PR strategy, PR support, Video creativity, Media communication
In 2024, Saint-Gobain launched its first plant in Ukraine — a €11 million investment in the production of Rigips gypsum mixes. The challenge was to ensure wide media coverage of the launch, emphasize the importance of localization and innovation for the Ukrainian market, and prepare the company for potential reputational risks amid wartime conditions.
We developed a holistic PR strategy combining media outreach, crisis preparedness, and visual storytelling.
The campaign’s core focus was to showcase local manufacturing as a key driver of Ukraine’s economic resilience through targeted publications in business and industry media, complemented by the premiere of a brand video. The video served as the emotional heart of the campaign — telling a story not just about the plant itself, but about transforming Ukrainian resources into a European-quality product supporting the nation’s economy. Rather than simply announcing the event, we created a visual narrative centered on investment in trust, stability, and a shared future.
Simultaneously, we prepared crisis communication messages and maintained ongoing monitoring to safeguard the brand against external threats.
60+ publications in leading media and online platforms
1.1+ million contacts with the target audience
Increased brand awareness among local stakeholders and the B2B segment
Confirmation of the company's reputation as a reliable investor in Ukraine
The plant launch became a signature story highlighting Ukrainian resilience and European innovation.
Expertise, flexibility, customer focus — that's us.
HAVAS Red
