertising,
banners, posting news)
 photosessions
 Strategic documents are developed annually - PR-moving
concept, a comprehensive media plan, a number of ideas,
information model and subject articles Regularly carried out
consulting.

The project implementation
1. Informing the target audiences about the new TM ColorWay, justification for the
selection of compatible consumables, compared with the original.
2. Increasing knowledge of TM. Promotion of "Rubin" and TM ColorWay as a
professional and reliable partner with whom you can evolve and earn.
3. Formation a pool of loyal journalists and interest to the market of consumables, as a
separate, important segments of IT.
4. Fastening the company in the top three market leaders. Formation of loyalty and
further development of the affiliate network. Promotion of TM for narrow target
audiences.

Obtained results
 The company is the informational leader in the industry. Total number
of editorial publications for 2009 was more than 1,130.
 Sales volume ColorWay (mln. USD.) Increased by 120% in 2009
compared to 2008, despite a general decline in the market of IT, due to
the crisis.
 Formed dealers loyalty, a work to deepen this process (dealer conference
and other projects). The dealers network is growing by an average
of 50% annually.
 During 4 years of cooperation TM ColorWay from the new, unknown brand
has grown to one of the leaders of the Ukrainian market of consumables
(TOP5). Products and the company have received awareness, become
attractive to customers and partners, have a good reputation.
 The head of the company is one of the most authoritative experts of the
market, assists with the comments and ratings in sectoral media reviews.

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Case 8. Promotion of TM Iren Bukur via Internet
(December 2009-September 2010)
 Informing about the entering a new Ukrainian TM of premium cosmetics into
the market
 Promotion the first person of the company, the founder of TM
 Filling the Internet space with information about production
 Formation the image of TM as a natural, "living" cosmetics of domestic
production
 Solution:
 Promotion in the Internet through social networks, forums, blogs, comments,
and other forms
 Making the independent testing of products
 Organization and holding on a round table for the media with the assistance of
independent experts

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PR in the Internet
Work directions:
 Preparation / publication of news
and press releases on specialized
information Internet portals
 Work in social networks: creating
groups inviting friends, filling with
news
 Competition for the best recipe for
self-care in vkontakte
 Creating and maintaining a
corporate blog, and blogs about
natural cosmetics with an
explanation of various aspects of
products use
 Discussion on women forums about
beauty and health

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Round table on the topic «Ukrainian
phenomenon: «luxury» class of live
cosmetics»
Participants:
 Representative of the client (President of the Medical
Technology Center named after L.Moskalenko)
 Representative of the raw material manufacturer (medicinal
herbs)
 Representative of the Independent consumer expertise Center
 Practicing dermatologist
 Stylist

The first anniversary of
TM IREN BUKUR

Results:
 Saturation of informational field with
information on TM: qualitative and
quantitative (more than 200 publications)
 On request «Iren Bukur» in Google - more
than 20 pages, on-demand "living
cosmetics" - TM occurs on page 1-2
 Increasing awareness among TM
consumers
 Increased interest in the media to the
problem of the production of natural
cosmetics in Ukraine (dozens of
publications on the round table results of)
 Formation of an image of TM as a market
leader in the domestic cosmetics class
"luxury"
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Case 9. «Goodbye, carburetor, hello, Euro-2»
 Informational campaign on problem of the
introduction of Euro-2 environmental
standards in the Ukraine (in furtherance of
the VAZ / LADA)
 To inform consumers about the
consequences of the introduction of Euro-
2 environmental standards
 To stimulate sales of cars with carbureted
engine on the "old price".

Features of information
campaign
 Unbiased materials in
specialized and popular press,
wide dissemination of
information on the issue in the
media.
 Series of articles and essays on
various aspects of the
introduction of Euro 2
(consumption, price aspect,
technical features, operation,
etc.)
 The involvement of automobile
market experts, the
organization of interviews with
experts.
 In relation to alert interdict of
first auto with carburetor
engine, campaign was carried
on a tight schedule.

Results:
 Guaranteed consumer
awareness in short terms
(during 2 weeks 3 analytical
articles were published in
professional journals and 16
articles in the popular press,
including regional).
 More than 30 editorial
publications came out in the
media on the basis of the
press release distribution
 Informational campaign
actively contributed to the
establishment of excessive
demand on the model VAZ
with carbureted engine.

Case 10. The press conference for the international
project "Battle of the Nations"
 Client: "Battle of the Nations» (Battle of the Nations®) - international project,
under which are held most significant events in the world of historical medieval
battles (HMB), in particular, large-scale and spectacular historical festivals.
 Date and place of the event: December 10, 2010, the news agency "Ukrainian
News". Press conference was held in the framework of the II International
Summit of project participants "Battle of the Nations.“
 Aim of the event: to inform the media about the purpose and main activities of
the project "Battle of the Nations", about the upcoming festival HMB, which was
planned for May 2011.
 Participants of the event: the captains and representatives of national teams
participating countries: Ukraine, Russia, Poland, Lithuania, Belarus, France,
USA, Italy and Canada.
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Press conference for the international project
"Battle of the Nations"

The results of the event
 Press conference was attended by about 30 representatives of the national media (TV,
radio, Ukrainian and foreign press, inform agencies, Internet portals and etc.). They got
the needed information about the project "Battle of the Nations" and the historical
medieval battle from Ukrainian and foreign speakers, and also witnessed a master
class in HMB and demonstration of original reconstructions of medieval weapons and
armor used in festivals HMB.
 Post coverage 97 editorial publications, reports, stories on TV and radio.
 TV story of "24 channel" on the results of the press conference received wide publicity,
and quickly spread to information portals on the Internet.
 Information delivered at the press conference, became the property of the general
public because was published on media of various directions: general-popular, youth,
entertainment, social, political, etc.
 Thanks to the professionalism and the activity
of the agency, wide announcing, including in
the social networks, the event was organized
in a short time has passed at a high level and
caused a good response in the media.
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 The purpose of the project:
 to inform the media and general public about the importance of timely
prevention of influenza and SARS complications, as well as their treatment;
demonstration of the company's social responsibility.
 Client: Representative office of pharmaceutical company "TEVA" in Ukraine.
 The proposed solution:
 A series of round tables, with the participation of experts and officials, the
transfer of charitable aid to orphanages.
 Date and venue:
 October-December 2010, 6 cities of Ukraine - Kiev, Donetsk, Lviv,
Dnipropetrovsk, Kharkiv, Simferopol.
 Participants of the events:
 officials - representatives of the
Ministry of Health, provincial and city
health management organizations,
well-known experts – doctors
pediatricians, representatives of
regional charities, media
representatives. 36
Case №11. Press-tour- Information PR-support of
company’s social activity

