MAINSTREAM

It is a great challenge to discover your talent, especially if you are an average Ukrainian kid who has next to no options available.

To address the issue, ‘EU Delegation to Ukraine’, together with the MAINSTREAM agency, launched a project that would discover the creative side of children and enrich them with the EU values and culture.

When creating the project concept, we plunged into studying the target audience. It was essential to understand the interests and needs of Generation Z. Using storytelling, high-quality visuals, and gamification, we took children to another world – the talent planet of EU TALENT.Space.

The MAINSTREAM team has designed and created from scratch a platform that provides free video lessons and tasks for children in four creative areas: music, dancing, drawing, and cooking. Since Gen Z prefers to communicate through a smartphone, one of the critical factors was to design a mobile version.

To motivate children to join the project, we launched a competition at the platform’s launch. Participants had to watch training videos in the chosen direction and complete the task from the influencer. Upon finishing the task, one had to upload it to social networks using the project hashtag. The best participants won prizes from the EU Delegation to Ukraine.

In addition to the creative tasks, children could take a Euroquiz to test their knowledge of European countries and win gifts. We developed a styled colouring book especially for the project as one of the prizes. It included illustrations of the EU countries and exciting facts about each. And besides, they could learn from partners, Creative Europe and House of Europe, about festivals, books and opportunities that the EU creates for young Ukrainians.

To promote EU TALENT.Space, we launched a campaign using media, advertising and promotion through social networks and opinion leaders. As a result, we achieved our goals within three weeks. Over 6,300 unique users have visited the platform. Around 400 children all over Ukraine signed up to participate in the competition, and 47 became the best in their areas. About 400 children participated in the Euroquiz, and 34 children were rewarded as the winners. We received 31 publications, 8 mentions from bloggers and released one special project in the press. The coverage of the platform was about 600,000 people.

EU TALENT.Space provided an excellent opportunity for any child in Ukraine irrespective of social status, geography, or previous experience to try various creative crafts and discover their inner inclinations. Our big victory is that the project lives on after the official competition part is over. Even without additional promotion, the project is in demand among the audience and is autonomous, shaping the image of the EU Delegation to Ukraine among zoomers.

To find out more about the project, watch our video. 

The EU TALENT.Space project was shortlisted by the SABRE Awards in the Non-Corporate | Government Agencies category and received the Certificate of Excellence award in the Brand Content & Creativity | Best in Digital Brand Platforms category.

Global Empowerment Mission (GEM) is a US non-profit organization founded in 2011 as a first responder to global disasters. In 20 years, the GEM team has carried out more than 300 humanitarian missions worldwide, and in February 2022, it began helping Ukraine overcome the consequences of the war.

Together with partners, GEM is one of the first to deliver hundreds of trucks of humanitarian aid to the frontline and de-occupied regions of Ukraine. In June, the mission began the restoration of infrastructure and buildings destroyed during the hostilities in the Kyiv region.
Within the framework of cooperation, the agency team faced the task of introducing the audience to the activities of the American organization and forming the image of a reliable partner.

How we achieved our goals

Trust is a critical element in communication with the target audience of non-profit organizations. Therefore, we focused on the transparency of the organization and GEM’s successful 20-year experience in responding to global humanitarian crises.

The MAINSTREAM team developed a concept based on “openness.” We communicated on behalf of the founder of the fund. He explained the values and principles of the organization’s work, discussed plans, and shared achievements in the format of news and author’s columns. Thus, we humanized an unfamiliar brand.

The implementation plan included four stages with a fixed target for the end of each. We initially worked on forming basic knowledge about the organization’s activities among the target audience. The next stage was the official commissioning of the first reconstructed objects in Ukraine in the “road show” format. This approach allowed media representatives to “dive” into GEM’s activities, and the organization showed a willingness to communicate openly with the audience. As a result, we also received 7 TV reports and 237 publications in Ukrainian and international media, including the National News Marathon, The Village, BZ, The New York Times, and Voice of America.

The MAINSTREAM team continues to implement the project’s communication support.

