Brandcom credentials

brandcom
Public Relations Agency

Agency’s Credentials

“
Brandcom – is the team inspired by creativity and interesting
communication projects entrusted to us by our Clients. It is a team
of professionals where quality and constant development is a daily
standard. Brandcom – is a team that I personally love and our clients
respect. Brandcom – is the team, ready to work for you starting
today!
Iryna Petriv

[ Contents ]

4-5 6-7 8 9-13
About us Team Expertise Services

14-17 18-19 20-65
3

Cooperation Clients Projects

Why Brandcom?

Brandcom brand & corporate communications agency
[ Unique experience of media relations
and tight connections with key media of
Ukraine ensures qualified development
and implementation of non-standard
projects

[ Unique experience of development
and implementation of integrated

Brandcom/
projects with national coverage

[ Successful experience in new me-
dia, pool of active profiles in social net-
works, connections with TOP Ukrainian
bloggers

B randcom agency was established in 2007 by experts in the field of indirect
communications.
Agency has experience of large-scale communication projects:
• national program “Ukraine is a heart of Europe” by Kyivstar company, dedicated to Eurovision
Song Contest 2005;
• national program “Your country. Your football. Your Kyivstar”, dedicated to support of World
Cup 2006;
• unique program “Rexona. You are a superwoman!”, dedicated to Rexona deodorant product
support;
• national Quest “Samsung Galaxy Quest: World with no limits”, dedicated to Samsung Galaxy
S II smartphone launch;
• national charity program «Together We Win» by Kyivstar company.
Brandcom provides full-scale services in the field of public relations: from strategic consultancy
to implementation of effective PR programs.
In 4 years of its functioning, Brandcom has implemented more than 70 communication
projects for leaders of the Ukrainian market.

Iryna Petriv Artem Kolesnyk
Managing Director Partner
Education: University of “Kyiv- Education: University of “Kyiv-
Mohyla Academy”, MA in Mohyla Academy”, History of
Journalism Philosophy;
Professional background: 8 Taras Shevchenko National
years experience in PR University of Kyiv, Journalism;
Clients: Kyivstar, Samsung, Central European University,
Nokia, Soyuz-Viktan, Gillette, Budapest, MA in Philosophy
Unilever, Eurocar, BBH, Professional background: 11
Vitmark years experience in PR & GR
Hobbies: football, tennis, books Hobbies: travelling
/Team

Marina Dadinova Olga Filipenko
Client Service Business
Director Development
Director
Education: National Academy
of Management, Marketing Education: International
Professional background: Christian University, Kyiv-
7 years experience of Vienna, Management;
Marketing Communications Chartered Institute of PR,
Clients: Kyivstar, Unilever, London, PR
Gillette, Suntrade, SHAKE, Professional background: 7
Alef, Samsung years project management
Hobbies: children, history of experience for Roche, Coca-

2
6
art, travelling cola, Alfa-Bank, I-box
Clients: Kyivstar, Djuice,
Samsung, iStore
Hobbies: ballet

[ our team
brandcom Bukreev
Danil

Aleksandr
Kucherenko
Oksana Kirill Igor
Anastasiya
Guzova

Ovsyannikova Tereshchenko Melnikov

Denisyeva
Moiseeva
Viktoriya

Evgeniya
Kukhtik

Iryna Maksim Stanislava

Elena
Chalenko Lipinskiy Padalka

7

Expertise/
3 [ Telecommunications ]
[ IT and audio-video ]
[ FMCG ]
[ Sports ]
[ Cars ]
[ Public organizations ]
[ Show business and book publishing ]
[ Banks and insurance companies ]
[ Advertising and consulting agencies ]

8

Strong

reputation We build reputation

1
4
Corporate PR/
1. Reputation audit
2. Strategic planning and implementation of PR campaigns
. Development of communication programs
3
4. Development of CSR programs
. Development of internal PR programs
5
. Creation and support of informational sources (TV and
10 6radio programs, internet resources, print editions)
7. Special events

4
2
Brand PR/
Organization of special events aimed to boost
1brand reputation
.

