MARKETING
I have created over 20 creative marketing campaigns for global brands, merging the brand's needs with insights into the target audience, content demands, current context, and cultural purposes.
These campaigns encompass transnational promotions, broadcast sponsorships, event development and implementation, management, marketing, and media coverage.
To explore my marketing capabilities in detail, I invite you also to check the Portfolio, Media, Events, and Music sections, where you can find implemented examples of creative marketing in action.
Over the course of 5 years, I collaborated with Be--It agency, part of the One Philosophy Group, first as the Head of the Content Creation Lab and later as the Inspiration Officer. My role involved providing the agency with creative workflow solutions and staying updated with the latest global trends.
The list of clients we served includes renowned global brands such as UNICEF and WHO, as well as Sony, Philips, Nokia, HTC, Hasbro, Mary Kay, and many others.
Music became Pepsi's brand territory in the USA in the early 1980s, highlighted by iconic campaigns such as the global promo featuring Michael Jackson. However, in Ukraine, this connection was not clearly established until the recent global campaign, which made the need evident.
In 2013, I was invited to outline a transnational campaign and develop a concept to enhance Pepsi's brand among the young audience, with music as a key component.
The proposed solution involved organizing an online contest for new and promising indie artists, followed by managing 16 regional concerts throughout the summer. The band Hardkiss was presented as the next big act, with the regional winners coming together for a gala show in Kyiv to determine the ultimate contest winners.
This initiative successfully fulfilled Pepsi's brand mission to support all stages of the contest. It introduced a new product, established communication with a new audience, and reestablished music as an integral part of the brand's territory.
Marco Cervetti is an Italian chef who joined the Fozzy Group and became a brand ambassador for the Silpo supermarket chain. I had to develop his social media content strategy, harnessing his charisma and cooking talent across communication channels.
Following 'La Vida en Verde' motto, the team of Marco has increased audience in social media up to 10 times.
In the beginning of the 2010s, Miller established itself as a global leader in the realms of nightlife, trends, and coolhunting. In Ukraine, the brand sought a trendsetter with a global perspective and strong local roots, and I had the privilege of becoming one of the first paid content creators in social media.
The task at hand was to create an online community M-People, and curate a daily content plan that covered upscale, up-to-date, tongue-in-cheek, and exceptionally cool topics for discussion. Additionally, a series of parties were initiated, and I was responsible for promoting the line-ups, inviting Ukrainian DJs and celebrities to create 55 music compilations and mixes in alignment with the brand's mission.
Throughout the project's duration of three active years, it consistently excelled and remained top-notch.
