How We Turned Superstitions into Birthday Bonuses for PUMB
- Creative idea
- Communication strategy
- SMM & Influencers
- Influencer marketing
- Ambassadorship
Context
PUMB was celebrating the 7th anniversary of its mobile app — and it was more than just a technical milestone. It was an opportunity to remind audiences that banking can be convenient, accessible, and even fun.
So for the campaign, together with BigWig, we combined cultural insights, humor, and influencer marketing into one communication platform.
Challenge
The campaign had a clear business objective: attract new users to install the app and open their first card, while encouraging existing clients to engage with the referral program.
The challenge was to turn a typical banking promotion into engaging, emotionally driven content that would naturally resonate with influencer audiences.
Idea
Ukrainians have a rich culture of superstitions and signs. A black cat crossing your path, a broken mirror, a dropped spoon — these little rituals are deeply rooted in everyday humor and self-irony.
We took this cultural insight and turned it into an advantage for both PUMB and its customers: now every “sign from destiny” meant good luck and a reward.
This led to the idea of a празднична коробка? Wait translate naturally: a special birthday box designed as the app icon. Inside, users found an oversized playful symbol of a superstition — each one unlocking a special bonus for the customer according to our own rules.
Execution
The influencer direction was developed together with BigWig. To keep the campaign authentic, each creator received custom-made props and built their own storyline around them — without rigid scripts, but within one unified creative idea.
One of the activations featured a “tarot reading” by Dasha Astafieva. She unboxed the package, revealed card after card, and “discovered her fate”: a 200 UAH bonus and a chance to win an iPhone 17. With predictions like these, believing in signs suddenly felt very tempting.
Influencer content was distributed across Instagram, TikTok, YouTube, Facebook, and Twitch through Reels, videos, and Stories formats.
The campaign mechanics combined two incentives at once:
— for new users: a 200 UAH bonus for opening their first card in the app;
— for existing customers: 500 UAH for a credit card application or 200 UAH for a regular card via a referral link, plus automatic entry into weekly smartphone giveaways.
Results
The campaign transformed a banking offer and a brand anniversary into an entertainment-driven format that naturally blended into influencer content.
Instead of standard promotional messaging, audiences got stories people actually wanted to watch, engage with, and share.