Informational and educational campaigns in
2.media
3.communications support marketing
PR programs to

. Management of sponsorship projects
4
5. Celebrity marketing, work with opinion leaders
. Viral marketing
6
. Digital communications: Internet and mobile
7marketing
11

4 3
Digital
Communications/ 1. Internet audit: reputation online
[Analysis of brand
[ Analysis of promotion tools

. Development of communication strat-
2egy/ correction of existing situation:
[ Choosing communication channels and pro-
motion tools
[ Determining KPIs for efficiency measure

3. Production:interactive design
[Visual and
[ Content copyright
[ Photo and video production
[ Development of promo-sites
[ Online applications

. Promotion:
4 [ Blogs
[ Forums, portals
12 [ Marketing in social networks
[ Promo support
[ Viral marketing

Media Relations/ 44
1. National level:
[ Development of informational occasions and informational messages for media
[ Press events for media: press conferences, round tables, press lunches, press
briefings, press tours
[ Composition and distribution of press releases
[ Media support of brand events in business, specialized and sociopolitical edi-
tions
[ Media monitoring, press clipping composition
[ Placement of image publications and video plots in Internet, print editions, TV
channels
[ Media projects efficiency estimate

2 . Regional level:
[ Strategic partnership with “Reform” network of press clubs in 25 regions of
Ukraine
[ Media support of brand events in regional media, media coverage control
[ Press events for regional media
13
[ Cooperation with opinion leaders in 64 cities of Ukraine
[ Media projects efficiency estimate

1
. Full-scale services:
Determined scale of services
Fixed retainer

2
. Project services:
Agency reward as project fee

3
. Risk management:
Success fees

15

1
5
Cooperation
stages/

. . . . .
1 2 3 4 5
Diagnostics Determination Development Adaptation Implementation
of objectives of solutions of final offer

16

6 . Estimate
of results

7
1
Offline
Projects/

7.1.1. Corporate PR
7.1.2. Brand PR
7.1.3. Special projects with media
7.1.4. Event marketing

21

11 Corporate PR/
7

[ Communicate More With Your Children! ]
1 Client: Kyivstar

2 Geography: national level

3 Task: bring attention to social problem – the gap of
communication between children and parents

22

4 Solution:
[ National research concerning problem of communication between parents and children
[ Art-project in the center of Kyiv
[ Maxi-single “The Warmth of Words” performed by Gaitana – a popular Ukrainian singer
[ Launching family holidays in 21 cities of Ukraine
[ Presentation of songs album for children. Charity gala concert for orphans from all over
Ukraine
[ Digital communication: development of innovative site of the program, work with blogs,
forums, social networks, banner campaign
[ Cooperation with 705 media nationwide

Results:
5
[ Large-scale free coverage:
[ 169 publications in media [ 49 TV plots
[ 370 publications online [ 23 radio programs
[ The level of awareness among Ukrainians – 46%
[ Approval of Kyivstar social initiative – 75% 23

[ Active discussion of social problem – 25%

11 Corporate PR/
7
[ DJUICE Grants ]
1 Client: Kyivstar

Task: develop idea and realize Grants social project for students to
3
popularize brand, modern Ukrainian music and student volunteer
movement in Ukraine

24

4
Solution:
[ Development and implementation of student grants contest
[ Coordination of implementation of student projects and financing social
initiatives of youth for realization of personal projects, dedicated to Ukrainian
music popularization
[ Development of pool of loyal student audience all over Ukraine
[ Development of partner relationship with governmental organizations, regional
and student media

5 Results:
[ Massive free media coverage:
[ 50 print publications in media [ 10 TV plots
[ 337 publications online [ 569 radio programs

[ 5 festivals, 2 concerts, 3 student music record studios and one radio station
have been launched. Special documentary about history of Ukrainian music
has been filmed 25

[ Total coverage – 550 000 people

11 Corporate PR/
7
[ European
1 Client: Eurocar
Auto Culture ]

Task: build up a system of SCR communications, aimed at
3
actualization and informational development of social responsibility
project

26

4
Solution:
Full-scale communication program of social responsibility:
[ Work with opinion leaders about auto culture for topic actualization
[ Educational program: 10 rules of European auto culture
[ Integration into specialized events:
- European Days in Ukraine
- Driver’s Day
- Gathering of young traffic control specialists
[ Special project on Hit FM radio “Young foot-passenger”
[ Development of program web-site
5
Results:
52 000 direct contacts
Free media coverage:
[ 7 TV plots (2 paid out of 7)
[ 8 publications in key automobile media and national socialpolitical
newspapers
27
[ More than 30 publications online

