Format of the branded content is on the very young stage in Ukraine and it only is starting to grow. That’s caused by relatively young stage of digital as the media channel here and absence of 3G internet.

Due to the Ukrainian law any indirect advertising is identified as sponsorship. And a company which brand is integrated is classified as sponsor. There are restrictions of broadcasting any advertising information about sponsor and its products except legal name and registered trade marks.

But Ukrainina law is flexible and TV channels take risks of deeper integration of brands. And in our project product placement and usage, verbal announcements, branding was integrated.

We made the Ukraine’s first branded show, ‘Start-up show with Nescafe 3in1' on M1, which was owned by Nescafe 3in1. Founders of start-up companies were guests on the show every week and told the stories of their successes and failures and inspired other young people to be brave and creative. The show was six minutes long and ran four times a day, with six hundred unique segments running in all. We also set up a YouTube channel that was updated three times a week and ran supporting digital marketing activity.

Only on TV Nescafe3in1 project covered about 1,2 million people (57%) of brand's audience - youth people from 16 to 24 years old.

Nescafe3in1 regained leadership in the coffee mixes category. The Show contributed 3p.p. in market share. Nescafe’s 3in1s positive mentions in social media increased by 400% during the show’s run and at their peak accounted for 95% of all category comments.