“Communication of social initiatives differs from corporate and product PR because special attention is paid to organizational activities. Remaining open and transparent to maintain the image of a reliable partner is the main principle of communication in the social sector. We developed a communication platform for GEM that organically combined the fund’s strengths and the existing context. This approach has proved itself and has resulted in numerous mentions and publications,” strategic communications manager Olena Tsykaliuk

EVA BEAUTY is a new store format from Ukraine's largest retailer EVA with a focus on hair care and cosmetic services. Beauty Salon by EVA is a unique feature of the new store, which is located in the Respublika Park shopping mall.

The hairdressing area of the salon offers haircuts, coloring, styling and care with L`Oreal Professionnel products. Visitors can also test DYSON appliances and check how the styling holds up. All this allows you to make an informed decision about the purchase. In the cosmetology area, visitors can sign up for a scheduled makeover, organize a bachelorette party with a master class, test products from different brands and virtually try on some makeup products using a tablet. In the skin testing area, a specialist can help you determine your skin type and needs, and choose the right comprehensive care. And in the perfume department, visitors are invited to complete a quiz that will help them choose a fragrance according to their individual preferences.

The task of the MAINSTREAM team was to provide media support for the opening of the first EVA salon in the top Ukrainian media. We offered a solution in the form of publications in leading Ukrainian fashion online outlets.

As part of the campaign, materials were published in the media, including L'Officiel and Vogue. The articles revealed the benefits and features of the salon. The campaign reached more than 18,500 readers of the websites and 120,000 users of social media.

Royal House is a Ukrainian production and development group that has been operating in the real estate market for over twenty years. Among its well-known projects are the British Quarter and New England residential complexes. The portfolio also includes projects in Slovakia and Austria, and future projects in the Kyiv suburbs, including the Park Royal residential complex in Bucha. Construction is carried out using the company's own patented technology for the production of wall modules.

The company's need was to develop a strategic approach to strengthen its reputation in the Kyiv market and enter a new market – the suburbs of the capital. Another task was to understand how to build knowledge about the benefits of rapid construction based on the company's technology and its use in the post-war reconstruction of Ukraine.

The MAINSTREAM team proposed a solution: to develop a comprehensive communication strategy for Royal House and its products – residential complexes in Kyiv and the region.

At the beginning of the work, our team experts held a strategic session with representatives of Royal House. Additionally, qualitative and quantitative research was organized to study the current needs and motivations of consumers in the primary real estate market. The results of the session and research reports became the basis for developing strategic decisions. For analytics, we conducted a PR and communication audit of the company's brands and competitors, analyzed the Ukrainian real estate market, trends in Ukraine and the world. The team also conducted a SWOT analysis and chose the future strategy vector. Stakeholders were identified and portraits of target audience segments were described.

At the second stage, we focused on updating the Royal House brand platform. We described the brand's expressions, positioning, points of differentiation, archetypes, and Tone of Voice. Based on this, tactical and creative solutions were developed with integrated mechanics and PESO tools. At the third stage, detailed PR campaigns were proposed for each of the projects - New England, Park Royal, and Oxford. The final stage was crisis planning and drafting a crisis response plan.

As a result, the client received a document that allows them to build communication for several years with the ability to adapt to changes in the current situation. The presentation also includes a risk assessment, a crisis management algorithm, information on the response procedure and distribution of roles in the team, and rules for issuing information messages. MAINSTREAM's approach to strategic planning involves gradual and systematic reputation management to build sustainable brands and help achieve the company's business goals. All of this is reflected in the finished strategy.

Fundraising for a charity foundation requires careful preparation, especially in the US and Canada, and when it comes to the needs of Ukrainian children in 2022. Due to the increase in charitable offices and their activity, it is difficult for an organisation new to these areas to break into the information field. Moreover, Americans and Canadians demand quality communication and are reluctant to trust those who ask for money.

It is not the first time MAINSTREAM has faced such a challenge. For our client, the SAVE UKRAINE charitable foundation, we proposed a solution: to develop creative ideas that would explain the product concept to audiences through a series of information campaigns.

First of all, the agency team studied the mentality of North Americans. Both research and live communication helped us in this. We discovered the audience's attitude and motives for supporting Ukraine. It turned out that regardless of the continent, people are united by parental feelings towards children, the desire for the triumph of justice and the victory of good over evil.

