What was u.comms tasked with?
The goal was to distribute information about news, promotions, optimized regional tariffs, and connectivity tips during power outages for the mobile operator lifecell through local Telegram channels, social media communities, and regional media outlets.
Targeted communication and community outreach
The u.comms team implemented targeted communications aimed at specific groups of users across different parts of Ukraine. This involved careful selection and analysis of audiences across regional, city, and district-level platforms.
Why did it work?
People respond better to messages that are relevant to their region or local community. This targeted approach builds greater trust and creates a clearer understanding of the value of the offer.
Operational challenges and how we addressed them
- In-house content formatting: When administrators of smaller channels declined to format the materials themselves, the team took full responsibility for preparing and formatting the posts.
- Flexible planning: When communication with platform administrators was lost, we promptly replaced the channels with alternative placements without disrupting the schedule.
What results did the team achieve?
1.26+ million
Total views of the publications by residents of the targeted regions.
73 publications
Materials successfully placed across dozens of Telegram channels, social media communities, and media outlets.
9 regions
The campaign covered Poltava, Cherkasy, Sumy, Dnipropetrovsk, Kharkiv, Lviv, Rivne, Ivano-Frankivsk, and Khmelnytskyi regions.
2,397 clicks
Targeted clicks from potential and existing subscribers through links to the lifecell website.
“People engage more actively with posts in regional communities than with publications in media outlets. Overall, working with regional communities proved both interesting and productive”
u.comms