11 Corporate PR/
7
[ KONTI. Round table for experts and
journalists about trans fats ]
1 Client: Кonti


3 Task: ensure informing of mass market about trans fats in
confectionary and share KONTI’s attitude towards it

28

4 Solution:
[ Organization of round table: rent of place, decoration of place
[ Invitation of scientists specialized in food technologies and gastroenterology
[ Generation of public discussion in press about trans fat including in confectionary
[ Development of relations with editors and analytics of specialized editions

5 Results:
[ 21 press publications
[ 5 TV news
[ 38 publications online

29

11 Corporate PR/
7
[ Visit of president of Lithuania in
Lithuanian Fair in NOVUS supermarket ]
1 Client: Novus
2 Geography: Rivne, Rivnenska region
Task: in terms of official visit of the president of Lithuania to
2
Ukraine grant presence of media, and coverage on TV, in press
and Internet

30

3 Solution:
[ Formation of press-kit:
- Composing press-release dedicated to official visit of the president of
Lithuania to Ukraine
- Business reference about NOVUS as an example of successful Lithuanian
project
[ Invitation of 45 key media to the event (TV, press, Internet)

Results:
4
[ 4 publications in press
[ 4 TV plots

31

12 Brand PR/
7
[ Quest “Samsung Galaxy S II:
world with no limits” ]
1 Client: Samsung Electronics Ukraine
Task: introduce of Samsung Galaxy S II smartphone’s functionality
3
to target audience through the unique media project – quest
through 7 Ukrainian cities with massive communication support

32

4 Solution:
[ 4 teams were formed by opinion leaders and media partners representatives
[ Tasks in quest were based on smartphone’s features and Android applications
[ Media partnership with MTV Ukraine, KISS FM, Focus.ua and gagadget.com
[ Educational program in press
[ Recruiting of brand ambassadors

5 Results:
[ Real experience in using smartphone among opinion leaders who share their
impressions among target audience in social networks
[ Unique multimedia (photo, video) Galaxy S II content generated by users and
ready to share online
[ Massive coverage of target audience
33
[ Project «Samsung Galaxy S II: world with no limits» has been included to the
shortlist of PR-projects Contest PRAVDA Awards

12 Brand PR/
7
[ Djuice Goal ]

1 Client: Kyivstar
Task: inform Ukrainian publicity about Ukrainian “Djuice Goal”
3
Football Championship and strengthen Djuice reputation as a brand
that supports sport

34

4 Solution:
Communication program:
[ Extensive coverage in all regions – championship was covered by all
64 cities
[ Information sponsorship: national and regional level
[ Championship website: news and interactive format
[ Media tours on regional stages and national final
[ Active work with fan clubs
[ Celebrity marketing
[ Special project with М1 music channel

5 Results:
[ 369 publications in media
[ 129 radio programs
35
[ 70 TV plots

12 Brand PR/
7
[ Rexona. You are a Superwoman! ]

1 Client: Unilever
Task: generate communication program with special TV project
3
and maximum TA involvement in woman’s brand Rexona deodorant
activities

36

4 Solution:
[ TV program “Rexona. You are a superwoman” on New Channel
[ Rexona team tour among biggest cities of Ukraine
[ On-line diary on tour website www.rexona.ua
[ Advertorials in “Liza” magazine
[ News on popular radio stations
[ Creation of special video “Rexona. You are a superwoman”
[ Distribution of press materials about the program

Results:
5
[ More than 600 000 views of program on New Channel
[ Almost 300 000 radio listeners
[ Free coverage (6 print, 13 online publications)
[ Total website impression – 54 470
[ 5 000 direct contacts
[ The biggest sales boost in the category 37

[ The biggest sales boost in CIS countries

12 Brand PR/
7
[ Samsung LED TV 9000 Integration into
First Charity Gala Auction by Klitschko
Brothers Foundation ]

Task: demonstrate unique combination of high technology and
3
sophisticated design of TV to premium target audience and ensure
maximum direct contacts of TA with Samsung LED TV 9000