The transfer of charitable aid (the original high-performance broad-spectrum
antibiotic) to orphanages
38

Achieved results during the project :
 Attracting media interest in the issue of influenza and acute respiratory
viral infections prevention, especially in children's collective, as well as
treatment of complications after these diseases. Promoting healthy
prevention methods, suitable for even the youngest.
 Well chosen format - round table - allowed reporters to get answers to
the most pressing issues, which greatly increased the informativeness
of released publications.
 The transfer of charitable assistance was organized and carried out to
Kiev, Donetsk, Dnipropetrovsk, Kharkiv, L’viv, Kherson, Cherkasky
district and Crimea orphanages.
 Generated more than 500 publications in leading media in Kiev and
regions, the video footages on roundtables materials, interviews,
commentaries, outputs the printed daily and specialized press.
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Social Project was accompanied
announces and informational press
releases and notes, which were
published in the press and on the
Internet.

Case 12: Launch of a new product group TM
«ColorWay»(April-May 2011)
Aims and Objectives:
 Bring to market a new
product group - cleaners
TM «ColorWay»
 To enter into practice new
generic word / concept to
product group - "chistilki“
 To form the basis for the
development of contact
with the target audience of
TM

 Advertising campaign in 3 major radio stations in Ukraine - Russian Radio, Kiss FM
and Rocks in the form of short (5 seconds) phrases with high intensity output
(every 30 minutes). The original phrases drew attention of listeners to the various
situations in which you need to use «chistilki» ColorWay, as well as to the brand
itself. Over 4 weeks were withdrawn on the air 16 various audio clips from
"negative" and "positive" meaning, which alternated.
Examples of audio clips (to listen to - select the text hyperlink, right-click - and
click "open hyperlink)
Creation and development sites in social networks (Vkontakte, Facebook, Twitter)
Creating and filling the blog
Writing and distributing articles about the product (purpose, benefits, and typical
situations of use)
Carrying photo and video sessions with examples of the use of products and
advices to consumers.
Examples of video (to see - select the text hyperlink, right click, and then - "open
the hyperlink")
For the widest dissemination of information on «chistilki» and achieving a
high level of knowledge about TM and commodity group was used the
following tools:

Obtained results
 In just 4 weeks of intensive campaign was achieved :
 The appearance of information about the product group in TOP10 Google
(by request "chistilki")
 Wide coverage of the target audience, introduction with the new product
group (Total Reach - 888,90 thousand people)
 Getting 280 friends in social networks
 Getting 113 publications on the Internet
 Thus, in a short time and with a small budget was successfully
implemented launch of the new product group - cleaners of TM
ColorWay.
 At the same time, were used original methods, new media, as well as
the efficient synthesis of 2 informational channels - radio and the
Internet. It was also been launched into practice a new word for a
generic product group - "chistilki."

Case №13: Lighting the Dr. Bubnovsky arrival in
Ukraine
 Client: Medical Center of Dr. Bubnovsky in Ukraine
 The object of promotion: Bubnovsky Medical Center in Ukraine
and movement method of treatment (kinesitherapy) in general
 Location: Kiev
 Period: March 2012
 To attract public and media attention to the problems of disease of the
musculoskeletal system and effective methods of treatment
 To inform about the the first visit in Ukraine the world famous
professor, Doctor of Medicine S. Bubnovsky
 To enlarge audience of seminars, conducted for patients
43

 Organization and conducting press-briefing for national
media directly to the medical center, which was personally
involved with S.Bubnovsky
 Conducting an online broadcasting of the Kiev Seminar at the
website www.segodnya.ua and www.publicity.kiev.ua
 Carrying out photography and video shootings, creating on their
basis content for the articles, social networks and for the site of
the Centre
 News placement on the leading news sites
44

The obtained results
 The press briefing was attended by 23 media (including 4 TV channels), which
could literally feel on their own experience the basic methods of Dr.Bubnovsky
 Following the results of the event were published in more than 85
publications, including stories on TV channels ICTV, Era, articles in such
editions as "family doctor", "Your Health" and others
 On the day of seminar were made 53330 video showing with online
broadcast. Continuously have been watched 396 unique IP with the presence
in seminar hall an audience of 100 people. Also during the video presence on
www.segodnya.ua this month were received 6056 views
 For a week of the video channel existence of Dr. Bubnovsky Center, witch was
established under the project , were received 2861 views of 9 video stories
at the end of the press briefing and seminar 45

Case: Press-conference for «Eldorado» and
 Clients: «Eldorado» Company – the biggest representative of retail market in household
appliances and electronics sector.
 Alfa-Bank(Ukraine)–multifunctional commercial bank, that is a member of international
consortium «Alfa group». Bank occupy a leading positions in all segments on Ukrainian banking
market..
 Time and place of the event: July 4 2011 in news agency UNIAN
 The aim of the event: informing the media about the first results of the operation on the Ukrainian
market of co-branded cards Visa, working on credit scheme - a joint product of "Alfa-Bank" and the
company "Eldorado", called "Profitable card with credit"
 Participants of the event: director consumers finance block "Alfa-Bank" Marina Dutlov, director
of private persone products "Alfa-Bank" Catherine Vinnytsia, marketing director of "Eldorado"
Anton Wasilewski and head of Visa in Ukraine Svetlana Georbelidze 46

Press-conference for «Eldorado»and «Alfa-Bank» companies:
presentation of joint product «Profitable card with credit»
47

