First Ukrainian International Bank (FUIB): An effective full media mix based on machine-learning technologies

FUIB, one of Ukraine's top 10 banks, used machine-learning techniques to create a successful media planning model for its advertising campaign.

Campaign details

Brand: FUIB (First Ukrainian International Bank)Brand owner: FUIB (First Ukrainian International Bank)Lead agency: OMD Media Direction Ukraine Country: UkraineIndustries: BanksMedia channels: Radio & audio, TelevisionBudget: Up to 500k

Executive summary

We challenged the traditional model of media planning for the Ukrainian market, taking the methodology of machine learning as a basis and forgetting about the traditional indicators of media campaign effectiveness. Business indicators became key for us.

As a result of a radical change in the planning approach, we optimised the cost of the campaign by 14%...

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