Sense Bank Brings Back Xmas Spark

«The Light of Fairy Tales». The story of how sense bank and bickerstaff and inseed helped bring back the holiday spirit to Ukrainian families in difficult times. When fairy tales became an instrument of warmth, hope, and magic of Christmas for millions of Ukrainians.

Sense Bank Brings Back Xmas Spark

How Sense Bank Brought Xmas Magic to Ukraine

Context: When fairy tales bring back hope

2024 was a challenging year for every Ukrainian family. People were exhausted by the constant sense of danger. This was especially acute for children, who needed small miracles and the warmth of family holidays. It was at this time that sense bank, together with the Olena Zelenska Foundation, approached us and our partners from bickerstaff with the task of doing something more than just an advertising campaign: to give people a fairy tale, to revive the warmth and comfort in the hearts of Ukrainian families during the Christmas holidays.

That’s how we came up with the Light of Fairy Tales project, which was meant to bring real magic into homes and remind us that even in the darkest times, there is room for light and miracles.

The main goal: to light a holiday light in the hearts of Ukrainians

sense bank sought to advertise its products and create a magical holiday atmosphere by offering support, care, and a sense of support. The main goals were to maximize coverage among Ukrainians, increase brand awareness, and create positive and emotional associations with Sensible Bank during the holiday season.

Target audience – those who need a fairy tale

The fairy tale was for everyone, but we focused on

▪️ Men and women aged 25-54,

▪️ People living in 17 regions of Ukraine, including Kyiv, Lviv, Dnipro, and Odesa,

▪️ Ukrainians interested in finance, online banking, shopping, gastronomy, restaurant culture, and personal finance.

Thus, the potential coverage was more than 4 million Ukrainians.

Strategy.

Initially, we planned to use the Google Display Network, YouTube, and Meta social networks (Facebook, Instagram). Later, we realized that YouTube and social media would allow us to effectively convey emotional and magical stories to people through video format.

The bickerstaff team created videos of 6, 15, and 30 seconds in horizontal and vertical orientation. These videos were more than just advertising—they were little stories that evoked real emotions, encouraging people to go to the landing page and download the fairy tales for family reading. Having prepared a variety of creatives, we maximized the potential of the chosen communication channels and ensured maximum coverage.

A separate project landing page was created, which became a key element of the campaign. It was not just an information page but a place where users could learn more about the initiative, get acquainted with the project’s features, and, most importantly, download specially prepared fairy tales for family entertainment for free, even during blackouts. Thus, the site allowed Ukrainians to create a unique festive atmosphere in their homes and engaged them in interaction with the brand through pleasant and warm emotions.

Campaign results

In an extremely short period, just 11 days, the campaign exceeded all expectations:

▪️ We reached 2,871,235 Ukrainians – 17% more than planned,

▪️ Our videos across all platforms were viewed more than 1.2 million times,

▪️ More than 2,477 Ukrainians went to the project’s page to download the fairy tales,

▪️ On YouTube, the ads had a strong viewership rate of 53.78% (twice as high as the benchmarks).

The campaign received the highest coverage in Kyiv, Lviv, Dnipro, and Odesa, which corresponded to the concentration of the target audience.

Conclusions.

The Light of Fairy Tales project proved that the most effective campaigns convey sincere humanity, warmth, and positive emotions. Even very short but properly focused campaigns can deeply touch people’s hearts and create a significant social impact. This result proves the creative’s relevance and effectiveness and the target audience’s correct targeting.

However, the most important result for us was that we could bring back a piece of holiday magic to Ukrainian families, reminding them that magic is around and that even in difficult times, finding a place for warmth, comfort, and family happiness is essential.

If you have a similar request, please contact us at partnership@inseed.marketing

Learn more about our case studies.

Previuos case

Cognac brand positioning d

Next case

How we helped GLID App attract its first users