Results of the press-conference for companies
«Eldorado» and «Alfa-Bank»
 Approximately 30 representatives of central media( TV,radio, Ukrainian and foreign
press, news agencies, internet portals etc) attended the press-conference. Journalists
collect targeted information about the first results of the co-branded card functioning -
a joint product of "Alfa-Bank" and the company "Eldorado", and also about the unique
features of the card.
 Post coverage of 110 editorial publications, reports, stories on TV and radio.
 Information made at the press conference, became the property of the public at large,
as was published by the media of different areas: business, financial, general, popular,
social and political;
 Bloggers-thousanders attended the press-conference, and left interesting feedbacks in
their blogs about events and presented product «Profitable card with credit»
 The event was organized in a short time,
though - thanks to the professional work
of Publicity Creating - attracted
considerable interest from the media and
a large number of original publications,
positively valued by clients.
48

Case: Press-conference for «Eldorado» and
 Clients: «Eldorado» Company – the biggest representative of retail market in household
appliances and electronics sector.
 Alfa-Bank(Ukraine)–multifunctional commercial bank, that is a member of international
consortium «Alfa group». Bank occupy a leading positions in all segments on Ukrainian banking
market..
 Time and place of the event: July 4 2011 in news agency UNIAN
 The aim of the event: informing the media about the first results of the operation on the Ukrainian
market of co-branded cards Visa, working on credit scheme - a joint product of "Alfa-Bank" and the
company "Eldorado", called "Profitable card with credit"
 Participants of the event: director consumers finance block "Alfa-Bank" Marina Dutlov, director
of private persone products "Alfa-Bank" Catherine Vinnytsia, marketing director of "Eldorado"
Anton Wasilewski and head of Visa in Ukraine Svetlana Georbelidze 49

Press-conference for «Eldorado»and «Alfa-Bank» companies:
presentation of joint product «Profitable card with credit»
50

Results of the press-conference for companies
«Eldorado» and «Alfa-Bank»
 Approximately 30 representatives of central media( TV,radio, Ukrainian and foreign
press, news agencies, internet portals etc) attended the press-conference. Journalists
collect targeted information about the first results of the co-branded card functioning -
a joint product of "Alfa-Bank" and the company "Eldorado", and also about the unique
features of the card.
 Post coverage of 110 editorial publications, reports, stories on TV and radio.
 Information made at the press conference, became the property of the public at large,
as was published by the media of different areas: business, financial, general, popular,
social and political;
 Bloggers-thousanders attended the press-conference, and left interesting feedbacks in
their blogs about events and presented product «Profitable card with credit»
 The event was organized in a short time,
though - thanks to the professional work
of Publicity Creating - attracted
considerable interest from the media and
a large number of original publications,
positively valued by clients.
51

Case 16
Campaign for launching URSA GEO in Ukraine 2012.
 Client: Enterprise with foreign investment “URSA” a subsidiary of the Spanish group URALITA. The
main products made by the company - high-quality heat and sound insulating materials
 The object of promotion: New line of environmentally friendly materials URSA GEO
 Aim: Announcing and PR- support entry into Ukrainian market with new product line of heat
and sound insulating materials URSA GEO.
 Special aspects of activity:
 Announcing URSA GEO was conducted with the help of number of articles and news, that were
published in specialized building media and also with the banner advertisement on a popular
building portals in Ukraine.
 The key point was the public relations activities at the exhibition InterBudExpo 2012:
• Press-briefing, with the attending of top-management of Russian and Ukrainian offices, that was
devoted to the derivation to the Ukrainian market range of materials for "green building» URSA
GEO;
• a series of video interviews with representatives of URSA, dedicated to entering the line URSA
GEO on the market;
• Large-scale representation of URSA GEO exhibition in partnership with the key ID building
sphere: ACC-media, Edipresse Ukraine , Murator Ukraine.
52

Campaign for launching URSA GEO in Ukraine at I quarter of
2012: announcing of URSA new product line
53

Campaign for launching URSA GEO in Ukraine at
I quarter of 2012: activity on exhibition
InterBudExpo 2012
54

Results
In result the realization of comprehensive program of renewed product line, targeted audience
was effectively informed about new URSA GEO product line, that was worthy presented on the
Ukrainian market.
Emphasis was placed on the target audience:
 Visitors of the exhibition InterBudExpo 2012 (on the URSA stand and on the publishing houses
partners stands );
 Journalist of specialized and business media (on press-briefing in terms of InterBudExpo
exhibition 2012 were presented mere than 30 journalists including 20 representatives of
specialized media, and also 3 TV channels) herewith, according to results of press-
conference more than 100 editorial publications came out, incl. – over 50 publications on
post-release event;
 Final consumers and experts(information was conveyed via the Internet (banner ads, news,
announcements on specialized portals)
 Wide audience (thanks to news on the site, news agencies and outlets scenes on TV news
about the launch of the product line was URSA GEO aired for a mass audience)
In a short time it was managed
effectively to attract the attention of the
target audience to yield of a new line
environmentally friendly materials to
"green construction» URSA GEO
55

Case №17: Project for the Ukrainian bloggers-thousanders: testing
classes in Kyiv Center of Dr. Bubnovsky
 Client: Medical Center of Dr. Bubnovsky in Ukraine
 The object of promotion: Bubnovsky Medical Center in Ukraine and treatment
method by moving (kinesitherapy) in general
 Performer:Publicity Group
 Geography: Kiev
 Period: May-August 2012
 Aims and Objectives:
 Provide unbiased and objective information about the activities and kinetotherapy of
Bubnovsky Kiev Center in the Internet, to inform the public and potential customers
 Submit the Centre of Dr. Bubnovsky activities in Kiev in terms of informal opinion
leaders - Ukrainian bloggers-thousanders
 Expand the target audience of the Center of Dr. Bubnovsky due to visitors who have
certain problems of the musculoskeletal system and the one who prefer a healthy
lifestyle
56

 The project with the participation of 5 major Ukrainian bloggers, that are keeping a blog
on www.livejournal.com Each blogger was free of charge taking an individual course of
12 lessons at the Center, and told about his observations and feelings in his blog.
 For the project were selected active bloggers-thousanders, many of which duplicate
reviews of the Bubnovsky Centre's activities on own accounts in the social networking
site Facebook
 Project participants were aware that their task - is subjective, not an advertising
assessment of the Centre, and in their blogs there are no dictum commercials - just
transferred own feelings from seminars in the center and a personal opinion about the
effect of activities and quality of service.
57

