Communication Strategies of Ukrainian Brands During the Wartime Holiday Period and Their Impact on the Mass Audience: a Case Study Analysis

N. Sanakoyeva, N. Danyliuk

Abstract


Purpose of research. The purpose of the article is to investigate the features of communication campaigns of Ukrainian brands for calendar holidays implemented during the war, analyzing their strategies and tools.

Research methodology. The methodological basis of the study was the works of domestic scientists who studied the features of communication campaigns: V. Korolko, T. Marochko, E. Romata, A. Strelkovska, T. Khimchenko, D. Konyk, T. Dibrova, S. Solntseva, K. Bazherina and foreign authors: A. Baruk, W. Grzegorz, R. Batra, K. Keller, K. Berger, M. Rolof, R. Evoldsen, E. Bernays, R. Owen, P. Humphrey, A. Pratt, A. Weatherford, M. Yadav, Y. Joshi, Z. Rahman. The following approaches were used: comparative-historical, retrospective, situational and analytical. Methods: observational, descriptive, comparative, generalization.

Results. Key approaches used by Ukrainian brands to attract an audience during holiday campaigns were identified. Three cases were analyzed (Vlasny Rahunok Bank, Lvivski Drizdzhi, Aurora Multimarkets) that meet the criteria of all-Ukrainian coverage and relevance in the conditions of a full-scale war. Communication formats and audience attraction mechanisms were identified.

Novelty. The study focuses on the communication strategies of Ukrainian brands in the post-war period, which is a little-studied topic. Trends and practical cases were identified that can serve as a guide for future marketing campaigns in Ukraine.

Practical significance. The findings can be used by marketers, brand managers and PR specialists to plan effective communication campaigns. The study helps to understand which tools work best during the holiday season and how to adapt communications to current socio-economic conditions.

Key words: communication campaigns, marketing, holiday season, brands, Ukraine, digital strategies, customer loyalty.

 


References


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DOI: http://dx.doi.org/10.32840/cpu2219-8741/2025.2(62).13

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