38

4 Solution:
Participation in Charity Auction, organized by Klitschko Brothers Foundation:
[ Samsung logo was placed on the press banner, which was used as background in all
communications with media
[ Samsung 3D-zones were equipped in special relaxation zone of the event with
comfortable sofa, attractive girls-hostesses and LED 3D TVs series 9000
[ Hostesses who spoke free Ukrainian, Russian and English languages explained guests
the advantages of 3D TVs manufactured by Samsung and conducted training on how to
use the product
[ Speech of Samsung Electronics in Ukraine CEO addressing guests of the event and
presenting Samsung LED TV 9000 as a charitable contribution to Klitschko Brothers
Foundation

5 Results:
[ 150 most influential and richest people of Ukraine got familiar with the product itself
[ 6 video stories on national TV
39

13 Special media projects/
7

[ DJUICE+DJ.FM=DJUICE MIX ]
Partnership project of DJUICE youth brand with DJFM
96.8 radio station
1 Client: Kyivstar

Task: create popular music project involving young Ukrainian DJs
3
from dmd.djuice.ua portal and music expert Svyatoslav Vakarchuk
(“Okean Elzy”)

40

4 Solution:
[ Creation of separate ranking of DJs on the music portal dmd.djuice.ua in order
to download remixes of songs by “Okean Elzy” band from “Dolce Vita” album
[ Daily “DJUICE MIX” program on DJFM 96.8 radio station
[ Partnership with “Pidyom” program on New Channel (video announcements,
winners present in program air)
[ Daily broadcast of Twishow on Twitter through radio station DJFM 96.8 account
with required hash tag of #djuicemusic
[ Final party at Saxon club with speeches from the winners of the project

Results:
5
[ 22,896 – total contacts
[ 360 unique TwiShow participants
[ 120 Twitter posts with hash tag #djuicemusic and #djuice
[ About 800 guests at final party in Saxon club
41

7
[ Samsung NX10 “Create the World of
Your Imagination!”]
Task: present a new Samsung NX10 camera, initiated on
3
ambitious television project to public

42

4 Solution:
[ Organization of national photo contest
[ Involvement of a professional photographer Dmitry Peretrutov as a member of
contest jury and expert in photography
[ Partnership with “Pidyom” program on New Channel (diaries which cover the
photo competition, awarding the winners during the program)
[ Partnership with “TOP10” magazine (publication about the competition,
support in social media)
[ Special project with 4 regional media (Odessa, Dnepropetrovsk, Lvov, Kharkov):
announcement of photo contest, photo contest publications in media, photo
exhibitions by media in their cities)

Results:
5
[ 12 programs on TV
[ 3 radio programs
[ 68 publications online 43

7
[ 3D cover of “Korrespondent”
magazine ]
Partnership project of Samsung and “Korrespondent”
magazine
1
Client: Samsung Electronics Ukraine
3 Task: popularize 3D technology among TA of
Samsung 3D LED TV - TV that allows conversion of
video from 2D to 3D mode

44

4 Solution:
[ Design of magazine cover by best professional creators of 3D images
[ Design and manufacturing of 3D glasses that let you see the cover in a new
dimension (3D)
[ Promotional support of this magazine on TV, radio, city-lights in Kiev

5 Results:
[ Wide publicity in media
[ Active discussions in social networks
[ Award from “MMR” magazine
[ “Korrespondent” best sold issue of the year
45

7
[ Nokia N93 on “Molodist”
Film Festival ]
1 Client: Nokia
Task: draw attention of the audience to a new multimedia
3
computer N93 by Nokia; demonstrate the possibilities of N93
to shoot and edit video in DVD quality

46

4 Solution:
“I love Kyiv” project - series of films produced by using N93 by young Ukrainian filmmakers
and shown at “Molodist” film festival
[ Sponsorship of “Molodist” international film festival
[ Presentation of “I love Kyiv” series within “Molodist” film festival program
[ Partnership project for readers of “Afisha” magazine

5 Results:
Extensive free media coverage:

First place at International Advertising festival “Silver Mercury” (held in
Moscow) in “Digital Technologies” nomination
47