The results
 Dr. Bubnovsky Centre in Ukraine has received a high evaluation from the independent
public opinion leaders - bloggers.
 The total readership of bloggers-thousanders was 14,561 people, mainly - residents of
Ukrainian megacities, which coincides with the target audience of Bubnovsky Center,
which is based in Kyiv, Kharkiv and Donetsk
 Readers of bloggers-thousanders that were participating in the project actively followed
the theme, were interested in the activities of the Bubnovsky Centre, and had a total of
more than 500 comments.
 Bloggers not only described in detail their own feelings and the effect of classes at the
center, but also repeatedly made reference to the website of the Bubnovsky Center, which
increased the number of visits to the site during the project.
 But the main result of the action was the formation of positive, and at the same time - an
objective opinion about the Bubnovsky Center and the benefits of treatment method by
moving
58

Case 18 Press-Tour to the plant of the
«MIROPLAST» company (city of Dnepropetrovsk)
 Client: "MIROPLAST" - Ukraine's largest producer of PVC profile systems for windows. The
company "MIROPLAST" produces profiles TM «WDS», «Olimpia» and others.
 The date and place of the event: June 20, 2012, the plant «MIROPLAST» in Dnepropetrovsk.
 Format: Press-tour with a press briefing and demonstration of production.
 Aim of the event: to inform the media and the CA about the company and its brands, promotion
companies, public demonstration of Ukrainian modern high-quality production.
 Participants of the event: management of the company «MIROPLAST», invited media
representatives.
59

 Press briefing was held, which caused huge interest among
journalists.
 Excursion on factory for the media.
 Post-briefing with a lively dialogue between company
representatives and journalists.
60
Press-Tour to the plant of the
«MIROPLAST» company

Maintaining of fan-pages
in popular social networks

The results of the event
 The press tour was attended by 26 members of the media (TV, inform agencies,
Internet portals, etc.). Attended by three national television channels. The journalists
were able to take comments from the company's management during a press briefing
and post-briefing, as well watching the entire production process - modern profile
systems.
 By the results of the event were published 269 editorial publications (including
stories on TV).
 Publications, referred to the voiced information during the press tour, had been actively
published within a month after the event.
 According to the results of the press-tour, publications were placed into a various
directions of the media: on the websites of inform agencies, into professional journals,
business media, TV and internet portals. Thus, target audience was tightly covered by
production of «MIROPLAST».
62

Case №21: Contest for journalists- effective instrument to
upturn relevant media loyalty
 Clients:
o Leacond Company – official distributor of DAIKIN corporation (Japan) and HOVAL (Liechtenstein)
equipment in Ukraine.
o «ECO-market» chain of supermarkets
o «BIONA» group – market leader in biotechnology for agriculture
o Performer: Publicity Creating
• To increase relevant media editors, journalistsloyalty to client-company.
• To increase client-company visibility in media sphere, company speakers citedness, amount of references
about company in media.
• To motivate journalist to cover up market practice, where the participants are the clients-companies. To
level up journalists materials professional level on market
• To demonstrate openness of Company willingness to provide comments, professionalism of TOP-
management and familiarity about markets.

 Organization and conducting competitions for journalists for the best editorial publication on
topics related to the market, where the companies work:
o Leacond – climate technology and equipment market
o ECO-market – food retail market
o GC «BIONA» –biological products for agriculture market
 Holding a press lunch for the participants of competitions: journalists, editors, market
observers. During a press lunch not only prize distribution to the winners were held, but also informal
contacts between representatives of the media and the company's top management took place, for
whom the competition was organized
64

Results
65
 LEACOND:
Competition for journalists "Fresh thought“ is holding since
2004. Traditionally, the competition arrives about 30-50
articles in 2012 were accepted television programs and
Internet publications. During the competition Leacond
Company became a informational leader in the air
conditioning market, the first face of the company - the
opinion leaders.
ECO-market:
The contest "From the Life of supermarkets" was held in
2012. The competition 57 articles from 21 authors have
arrived on competition. Participants in the competition were
the journalists of the media as "Today", "Focus",
"Comments", "Investgazeta", "Obozrevatel», AllRetail,
«World of Products" and many others. Chain "EKO-market"
has demonstrated itself as a public company, the leader of
the market retail information sector
CG «BIONA»
The competition attracted 19 articles from 15 authors,
published in the print media and online media - business and
specialized subjects. Business media showed interest to a
narrow sector of biological products for agriculture, market
came from the informational shadows. In this case, the first
person GK «BIONA» demonstrated themselves as the
opinion leaders in the market of biological products, and on
the agricultural market as a whole.

Case № 22: PR-moving of «Nebesna Krynitsa»
Company in market H.O.D. sector B2B
 Client: «Nebesna Krynitsa» Company, one of the leaders in Ukrainian market of bottled
water delivery.
 Performer: Publicity Creating
 Operating period: April-December 2012 г.
• To from image of «Nebesna Krynitsa» Company as a best supplier of bottled water in
offices
• Strengthen the reputation of the “Nebesna Krynitsa" as a reliable company that provides
a quality product and delivery service in the market of bottled water in offices
• To form the image of top managers “Nebesna Krynitsa" as delivery market experts of
bottled water in Ukraine 66

 Complex PR-moving program , which in particular includes:
 Organizing a press conference of “Nebesna Krynitsa" on "The Ukrainian market of water
delivery: Trends and Forecasts for 2012".
Press conference attracted significant interest among the media,6 representatives of the Ukrainian TV
channels visited the event (among them - BUSINESS, Noviy Canal, UBR), business media ("Business",
"Status", "Kommersant", “Delovaya Stolitsa") and others, in total - 29 journalists. Post coverage of more
than 180 publications.
Organization of series of video interviews with the experts of “Nebesna Krynitsa" with further
video items spreading on the corporate channel on YouTube and support in the form of range
video –releases distribution to relevant media (more than 3000 views, continues to grow).
67

 Course realization of expert online-conference with the «Nebesna Krynitsa» representatives on
top rated Internet platforms (the views amount of online-conference page – from 1500 to 3000(
continues to grow)
 Performing the duty as «Nebesna Krynitsa» press-office: writing and distribution different
materials to media ( 36 press-materials (press-releases, news, articles and so on) during the
period under review) – satiety of media scene with relevant information about the company.
 Media trainings for management and senior executives of the company.
 PR-support of «Nebesna Krynitsa» CSR projects: writing press-releases, that to the full
illustrates realization of CSR program.
 Forming B2B-content for platforms of “Nebesna Krynitsa" in social networks.
68

