Challenge

Since 2022, around 7 million Ukrainians have left the country, and their connection to Ukraine has begun to weaken. In 2023, Nova Post opened new branches in Poland and Germany. The company faced two new challenges: encouraging Ukrainians abroad to use its delivery services and strengthening the emotional connection to the brand both among Ukrainian refugees and within Ukraine.

Who else but Nova Poshta, No. 1 lovemark, could inspire Ukrainians to new victories?

Idea

In 2024, Ukrainians needed to rediscover their energy and motivation. This need led us to a key insight: Ukraine’s victory is built from millions of small personal victories of its people. We invited Ukrainians to share their achievements by asking them just one question: “What is your victory story?” Elina Svitolina became the project’s ambassador, dedicating her victories to her home country. Her image inspired the creation of a red tennis ball with Elina’s signature. It became the symbol of the campaign and a gift for all participants, which they could pick up at Nova Post branches.

Ukraine’s great victory is built from millions of small personal victories of every Ukrainian.

Credits
& Outcome

60,000 unique victory stories
55M people reached
1,260,000 views on TikTok
80% of stories from European countries came from new users
+28% growth in new customers at the branches
54% reactivation of existing customers

Former CRMO of Nova Post: Olena Plakhova
Director of the Corporate Social Responsibility Department at Nova Post: Olena Umerenko
Idea Owner: Yaroslav Vedmid
Account Manager: Daria Varenyk
Creative Director: Anna Seniuk
Creative Copywriter: Daria Tarasevich
Art Director: Iryna Pavlova
Designer: Oleksandra Bosa
Producer: Olga Mykhalets
Sound Designer: Igor Bondarenko
DOP: Illia Rieznikov
Editor: Yegor Kadomtsev
Motion Designer: Vladyslav Kalensky
PR Manager: Oksana Solonska
PR Manager: Sofiia Mazur