13

[ Creative Product Placement in Lifestyle
Magazines ]
Task: ensure maximum integration of Samsung products in
3
editorial materials and provide interesting information about them
for consumers

48

4 Solution:
[ Special projects with magazines
[ Attracting celebrities to be product ambassadors
[ Creative photo shoots by famous photographers

Results:
5
[ Publications in popular magazines
[ Partnerships with key editors in media
[ Friendship with most popular Ukrainians

49

14 Event marketing/
7
[ Time to Express Feelings ]

1 Client: Kyiv Jewellery Factory
Task: use series of events associated with romantic relationships
3
(St. Valentine’s Day, 23rd February, 8th March) to draw attention to
jewelry as best gifts for the loved ones

50

4 Solution:
[ Development of creative idea, called “Time to express feelings”, which unites
all these holidays with jewelry from TM «KYUZ» and position it as the best way to
express feelings
[ Development of an integrated communication project: promotional campaign
in 18 cities of Ukraine, promotional website, special promo activities in cinemas,
competition among website visitors, stories about the event on New Channel
[ Sponsorship of “St. Valentine’s Day” movie with Julia Roberts

5 Results:
[ 4 video stories about the event on New Channel
[ 5000 visitors during the event
[ 300 thousand contacts with potential buyers in 18 cities of Ukraine

51

14 Event marketing/
7
[ Opening of Regional Branch
of NOVUS Supermarket ]
1 Client: Novus
2 Geography: Rivne, Rivnenska region
Task: organize press briefing and tour for press a few hours
2
before the official opening of new supermarket in Rivne city

52

3 Solution:
[ Invitation of journalists
[ Preparation of press materials and a script for speakers
[ Moderation of press briefing and creating a plan for excursions in the
supermarket
[ Ensuring media coverage

Results:
4
Media coverage:
[ 2 TV news packages
[ 1 radio program

53

14 Event marketing/
7
[ Juicy Holiday “Day of Health” ]

1 Client: Vitmark Ukraine
2 Geography: Pereiaslav-Khmelnytskyi, Kyiv region
Task: create an entertaining event for children and adults in a sum-
3
mer camp and promote TM “Nash sik”, pay attention of TA to consump-
tion of natural and healthy fruit and vegetables

54

4 Solution:
[ Development of scenario and organization of the event in summer camp
[ Development of gaming activities for children
[ Branding of the area of summer camp
[ Conducting the event where people taste new flavors of natural juices from
TM “Nash sik”
[ Providing the coverage of this project in regional media

5 Results:
Direct contacts of TA with “Nash sik” products

55

7
2
Online
Projects/

57

21 SMM/
7
[ Communication Program for iStore
Retail Network ]
1 Client: iStore Ukraine
3 Task: use the occasion of 35th anniversary of
Apple company to create awareness and confidence
in the iStore brand being the largest network of
branded stores selling Apple products in Ukraine

58

4 Solution:
[ Creating and filling iStore page on Facebook and forming a pool of brand fans
[ Integration into “Pidyom” program on New Channel: a review of new MacBook
Pro and announcement of iPod touch drawing
[ Development of online quiz “Battle for the Macbook Air» on Facebook and
Internet advertising campaign to attract the maximum TA to the game

Results:
5
[ Number of page visitors - 2140 and approximately 8,000 unique contacts
made by campaign
[ Program “Pidyom” broadcast reaching audience - 360,935 people
1230 active players of online quiz “Battle for the Macbook Air»
[ Around 15,000 of covered contacts and increase in users on Facebook page
is by 35% 59

[ Increase in customer base of iStore brand by 14%

22 SMM/
7
[ Appearance of IPad2 in iStore
retail network ]
1 Client: iStore Ukraine
3 Task: draw attention to the official launch of new
iPad2 in iStore retail stores and increase the sales
of new product

60

4 Solution:
[ Announcing the start of sales by thousands of Livejournal bloggers
[ Twitter aggressive campaign
[ Customized application and lottery certificates on Facebook
[ Advertising on Facebook
[ Shopping in iStore with crew of New Channel
[ Photo report on the sales launch in iStore retail stores from popular bloggers

Work with opinion leaders: Test Drive of iPad2 by designers, models, artists, top
managers, DJs, musicians