We also helped the client to rethink their product, choose a name, and determine functional and conceptual value. This is how LifePack for Children came to be — a backpack that provides physical and emotional comfort to a child during the evacuation from dangerous areas. In addition, we decided on the fundamental idea of the product and proposed two information campaigns.

The idea of the first campaign was developed considering the holidays and is relevant for collecting donations during the New Year and Christmas. With the help of digital tools, we talk about the problem that the foundation solves and motivate the audience to join the fundraising.

The idea of the second information campaign focuses on building knowledge and reveals the product with the help of storytelling — real children's stories. We added media support to digital tools in the form of publications, special projects in mass media, and cooperation with opinion leaders. The campaign’s central idea was the image of the future heroes that the saved Ukrainian children would become — outstanding doctors, teachers, inventors and defenders.

As a result of the work of the MAINSTREAM team, the client received a ready-made action plan and a system that can be used to evaluate the effectiveness of implemented communication. You can support future Ukrainian heroes on the page of the SAVE UKRAINE foundation.

The All-Ukrainian Youth Forum "Derzhavotvorecz: Youth on the Guard of Change" is a platform that brings together conscious and active youth and experienced statesmen to jointly participate in the processes of reforming and modernizing Ukraine. 

Ukrainian government officials, prominent entrepreneurs, journalists and volunteers, together with students from across the country, discussed opportunities for youth fulfillment in Ukraine. The event took place on July 22, 2023, at the Parkovy Exhibition and Convention Center and brought together more than 800 participants from 22 regions. The Forum was organized by the Ministry of Youth and Sports of Ukraine and the Kyiv School of Public Administration named after Serhiy Nyzhnyi.

As a PR partner of the forum, the MAINSTREAM team had to create an information context for active youth to join the public sector. It also had to draw attention to the value of young people's contribution to the restoration and development of Ukraine. A separate topic of communication was the announcement of the selection for the educational course "Derzhavotvorecz: Changes are Possible".

MAINSTREAM specialists prepared informational materials and organized communication with media representatives to cover the event and provide comments from the speakers. The agency's content team created a separate package of information messages for further distribution in social networks.

As a result, we received dozens of media publications. More importantly, the MAINSTREAM team assisted the Forum organizers in their efforts to engage young talent in the development of Ukraine. Hundreds of students from all over the country learned about study, internship and employment opportunities.

The online event is a format for interacting with audiences that has gained a foothold during the pandemic. Without leaving home, anyone can have a powerful experience, discover a new culture and have a great time. We have managed to unite Ukrainians around European cinema art during the online festival of European cinema EUFF 2021, initiated by the EU Delegation to Ukraine. 

The MAINSTREAM project team has developed a new platform for the festival. It perfectly resembled popular streaming services and looked like an online cinema. 

The audience felt part of eight European countries and watched movies in French, German, Hungarian, Romanian, Latvian, Finnish and even the rare Galician language with Ukrainian subtitles. Moreover, they got acquainted with the films of European directors-participants of world-famous film festivals in Cannes, Toronto, Gothenburg, the American Independent Film Festival, Sundance, and others.

Films on the website were available in two clicks with subtitles in five languages - Ukrainian, Russian, English, French and Spanish. Besides, we organized additional activities for the festival guests: discussion with professional film critics and a quiz with a chance to win prizes. 

For the maximum outreach, we used social networks, created a creative newsletter for influencers and ran a huge media campaign. The Ministry of Culture and Information Policy of Ukraine supported EUFF 2021. 

As a result, more than 6,600 unique users visited the website in one week, and more than a thousand people became participants of the festival programme. The coverage of the project reached around 900,000 people. We received 88 publications, one radio broadcast and released two special media projects. 

A brand platform is like the tip of an iceberg, behind which there is thorough and continued work before the product launch. Together with the CICON App (UK) team, we went through the process of creating and bringing a new brand to international markets.

CICON App is a circular wardrobe concierge. The app connects luxury item owners with a network of trusted service providers who meet the standards of conscious and eco-friendly business. A valuable advantage of the application is that the user can monitor the carbon footprint of their wardrobe.

