Client

The National Public Broadcasting Company of Ukraine (Suspilne) is Ukraine’s largest public broadcaster, producing informational, educational, and entertainment content for broad audiences. The Kolaider project was created to engage younger audiences with modern science-focused content and increase awareness of this new media product.

Challenge 
In a highly competitive environment for capturing the attention of younger audiences and amid rapidly evolving video consumption patterns, the key challenge was to attract users aged 18–33 to a new science-focused media project. The objective was to make educational content relevant and engaging for young digital audiences while building an active community around the project.

Strategy

A performance-focused YouTube strategy was developed with an emphasis on large-scale reach, video views, and audience engagement. A series of video campaigns was launched across YouTube and Google Video Partners, optimized for reach and views to ensure repeated user exposure. Campaign performance was strengthened through continuous optimization of delivery, frequency, and video placement efficiency.

Geo & Audience 
Ukraine (excluding temporarily occupied territories). Men and women aged 18–33.

Impact

The campaign successfully increased Kolaider’s visibility among young digital audiences and demonstrated that science-focused content can effectively compete for user attention in a highly dynamic video environment. Strong engagement levels confirmed the relevance of the content and created a solid foundation for further audience growth.

Result
  • 3.94M impressions delivered 
  • 425.7K video views 
  • VTR: 10.8% 
  • Engagement rate: 13.1%