“Ukrainian City” is an informational platform for finding essential information during the war, as well as a public organization providing humanitarian and military aid. Since March 2022, its primary goal has been to help Ukrainians win the war by offering a fast and convenient way to access useful and up-to-date information on a single platform.
The client approached us with a request to increase brand awareness, highlight the organization’s activities and inform public with relevant and useful information.
At the start of the collaboration, they had LinkedIn account, Telegram channel and a website. We took over full management of their Instagram and Facebook accounts.
Assist Ukrainians by providing useful, up-to-date information.
Showcase the project’s activities, with a focus on supporting the military and raising public awareness about the importance of volunteering.
Posts/Reels: 8–12 per month; Stories: 60–80 per month.
Low brand awareness of the organization on social media. Despite active participation in charitable events, Ukrainian City (UC) was known only within limited circles among other organizations and as a resource providing ready-to-use information to help war victims. Official Facebook and Instagram pages were not maintained.
Introducing team members to strengthen the connection with audience.
Discussing relevant topics and answering followers’ questions.
Highlighting collaboration with partners to attract new sponsors.
Showcasing joint initiatives and projects.
Creating videos to increase reach and audience engagement.
Using videos to showcase the organization’s activities and impact.
Due to the high workload within the organization our client often cannot provide materials for new posts or the necessary information on time. This, along with the need to adhere to security measures, makes regular and prompt content posting difficult (from trips to the frontlines, meetings with partners, etc.).
Additionally, among the staff of Ukrainian City, there is no person who could serve as the face of the brand on social media to increase trust. Therefore, we can mostly publish only static content.
Pages are new and initially, there were no followers.
Publishing plan: 4–8 posts/reels per month, 20–40 stories considering that the page is image-focused and the content is mainly based on reports.
The plan is being followed, with an average of 6–9 posts and 50–60 stories per month.
Selection and optimization of social networks: we focused on Instagram and Facebook. For Facebook posts we used cross-posting from Instagram, adapting the format when necessary.
Use of visual materials: a design system was developed for the project taking into account the client’s vision.
Interaction with followers: in addition to content creation, we took the role of responding to messages in Direct and comments increasing brand trust. We also actively used poll buttons, reactions and reposts which boosted audience engagement and activity.
Recommendations for further development: start filming live content with organization members, share more about activities in Stories (in a “here and now” format) and show step-by-step processes (post not only the results but also how they are achieved).
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