Results
69
 As the result of realization of «Nebesna Krynitsa» PR-moving program on B2B market, was
formed image of the Company as a dependable dealer of proficient botteled water, that provides
the best service for client on the market
 In a result of organized by Publicity Creating press-conferences, online-conferences, filmed
video-plots, «Nebesna Krynitsa» top-management were introduced as experts on market in
bottled water delivery. At the same time, all advantages of ordering water from «Nebesna
Krynitsa» were demonstrated for target audience.
 PR-moving complex for «Nebesna Krynitsa» Company on B2B market strengthen it reputation as
a company that is usually recommended in choosing dealer of office water-in view of high quality
product and service Also PR-moving promoted new clients attraction to «Nebesna Krynitsa»
Company in B2B sector.

Case №23:Integrated PR-program on
the retail market: «ECO market» supermarket chain
 Client: «ECO market» chain of supermarkets
 Цели и задачи:
Leadership in rating of media citedness among all participants of product retail market
Forehanded and full coverage of «ECO market» events, that was asserted as consistent
with brand strategy
Digital PR: creation and support of corporate «ECO market» platforms in social pages and
blogosphere
Uprising visibility in media sphere of «ECO market» speakers citedness
PR-support of KSR program («ECO market for schools») 70

The purposed solution
 Implementation of ECO market press-office functions with «Publicity Creating» efforts
• During a year (December 2011 – December 2012 ) were written and sent to media above 70 press-
releases
• Also about 30 different press-materials(articles, news, research notes) about «ECO market» activity
were written
• Press-center swiftly provided to media representative comments of LLC «ECO» speakers, at the same
time effectively generating informational subjects for publications
 For arranging more productive communications with media contest for journalist «Life of
supermarkets» was organized . 57 articles from 21 author took part on the contest. Contest
participants were journalitss from such media as Segonya, Focus, Commetarii, Investgazeta, Obozrevatel,
AlllRetail, Mir productov and many others. «ECO market» chain demonstrated openness, as a leader in
informational sphere of retail market. Based on contest results in December 2012 a press-lunch was
organized. The winners got a Apple tablet PC. 71

 Creating and supporting corporate platforms in social
media and blogosphere:
 Facebook:
• Regular updating, qualitative content( more than 300 post
in a period)attracting more than 2000 users on the page
• Diverse content: articles, photo, video, surveys, contests
etc.
 Vkontakte
• More than 300 post during the period under review
• Attracting more than 1000 users into the group
• Diverse content: articles, photo, video, surveys, contests
etc.
 Livejournal
• More than 180 post during the period under reviewд
• Forming blog-readers audience(over 300)
• Diverse content: articles, photo, video, analytics, opinions
 Twitter
• Over 190 tweets in microblog
• Follower audience-over 1000
72

 Press-conference realization on the results of final stage of ECO market KSR
program «ECO market for schools»
In press-conference that was held in Kiev secondary school ( that won in the program «ECO-
market to schools») took part LLC ECO top management speakers and civil servant of Kyiv
mayor's office, also schools headmasters.
Press-event spark an interest among media, it was visited by over 20 journalists in part- 5 TV
channels representatives. In such manner information about ECO-market KSR program
received a vast resonance.
73

Results
74
 As a result of press-office ECO market activity, that was organized by Publicity Creating, client
since spring 2012 consistently ranked in TOP-3 media-citedness among product retailers. From
summer 2012 regularly headed given list, outperforming all competitors
 The amount of applications to LLC ECO representatives for comments from journalist have
increased in 2 times during 2012.
 The contest for journalists «Supermarkets life» strengthen specialized journalists loyalty to ECO
market chain, and asserted LLC ECO as open company, and TOP management- as experts in
product retail market.
 Was created a communicational channel with consumers through the blog and main social
medias. It strengthen the loyalty to ECO market chain, which have given ability to inform targeted
audience about Chain’s news directly, and also to establish backwash with consumers.

Case №24: Integrated advertising and PR-moving
campaign for TM DAIKIN in Ukraine (2012)
 Client: Daikin Europe N.V. – European headquarter of Daikin Industries corporation
(Japan) – the biggest world manufacturer of HVAC equipment
 Promotion objects : ТМ DAIKIN, Daikin new products (RAC, air cleaners, climate systems), Daikin
Europe N.V. as a partner(loyalty program for dealers)
Aims:
• Increasing recognition of TM DAIKIN among the target audience
• Target audience familiarization with new TM DAIKIN products
• Hardening dealers loyalty to ТМ DAIKIN HVAC equipment and Daikin Europe N.V company
 Performance features:
PR-moving of TM DAIKIN program had a complex character, which included variety of activities:
Advertising and PR-campaign:
• TV (sponsorship of consumer and sport programs)
• Radio (commercials)
• Internet ( banners and articles in business and Internet-resources)
• Press (articles in business and specialized media)
 Loyalty scheme for dealers «High sales in peak season»:
• Creating and supporting specialized site for dealers program www.daikin-loyalty.com.ua
• Organization presentation-seminar of a new flagship DAIKIN product, during which prizes were bestowed to
dealers-winners of loyalty program.

