Client

Ukrnafta is Ukraine’s largest oil-producing company and one of the key players in the country’s fuel and energy sector. The company actively implements social and charitable initiatives aimed at supporting Ukrainian military units and strengthening social unity.

Challenge 
Amid a large number of charitable initiatives and constant information overload during wartime, the key challenge was to ensure strong visibility for the fundraising campaign supporting the 13th Brigade of the National Guard of Ukraine, Khartiia. The objective was to maintain audience attention and encourage Ukrainians to actively contribute to the fundraising initiative.

УКРНАФТА × ХАРТІЯ
Strategy

A large-scale omnichannel awareness campaign combining YouTube, Google Display Network, Facebook & Instagram Ads, Telegram, and radio to achieve broad national reach and drive attention to the fundraising initiative.

Geo & Audience 
Ukraine (excluding temporarily occupied territories). Men and women aged 18–64, primarily drivers and active audiences interested in supporting Ukrainian military initiatives..

Impact

The campaign delivered large-scale national reach and attracted the attention of millions of Ukrainians to the fundraising initiative supporting the 13th Brigade of the National Guard of Ukraine, Khartiia. Through a comprehensive omnichannel strategy, the campaign not only significantly exceeded KPI targets but also achieved substantial social impact by raising UAH 100 million in support of Ukrainian military forces.

Result
  • 29.2M+ ad impressions across Google and Meta 
  • 20.8M+ unique users reached 
  • 11.6M+ video views across YouTube and Meta 
  • KPI for selected video campaigns exceeded by 570% 
  • Raised UAH 100 million in support of the 13th Brigade of the National Guard of Ukraine, Khartiia