As part of cooperation with the CICON App team, we developed a full-fledged brand book consisting of three blocks: brand, communication and visual style. The CICON App identity became an organic addition to the brand book. The main challenge of visual communication was to find a balance between technology and sustainable principles in the brand’s DNA. For this, we chose three colours: green, black and white. We also used minimalistic fonts and icons that emphasise the brand's affiliation to the fashion & luxury industry.

The website, built according to UI/UX design principles, reflected the brand’s DNA. We were tasked with creating a website that would contain information for both application users and brand partners. The site should convey the values and philosophy of the CICON App to all stakeholders.

In parallel with the website launch, the MAINSTREAM team worked on developing an SMM strategy and a digital campaign involving influencers.

We conducted an audience analysis, chose communication attributes for the brand, and developed a creative concept, rubrics and topics. The format, creative concept and mechanics were created as part of the digital campaign, and relevant influencers were selected.

"Creating a brand platform is like painting a white sheet of paper. The beginning is a challenge, but the result is always amazing. Together with the CICON App team, we set off on this fundamental path and are creating a brand that already finds its fans in the Australian and UK markets. MAINSTREAM's cooperation with CICON App continues in the field of communication and will gradually develop together with the brand", Oleksandra Kovtunenko, strategic communications manager, says.

MAESTRO Hotel Management is a hotel business management company. Its portfolio includes the best hotels and restaurants in Odesa: M1 Hotel, Alexandrovsky, Villa le Premier and others.

The team of the young MHM brand needed to create a strategy to expand its presence in the Ukrainian market, differ from competitors and build a system for regular communication that will accelerate the achievement of business goals.

The MAINSTREAM team decided to develop a communication strategy. Our approach consisted of three stages: analytics, strategy, and creativity.

The first stage involved an analysis of the market context and information field. In the second, we expanded the understanding of stakeholder groups, developed company positioning, brand promise, Tone of Voice, and other necessary tools to build an integral business reputation.

In the third stage, based on a series of brainstorms, the agency team presented two creative concepts, selected PR tools and promotion channels. An important part was the presentation of unique projects, including the implementation mechanics.

“When working on a project, we strive to achieve synergy between the client’s team and the agency. We conduct a series of strategic sessions to understand the business better. We believe that this approach is beneficial because it allows you to delve into the company and develop creative solutions for business tasks. It also allows the client to see themselves in a new way,” Karima Andreeva, MAINSTREAM’s Strategic Communications Manager, said.

You can learn more about MAINSTREAM’s methodology for creating communication strategies by writing to [email protected].

A strong Employer Brand gives the company value in the eyes of potential and current employees. Therefore, it is necessary for business development and financial stability. According to a LinkedIn report (Global Recruiting Trends 2017), 80% of companies noted the influence of Employer Brand on their ability to attract candidates.

For Terrasoft, working on the employer brand is a permanent part of the business strategy. The company asked MAINSTREAM to do an employer brand external communication project. Goal: to attract qualified candidates for the R&D centre, where more than 20 teams develop and improve the low-code platform and the Creatio product line.

The agency was challenged to increase interest in the company as an employer, ensure regular contact of potential candidates with the brand, and convey the values of the company and the benefits of working in it to the target audience. As a solution, the MAINSTREAM team offered a special project, “Who are you on the R&D planet”, and expert columns from Terrasoft employees.

A special project in an online test format helps the audience understand which direction in R&D is most suitable for the candidate. The design reflects the R&D positions structure in the form of continents, where each "island" represents a separate direction in IT.

After passing the test, the potential employee understands their inclinations and the possible professional development path within Terrasoft more clearly. Apart from a separate landing page on AIN.UA, we strengthened the special project with a promotional campaign on social networks and an email newsletter. The total audience coverage was about 40 thousand users. About 1500 people took the test.

For expert columns, we have chosen topics relevant to the market:
1. Remote work in IT and the career ladder – how to prove your effectiveness and get a promotion?
2. Satellite professions: who are IT companies looking for and hiring, except for programmers?

Terrasoft speakers talked about how to continue building a career and conveying your value to management in a remote work environment. And what professions are in demand in the IT sector of Ukraine, except for technical specialities, and what opportunities are open to candidates.