Advertising and PR-campaign to promote
TM Daikin in Ukraine
76

Website for DAIKIN dealers (Loyalty program)
77

Presentation of VRV IV system
and prizes to winners of loyalty program
78

Results
As a result of a comprehensive program of advertising and PR-moving TM DAIKIN in Ukraine in 2012
targeted audience was effectively informed about new TM Daikin products and about TM Daikin
in whole. Also strengthening dealers loyalty to TM Daikin climate technologies.
Emphasis was placed on the target audience:
Dealers of TM Daikin climatic technologies in Ukraine:
 In loyalty program «High sales in peak season» took active role 38 dealers of TM Daikin
 In seminar-presentation of new flagship DAIKIN product –system VRV-IV – about 200
representatives of dealer companies took part
 Final consumers of DAIKIN household appliances :
 Internet-users (on whom banner advertisement and articles in Internet-editions were directed);
 TV audience
 Radio listeners
 Readers of business and wide range press
 Final consumers of industrial and semi-industrial DAIKIN equipment - readers of
specialized press
During the period of program implementation it
was managed to strengthen the promotion of
TM Daikin reputation as an ultramodern energy-
efficient climate technology, and contribute to
strengthening the position of TM Daikin on the
market HVAC equipment in a difficult for the
market time
79

Case 25: Maintenance development of BRAND platforms in
social media: «Velyka Kishenya» chain of supermarkets
Client: «Velyka Kishenya» chainof supermarkets Performer: Publicity Creating
Aims and Objectives:
Forming strategies and platforms development, posteriority
Informing audience of users and forming their loyalty
Content generating- as qualitative and various
Increasing the amount of page fans ( 2 platforms-Facebook and Vkontakte)
Creating and implementation activities for fans(contests, quizzes, surveys)
Increasing index of involvement (likes, reposts,comments, participation in surveys and
contests)
Provision of communications with users of social media and timely to react on questions (in
mode 24/7 )
Timely coverage of company's news in social media
Updating design of pages
80

Purposed solution
Developing «Velyka Kishenya» platforms in social media; generating unique content
 Developed and implemented informational model:
• theme areas of the content,
• acting scenario in case of negative appearance,
• Attracting and engaging users
 Regular uploading of information on pages (no fewer than 3 publications a day), 7 days a
week.
 Creating content-plans week ahead ( on basis of early created thematic directions)
 Анализ контента – выявление самого популярного поста недели, месяца
 Conducting surveys
 Creating own infographics
81

Purposed solution
Attracting new audience and increasing involvement index of existing audience
Conducting contests, actions, quizzes of different directions
Attracting new fans
Audience involvement
Increasing users loyalty
Increasing motivation for regular visits
Development conception for contest partners and sponsors
82

Purposed solution
Creating exchangeable design for Facebook and Vkontakte
Creating range concept of graphical images- coverages
Implementing of plan and timing of coverage shifting in social medias- in relation to season, themed
holidays, demand for goods
Creating of pages’ design
83

Results
84
 Following the results of 8 working months with Brand «Velyka Kishenya» in social media
 Page content moved to a new proper level
 Audience gain on Facebook platform worked out 4000 fans (work was conducted without any
paid/advertising methods).
Number of fans at the end of the month

Results
85
 Following the results of 8 moth of work with «Velyka Kishenya» :
 Audience growth on Vkontakte platform worked out 3000 fans (work was conducted without
any paid/advertising methods).

Results
Contests-statistics
 During 8 months of work with «Velyka Kishenya 6 contests with different mechanisms
were created and implemented. Among them - photo contests, contests on guessing,
question-answer, checking of knowledge and erudition
 User involvement was managed to increase and stabilize.

Results
Contests-statisitcs
 Contests were along held on 2 platforms, moreover assignments were partly changed
 Every contest had a case - participant had to repost post with the contest. It gave an
opportunity to expand exposure, the one who saw the contest post and the whole page.

88
Results
Contests-statistics
 Today «Velyka Kishenya» platforms in social media are laudable:
1. Content– is cognitive, entertaining, vivid, unique with small marketing embedments
2. Posting frequency- 3 times a day(and more)
3. Reaction on negative–online(maximum during hour in working days, maximum during half
of the day- in weekends and holidays),
4. Carrying out contests- systematical (one in a month)
5. Total involvement of users– high
6. Admin interaction with the audience– maximal (answer to every post)
7. Design updating– systematical (one in a month)
All indexes, that measure pages success in social media, point that «Velyka Kishenya» pages
are the significant contribution to positive reputation of this big Ukrainian Chain in product
retail.

Case 26: Integrated PR-moving in the PC market +:
Lenovo Company
 Client: Lenovo Ukraine
 Aims and objectives :
• PR of the product: close work with media on coverage of new Lenovo products launch:
smartphones,electronics slates, notebooks / ultrabooks, monoblocks, desktops, as well
as providing editorial reviews of new devices in the relevant media
• Timely and full-coverage of Lenovo Company‘s events in Ukraine and in the world, first
person of Lenovo Company in Ukraine .
• PR-supporting of Lenovo smartphones launching on Ukrainian market
• Leadership in the ranking of media-citedness among all PC +market players
• PR-support of Lenovo products Lenovo for corporate customer
89

 Acquittal of Lenovo press-office functions by Publicity Creating, results on 4 moths of work in
hand, July-October 2013:
• written and sent in the media 28 press release, received more than 2,200 publications in Ukrainian mass
media with the mention of the brand Lenovo
• issued on the testing of more than 70 units of devices Lenovo, received over 60 reviews of Lenovo
devices in more than 20 media, which is an absolute record for all 5 years of the company's activities in
the Ukrainian market
• ensured the presence of leading Ukrainian mass media on the top events of Lenovo in the world with
subsequent media coverage
• press office promptly provides media representatives with Lenovo speakers commentaries, at the same
time -generates newsbreaks for publications
90

 Press events for the Lenovo Company:
Press lunch for representatives of the target authoritative media
The press lunch was attended by 13 representatives of the most relevant for Lenovo's business and IT
publications and news agencies, including: Expert Investgazeta Capital, UNIAN, Computer review, SHIP,
and others.
Following the results of a press lunch came out the publication about new Lenovo products, as well as
plans and prospects of the company in all media presented at the event.
Press conference about the Lenovo Launch line of smartphones in the Ukrainian market, led by the
flagship product K900.
The event was attended by 87 journalists from specialized, business, mass media,
magazines, TV, as well as representatives of leading news agencies.
 Following the results of a press lunch were published more than 150 publications in the
media, including - 3 TV reports.
 The press event was acknowledged as one of the most successful in the history of Lenovo
in Eastern and Central Europe.
91

First person PR, Lenovo representatives in Ukraine and Lenovo corporate direction
Head of Delegation is the main speaker at press events Lenovo, as the industry experts and a successful
manager.
Come out interviews and first person comments in relevant/ leading media in Ukraine, particularly –
Companion,Smartphone.ua and so on
In the press center "LigaBusinessInform“ was conducted an expert online conference with Head of
Corporate Sales of Lenovo. During the Internet conference Lenovo experts have received more
than 20 questions from visitors to the portal "LigaBusinessInform" Following the results of an
online conference were received about 70 publications in the Ukrainian media 92

