What was u.comms tasked with?
To deliver a large-scale communications campaign for the fifth national BTU Soil Health Conference, focused on restoring and preserving the fertility of Ukrainian soils in the context of European integration and the long-term impact of the war.
The key objective was to exceed the client’s registration KPI, attract event partners, and bring the issue of soil preservation to the attention of leading national and industry media.
Promotion strategy and media relations
The u.comms team developed and implemented an integrated PR campaign combining expert thought leadership, TV and radio appearances, partner outreach, and on-site media coordination.
Expert columns and media special projects
The agency secured four organic expert columns by conference speakers in leading Ukrainian media, including Ukrainska Pravda, Ekonomichna Pravda, Yevropeiska Pravda, and Latifundist Media. The publications encouraged audiences to register for the conference and tune in to the livestream.
TV and radio appearances
u.comms arranged a TV appearance for Ihor Bezkaravainyi, Deputy Minister of Economy of Ukraine, on I Am Ukraine as part of the national telethon United News, as well as a radio interview with Professor Yurii Dmytruk on Ukrainian Radio.
Expert columns in leading media
Read: How the full-scale war has affected Ukrainian soils — and whether they can be restored
Read: Safe territories: who clears Ukrainian fields of mines and why certified operators matter
What did the team achieve?
626 registrations
Generated 626 confirmed registrations for the conference, exceeding the client’s target KPI.
45+ media mentions
Secured more than 45 mentions across national and industry media and social media, along with an official event announcement on the Ministry of Agrarian Policy and Food of Ukraine’s website.
52 content pieces
Produced 29 social media posts, 3 Reels, and 20 Stories, supported by two targeted email campaigns.
A consistent focus on expert content and media partnerships helped secure an official agricultural partner for the event and generate 217 direct clicks to the registration form.
