Client

Naftogaz of Ukraine is Ukraine’s largest state-owned energy company, responsible for the production, transportation, and supply of natural gas, while playing a strategic role in the country’s energy security.

Challenge
Low payment discipline among residential consumers and limited awareness of available digital services and payment options led to a significant increase in debt owed to Naftogaz. The key challenge was to increase customer awareness, encourage the adoption of digital services, and improve payment discipline through a large-scale national communication campaign.

Video
Strategy

A comprehensive digital strategy was developed and implemented to inform Ukrainian consumers about Naftogaz’s digital services and communication initiatives, strengthen brand awareness, and enhance its presence in the digital environment. To achieve these objectives, a multichannel advertising campaign was launched across Google Ads and Facebook Ads, leveraging responsive, static, and GIF banners, as well as social media advertising formats.

Geo & Audience
Ukraine (excluding temporarily occupied territories). Individuals aged 25–54, including residential gas consumers and users of Naftogaz digital services.

Impact

The campaign increased the accessibility and awareness of Naftogaz’s digital services for millions of Ukrainians, strengthening the brand’s role as a key digital touchpoint for residential gas consumers. The communication campaign improved awareness of online payment solutions and supported positive changes in customer payment behavior.

Result
  • Delivered 36.7M+ ad impressions 
  • Reached 14M+ users across Ukraine 
  • Generated 42K+ clicks across all advertising channels 
  • Exceeded planned impression KPIs by 104% 
  • Strengthened the brand’s digital presence among target audiences