Results
93
 As a result, at the end of 4 months of Lenovo consistently adopts 1 place in the monthly ranking
of media citedness among market players PC + in Ukraine.
 Working with the media brought to a qualitatively new level. New Lenovo devices regularly are
being tested in the relevant media, receiving high marks objectively. Each of the reviews / video
reviews has a significant number of views (from 3000 to 20 000) and a high degree of confidence
among consumers.
 Significantly has increased journalists loyalty to Lenovo brand, which generated brand loyalty
among consumers. Were made certain steps to overcome the wrong stereotypes associated
previously with the brand in Ukraine.
 Successfully conducted PR-support withdrawal of Lenovo smartphone to the Ukrainian market,
which largely confirmed sales of devices, for example, it was commodity group smartphones
leader in sales among all products in single-brand stores Lenovo.
 Carried out PR-support of the corporate department of Lenovo: PR-event conducted on relevant
topics, and also released a series of press releases informing about Lenovo devices for
business.

Case № 27: PR-moving of the distributor in the IT market
Due to the developed strategy and its embodiment in the last 5
years, the company K-TRADE - has been recognized as one of
the leading distributors and manufacturers of PCs in Ukraine and
became one of the leaders among other IT-companies (3-5 place
in the ranking of IT newspaper "Business" and the winner in the
ranking of publishing house ITC).

Organization of participation in the specialized
"turnkey" exhibition (show on the stand)

The development of scenario and
conducting activities at the
company stand
Contests, inviting celebrities and others.

Attracting visitors of the exhibition attention to the stand
of the company in the pavilion

More than 10 press events representatives of international brands for
business and specialized media

September 28-29, 2001 , for "Auto Trading" a series of PR-activities, within
the Opening of a new automobile dealership SKODA in Kiev
were organized
Case № 28: PR-organization of SKODA
car-salon opening, new automobile model
SKODA FABIA presentation

On September 28, in the press center of the Ukrainian
House was organized a press conference for the media.
The event was attended by over 60 journalists and
specialized business editions, TV and radio channels

In September 29 was organized the grand opening of the the first
SKODA car-salon in Ukraine, equipped according to corporate
standards of SKODA. The opening was attended by about 150
guests, including the official representatives of the plant,
customers.

The presentation continued on the open area of the sports
complex "Chaika", where an entertainment show «SKODA:
multifaceted possibilities!» was organized.
Ilya Noyabrev was the presenter.

The event
on sports complex “Chaika”

As the show unfolded which was attended by over 400 people,
the guests were shown the different models of «SKODA» cars in
motion. The presentation was opened by the parade of vintage
cars of Soviet and foreign manufacture, to the accompaniment
of a jazz quintet, and then stunts demonstrated “top class"
figures on modern cars. The total area of VIP-zone area of 150
square meters and a height of 8 m., which housed the tables for
the guests.

Case № 29: PR-support of the introduction
of plastic diplomas in Ukraine

Explaining the benefits of plastic diplomas,
compared to paper.
Working with renowned print media ( mass media and socio -
political)

Mainstreaming, providing information to editorial office,
preparing press kits, training speakers.

Exclusive press-tour to the production plant,
answers to journalists' questions.

Output of 12 editorial materials in the 10 most
popular print media who covered the problem,
informed the public, in a favorable way for the
manufacturer.

PR-case № 31:Organization 100
anniversary of the 3M (Ukraine,
President-Hotel)

Press conference dedicated to the 100th anniversary of the
corporation 3M, was attended by over 50 partners 3M in
Ukraine from all regions and more than 30 journalists
from the specialized and business media (at the end, came
out more than 100 publications)

During the press conference, Frank Huber, CEO of 3M
(East) AG, the head of representational 3M office in
Ukraine acquainted the participants with financial
performance of 3M in the world. The total annual sales
work out more than $ 16 billion.

In the second part of the event was organized a solemn
buffet with live entertainment.
The Agency has prepared all the necessary documents for the solemn
event: from script development of activities to the press pack (in
particular, was created a brochure "3M 100 years ").

On the 100th anniversary of 3M was also held PR-campaign in the
press - a series of articles about the most outstanding inventions of 3M
Corporation, such as Post-it, Scotch, or light-reflecting film came out
in leading business publications of Ukraine.

In addition, during the cooperation, the agency has promoted a
variety of new 3M products, informing journalists and other target
audiences.

Case № 34: KNAUF Ukraine - pages in social media (Facebook,
Twitter) - implementation and development

On pages highlighting the work of the company, industry news, Internet users
are getting familiar with the new products. Brand also shares his advice to
consumers about the proper selection and use of building materials.

Generation of interesting content that is updated regularly, allow you to increase
pages fan audience significantly and expand the circle of loyal customers. Gradually
rising rates of engagement - for example, the number of questions and comments
from users, reposts appeared in specialized groups.

Organizing press-tour for JOURNALISTS in Lviv
The event was attended by journalists from national and regional media, in
particular, «Bud Expert», «Building aspects», «Real Home», «Mіzhnarodna
Arhіtekturna Maisternia" "Dim Іdey “ and others.
Guests learned a lot about the company "Knauf", its activities in Ukraine and, in particular,
in the Western Region.

Case № 35: PR-support of AVON actions
in social sphere
Transfer of mammography equipment by AVON to Vinnitsa, Nikolayev, Odessa
oncological dispensary, in the framework of AVON social project «Pink ribbon»
The event was held in the Kiev city oncological hospital in April 2005, and was
attended by more than 120 guests
For Kyiv Regional oncological hospital were purchased 3
mammographyies "Siemens" and 3 processing machines
"Agfa", as well as modern ultrasound machine.

Inviting guests (media representatives, officers, partners) was
carried on name list, work was organized at the event, writing text
materials and dissemination of information about the charity event,
prepared a report.

Case №36: Promotion in PR-moving of the new
cooling lollipops "NORD" and fruit lollipops "VIT"
(production ROSHEN) on the Hreschatik, during
«Kiev Day» celebration.

