In the most competitive season of the year — when the market is overloaded with discounts and special offers — brands need not just to attract attention but to regain audience interest.
Kasta, one of the largest marketplaces in Ukraine, faced exactly this challenge. After several years of limited brand communication, the company needed to rebuild awareness and boost sales during the most intense shopping period — Black Friday.
The multichannel digital campaign not only delivered on its goals but exceeded every KPI — from sales growth to increased brand awareness.
Challenges
Intensifying competition
- Direct competitors stepped up the activity: category-focused players significantly increased their media presence.
- Aggressive market disruption: global competitors like Temu rapidly gained market share through large-scale advertising.
- Vertical competition from vertical players: niche brands boosted their e-commerce activity, increasing overlap across shared audience segments.
Brand refresh required
- A prolonged gap in brand communication since 2020 due to a performance-first focus.
- With Black Friday overloaded with promotional offers, the brand needed a message that would stand out
Solution: Launch a brand campaign highlighting Kasta’s unique value proposition — a marketplace where customers get more than discounts; they get real value.
Strategy and Objectives
Internal research showed that the real motivator behind purchases is not the discount itself, but the joy of finding something great for less — that thrill of discovery.
This insight shaped the strategic direction: turning Black Friday into an experience — highlighting Kasta’s strengths, such as fast delivery, cashback, and installment payment options.
Campaign goals
- Triple sales compared to Black Friday 2023
- Achieve +10 p.p. brand awareness lift (from 40% to 50%)
- Deliver 85 million impressions
- Reach 9 million unique users.
To ensure consistency, communication waves were aligned with promotional cycles and pricing offers.
Implementation
Our team developed the media strategy and managed all digital activities across the integrated campaign. Sequential communication waves strengthened the brand’s presence, making Kasta one of the top choices during peak Black Friday demand.
Tech Stack and Channels
YouTube
- Ad Sequencing: long-form creative first, followed by a shorter product-focused edit to build frequency
- TrueView for Reach: cost-efficient expansion across priority audiences
- Retargeting: In-Stream ads for existing users, Bumper Ads to re-engage viewers who had already seen the primary creative
DV360
- Display campaigns and varied creative formats designed to boost brand awareness
Local digital platforms
- Megogo: integration into free-to-watch content
- Fusify: cutting-edge Mobile Brander placements
Results
We outperformed every target:
- Sales: +3.5× vs. Black Friday 2023
- Brand awareness: +11 p.p.
- Impressions: +17%
- Reach: +32%
The case proved that an insight-driven digital campaign can strengthen a brand’s position even in an oversaturated environment.
Kasta restored brand visibility and achieved significant sales growth during the most competitive season.
Team involved in the project:
Kasta:
- Valeriia Troshchylo, Head of Brand
- Inna Demydenko, CMO
- Anton Sokurenko, Head of Digital
MixDigital:
- Marharyta Tkachuk, Account Manager
- Alina Zalyubovska, Media Planning Team Lead
- Anna Ovdiii, Media Planner
- Anastasiia Shkliar, Media Buying Group Head
Let’s build a digital campaign that drives real results.
