NOVA POST
- Media
- Media strategy
- Comprehensive media campaigns
- Campaigns for foreign markets
Campaign goals
Launch of the NovaPost brand in 8 European markets: Poland, Czech Republic, Lithuania, Germany, Romania, Estonia, Latvia, Slovakia.
Challenge
The entry of the Ukrainian postal service into European markets during the war in a very short time.
Solution
From Local to Global. Naturally, it was quickest to work with Ukrainians who went abroad during the war. Initially, all communication was directed solely at them. We utilized digital communication channels, targeting the browser language, as well as databases from mobile operators with customers calling Ukraine, and groups for Ukrainian refugees.
The opening of each branch was accompanied by a localized advertising campaign to ensure that parcels started being sent from day one, allowing the branch to become profitable immediately.
In the initial stage, this was sufficient, but for further stable growth, we needed to reach Ukrainians who had been living in Poland for a long time and had changed their browser language to the local one. We also needed to find students who hadn’t changed their browser language but still had connections back home. Here, programmatic tools and interest settings related to Ukraine came in handy. We also needed to process key queries en masse, not only those related to delivery but also to Ukraine in general, as those interested in Ukraine might send something there.
To accelerate awareness growth, we utilized offline media. We placed advertisements in areas around train stations and airports, in both Polish and Ukrainian.
We also purchased targeted ads on major price comparison sites for entrepreneurs who sell goods abroad, particularly to Ukraine. This was aimed at attracting both Polish and Ukrainian entrepreneurs to use our delivery service and expand their business to Poland.
The rapid business growth sometimes lagged behind the opening of the necessary number of branches, so we launched landing pages with the option to order courier delivery online from any location.
Results
Nova Post currently operates in 8 countries and plans to expand to Hungary by the end of the year.
In Poland, 33 branches have already been opened, and by the end of the year, more than 20 branches will be opened across all countries.
We continuously monitor the number of branded queries and the growth of organic and direct traffic on the novapost.pl website to understand the effectiveness of our communication and the brand’s growth dynamics and customer base.
Additionally, we have set up a Dashboard system on the website, allowing managers in each country to access necessary information for their country and details on the latest advertising activities with a single click.
Over the course of 4 months of active promotion
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89%the level of awareness of Nova Post among Ukrainians in Poland
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35%the level of awareness of Nova Post among Poles in Poland