Development, organizing and conducting of the action
- Publicity Creating.
Aim of the action - to acquaint customers with the new
domestic production candy caramel, and present new
brands.

To participants of numerous competitions that were
conducted at two platforms with a diameter of 15 m
each, modeled in accordance with the corporate
identity of each brand, as gifts were handed tubes of
candies, toys, gifts, balls with a logo and so on.

During the action Kievans were distributed to over
4,000 free tubes of candies of both brands.
The competition was attended by over 500 people.

Кейс: организация открытия завода «под ключ»
The official opening of U.P.P. - Ukraine's first plant for the production
of disposable hygiene products and medical devices
Senior government officials, politicians, as well as Ukrainian and
foreign partners of the company, members of the media attended the
official opening
After raising flags U.P.P. and speeches, a symbolic ribbon was cut by
President UPP Alexander Peev and chairman of the State Committee
on Entrepreneurship Alexandra Kuzhel.
Case № 37:Organization of the plant opening in "turnkey“ way

Before the official opening of the plant press conference for journalists was held
in the boardroom, that was attended more than 60 media representatives.
For media representatives and guests a tour of the factory was conducted
(production- laboratory-warehouse).
Management staff and specialists of U.P.P. acquainted the guests with the main
stage of the production and testing of sanitary pads Angels - the first plant
products.

For investors and partners a banquet was held in the evening . It was opened by an exclusive fashion
show (stylist- fashion designer Irina Didichenko).Models feature was that they were completely made
of materials which are used for production and packing of towel - nonwoven web, paper airlaid,
perforated polypropylene, polyethylene, etc. The evening was conducted by Masha Efrosinina and
Yuri Gorbunov.

Case № 38: Marketing campaign on promotion of
sanitary pads Angels (U.P.P. factory) in maternity
hospitals

Work with the target audience in hospitals -
mothers with newborns, more than 400
contacts

Distribution of samples (towels) and proprietary
printing.

Work with the target audience of specialists (staff
maternity homes). Conducting seminars,
presentations about the new brand of hygiene
products, distribution of samples and branded
polygraphy.

Case№40: PR-moving DKT corporation, TOSHIBA brand,
NOTEBOOKS category

Organizing celebrations for the company DKT:
5,6,7,8,9,10 years (emcee B.Benyuk, A.Hostikoev,
N.Sumskaya,more than 150 guests)

Fantasy make-up at corporate events on
"Japan"theme

Organization of a campaign to promote notebooks
TOSHIBA in Ukraine 2002-2003,conferences, forums,
press-releases,a series of articles, actions on radio
channels

Repeated carrying out actions on FM-channels for the
promotion of DKT showroom and NOTEBOOKS
category, action "Mobile Zarnitsa", 2003 - one of the
first in Ukraine Interactive actions.

Case №42: "The opening of the turnkey shop "
Organization of supermarket "Digital World“ opening in Kiev,
m.Petrovka, more than 300 guests, contests, lottery, emcee,
press event on the shop floor, photo- report.

Organization opening of salon of Czech
kitchens KORYNA, Bulvar Druzhby Narodov
more than 50 guests, emcee, contests,
inviting guests, program, photo report.

Store opening UNITRADE, st. Khreschatyk, conducting
press events, work with journalists, more than 100
guests, photo report.

The action on FM channel "Money in the
washing machine", dedicated to the opening
of home appliances and electronics
«VICOTEC», Lev Tolstoy Street. More than
120 participants, maintenance, organization,
report

Organization of the opening of the first design gallery Stil
Haus in Kiev, st. Krasnoarmeyskaya, inviting more than
100 guests, including businessmen and celebrities, emcee
Ilya Noyabrev, program, live music, contests, design of
invitations, report.

Case № 43: Marketing campaign to stimulate sales of
diapers LUXUS Moomin Thin

Working with children's clinics visitors target
audience №1 (mothers with children up to three
years, more than 800 contacts). Distribution of
samples and branded polygraphy.

Work on the streets, with the target audience №1
(mothers with children up to three years, more
than 500 contacts). Informing about the products
and the distribution of samples and branded
polygraphy.

Work with the target audience №2 (employees of
maternity and child health centers in Kiev). Informing
about the new brand of hygiene, products presentation, the
distribution of samples and branded polygraphy.

Case №44: PR of sanitaryware company
Perennial promotion of company UNITECH BAU (plumbing and
heating the production of Germany, Switzerland):
Annual PR-service,
- organization of the company's involvement in the largest
construction exhibition,
-the organization of entertaining and educational activities for
partners
-development and implementation of actions for designers and
architects
- Formation creative products (original models, articles, releases,
slogans and texts for printing, photo shooting).

Publications in specialized press

Promo action “Use every day"

Promo action “Use every day" was directed on the recognition of TM
"Unitech Bau» nonstandard sales pitch allowed to draw attention to the
campaign:
At the crossroads of Kiev were distributed 40,000 rolls of toilet paper in
the original wrapper. This handout directly related to plumbing, fully was
meant as a concept of “Use every day." Addresses of shops "Unitech Bau"
were listed on the wrapper rolls and thus consumers were informed about
where in Kiev they can get qualitative sanitary appliances. The action
became a vivid example of how epatage may be civilized. Rolls were
distributed by promoters in branded clothes and costumed characters:
"Soap" and "Sponge".

Organization of "Unitech Bau" participation in the largest construction
exhibition.
Concept development, overseen the design of the stand, development of
participation program , including a show at the booth, which included non-
standard "Defile in terry robes," contests for visitors, promoters work in
the exhibition halls. As well as preparation of souvenir products, printing,
photo-report. Stand "Unitech Bau" was recognized as the most pictorial in
the exhibition and daily up to the active program collected hundreds of
visitors who filled the aisles and even the neighboring stands.

Promotion at the booth to attract the attention of
visitors and partners

Development and organization of the exhibition "Installing
WALL-HUNG WATER CLOSET in real time" at the booth,
which caused great interest among the specialists

Promo for TM «Hansa» on FM radio channels, the final action took place at
the company's booth, prizes distribution to the winners was made by the
official representative of Hansa in Eastern Europe

The final of the annual loyalty action to customers, rewarding with
valuable gifts, certificates, E-card

Organization of "turnkey" annual corporate
event

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PR cases 2014 B2C market

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