Results:
5
[ As a result of communication 425 posts have been placed, 395 sources in new media
mentioned the name of the company
[ Reached TA (without Facebook): 110,000 people
[ Coverage of TV audience: 328,842 people
[ Reached TA through Facebook: 18,000 people
[ iPad2 testing by 16 people (specialists in the industry and opinion leaders).
[ Increase of iStore Facebook page visitors by 571 people (for the campaign period) 61

[ Overall audience increase - 7500 people

23 SMM/
7
[ Get in Contact! ]
Livecam and Twitcam broadcast with
Svyatoslav Vakarchuk for young musicians
1 Client: Kyivstar
Task: organize live broadcast with Svyatoslav Vakarchuk in
2
order to establish direct contact with the audience of dmd.
djuice.ua portal

62

3 Solution:
[ Announcement of activity and selection of questions from participants of dmd.
djuice.ua and in social networks - Vkontakte, Twitter, Facebook
[ Using Twitcam in broadcasting on Twitter and Stickam to get integrated into
Facebook
[ Communication in question-answer format in live broadcasts on Twitter and
Facebook

Results:
4
[ Twitcam: 196 - maximum number of simultaneous participants.
Overall broadcast coverage of contacts - 2000,
100 followers added

[ Livecam: 92 - maximum number of simultaneous participants
Overall number of participants who accessed broadcast - 622, 63

Number of covered contacts - about 4000

24 SMM/
7
[ Twitts from London ]

1 Client: Grata Consulting Group
Task: present Max Panfilov - Corporate Business Director of
3
Grata consulting group - as an expert analyst in the field of
economics, business and finance

64

4 Solution:
[ Position Max as a reputable informant from the Ukrainian Investment Summit
held in London
[ Make twitter @maxpanfilov to be constant news feed from the Ukrainian
Investment Summit
[ Bring journalists and editors of Ukraine’s leading business editions to Max
Twitter news feed

Results:
5
[ Increased number of followers for @maxpanfilov by 47% during UIS
[ Growth of followers’ activity on @maxpanfilov increased by 93%
[ Non-paid coverage in key Internet resources on finance and investments – 10
[ Maxim Panfilov comments as an expert were published in 3 print business
magazines
65

66

8 /Feedback
from our
clients

In collaboration with Brandcom agency, “Kyivstar”has successfully implemented
such large-scale and well-known projects as “Ukraine is the heart of Europe” (2005),
dedicated to supporting Eurovision Song Contest in 2005, “Mobile National Team
of Ukraine” (2004) - support of Ukrainian National Olympic team, PR program “Your
Country. Your football. Your “Kyivstar” (2006) - partnership with the national football
team, “Communication for the Future’s Sake” dedicated to the 10th Anniversary of
the company (2007) and “Communicate more with your children” (2008) and others.
The success and good results of these projects were key to successful development
of “Kyivstar” corporate brand in gaining trust of every second Ukrainian.
Zhanna Revnova,
Director of Corporate Communications, “Kyivstar”

Samsung is a market leader in high technologies and sophisticated design.
Working with us requires special skills in effective communications and solving
tasks. Brandcom team demonstrated professionalism, focus on results and financial
transparency.
Konstantin Cherepovskyy,
Head of Brand Marketing and PR, “Samsung Electronics Ukraine”

To develop and implement communication campaigns for iStore retail network
in social media, we have chosen Brandcom Agency, which offered a comprehensive
long-term strategy of communications and a clear implementation plan.
I would like to note the high level of client service and quality of solutions proposed
by the agency team. Completed projects with Brandcom agency - is a confirmation of
professionalism, creativity, teamwork and result-orientation.
Natalia Bahmut, 67
Marketing Manager, “iStore Ukraine”

Liked what
you saw?
Don’t hesitate. Get in touch!
Brandcom
8/14 Velyka Zhytomyrska str., of.8
01034 Ukraine, Kyiv
tel/fax: +380 (44) 279-05-38, 279-05-35
e-mail: info@brandcom.com.ua

Olga Filipenko
Business Development Director
cell. +380 (67) 215-37-05
e-mail: olga.filipenko@brandcom.com.ua

www.brandcom.com.ua

Brandcom credentials

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