Description

Challenge:

Our primary challenge was to adapt a Western European brand strategy, "Everyone gets more," which felt distant and out of touch with the drastically different realities of our markets. In Ukraine — a nation defined by a wartime reality and a need for security—and in Kazakhstan, a fast-growing market driven by pragmatic ambition, this promise needed a profound transformation. The core task was to make this distant promise tangible and effective. We had to preserve the emotional ambition of the "Everyone gets more" idea, but to ground it in the practical realities of our users to drive results across four distinct, highly rational categories (OLX Real Estate, OLX Jobs, OLX Goods, OLX Services).

Solution:

We realized people in our markets don't seek an abstract “more”; they seek actual progress — a problem solved, a step forward. This insight led us to create not a slogan, but an engine of adaptation: the flexible formula "Everything you’re looking for, and…"

To bring the strategy to life, we built an integrated architecture of influence:

— Igniting the Heart: Big, emotional stories on TV and OLV established the brand's new, relevant emotional role and built trust.

— Guiding the Hand: A vast ecosystem of short, rational assets — from digital videos to city billboards — converted this emotion into action by delivering clear, rational proof-points.

And we went further, embedding the brand into the very fabric of daily life. Sponsorships with top-rated TV shows brought us into cultural conversations.

Radio ads reached people during their daily commutes. And non-standard formats in subways and supermarkets made our promise impossible to miss during everyday routines.

This multi-layered system, comprising over 67 unique videos and hundreds of other creative materials, went live this summer and works as a single, seamless mechanism across all channels.

Outcomes:

The adaptation proved remarkably effective, delivering immediate business impact and reversing negative trends.

Early results confirm the system's success across different markets and categories:

— A 19-Point Turnaround in Kazakhstan: In the Jobs category, the campaign reversed a steep -16% pre-campaign decline in Monthly Active Users (YoY) into +3% growth.

— Accelerated Progress in Ukraine: The Jobs category saw a +15% increase in Daily Active Users and a massive +31% surge in successful user actions (YoY).

Immediate Impact on Real Estate: In its launch month alone, the Real Estate category in Ukraine achieved +8% growth in Daily Active Users and +7% in successful actions (YoY).

Ultimately, we proved that a global strategy, when re-engineered through the lens of local human needs, becomes a powerful and authentic engine for growth.

Campaign period - 14/04/2025 - ongoing

Credits

OLX Kazakhstan:
Senior brand manager: Anna Sevastianova

OLX Ukraine:
E-com Marketing Director OLX Europe: Andriy Vasyliev
Senior marketing manager: Olha Penkovska
Senior brand manager of OLX Real Estate Ukraine & Central Asia: Yuliia Kozar
Senior brand manager of OLX Jobs Ukraine: Karyna Arushanyan

TOBEDONE Agency:
Creative director: Mira Chinar
Senior Copywriter: Danylo Tertychnyi
Senior Copywriter: Alina Herasymchuk
Account manager: Olha Turovska
Designer: Slava Kobzenko

Productions:
WAVES Production Kazakhstan
NOSTARS Ukraine
ADJE Ukraine