Initially it was B2C project, as the film was created for people. But when the leading TV channel of Ukraine released their own documentary on the same topic, we changed the strategy and decided to focus on B2B. Our key audience was media, their chief editors and journalists. Only with their help we were able to compete with the big TV channel and promote independent documentary.

That's why we used Facebook page of the deceased minister tagging our audience as the starting point of the project.

Ukraine. A helicopter carrying top officials from the Ministry of Internal Affairs of Ukraine crashed in 2023 near Kyiv. Minister Denys Monastyrsky was among the deceased.

He was a forward-thinking minister who wanted to change the country and took unorthodox and highly effective actions at the start of the Russian attack. His personality was meaningful for the country and citizens during the war.

Minister’s friends raised funds and created and independent documentary telling the story of the man.

Our task was to make sure that everyone watched the independent documentary telling the story of the minister.

When we were ready to go live with the promo campaign something unexpected happened: the leading national TV channel released its film about the late minister. In order to be competitive, we had to rethink our launch strategy in favor of non-traditional, unexpected approaches and re-focus for B2B.

The idea was to create a buzz among media in order to generate organic announcement for the release of the documentary. We decided that if we use the deceased minister's Facebook page, it can help us provocatively break through the informational clutter and intrigue media.

1) Thanks to support of the late Minister’s family, we used his Facebook page to make an announcement about the premiere date. The account which has been silent for a year since the tragedy, went online and tagged government officials and top media.

2) We turned top government officials into the film promoters which generated media interest.

3) We chose the anniversary of the tragedy as the movie premiere date. The public were most receptive and the media covered the event organically.

We produced a trailer, set up social media accounts (Facebook, Instagram, YouTube, TikTok), created set of shorts with key state officials talking about the film, distributed announcement among the key media, tagged key media from deceased minister's Facebook page, organized pre-released screening for mass media and influencers and went online in YouTube.

The campaign was run during Dec 2023 and Jan 2024.

The media investments were linked to promo in social media only on a level of just 2 thousand US dollars.

On top of the traditional announcement distributed in top 99 media including the TV news and buzz in social media, the promo campaign resulted in 10 largest national TV channels showing the film besides YouTube that was the only channel planned originally. TV channels asked us for the film to air.

Thanks to B2B strategy the overall promo reach came to 6.5 million views which is every fifth Ukrainian citizen.