Task
ONDO is an electricity supplier. We built the brand's Instagram from scratch in a category where nobody thinks about the supplier unless something goes wrong. The task: talk to customers like people, through emotional content rather than tariffs and invoices.
What we did
Results
“We started talking to customers like humans, and people responded. Reach grew, and comments got warmer than ever in the utilities space.”
What we did
We shifted the message to a brand about life, not utilities. We created Ondokit, an animated cat from the Kherson region in the style of Simon's Cat, who explains complicated things through humor. We shot video series with real local businesses to show what electricity means in everyday life through human stories. We launched collaborations with micro-influencers (an endocrinologist, lifestyle bloggers) with native, unscripted integrations.
Approach and results
Over about eight months of work (the page launched in February 2026), followers grew to 2,300+. In months 1–2 the account had ~200 followers; by month 4, after Ondokit appeared, a collaboration with the Ye bookstore and the videos with local businesses, it had 800+ and ad CTR reached 10% in some regions. In August, a series of educational videos (air conditioner, PlayStation, quiz) and banners in a new format delivered 150,000 monthly reach and a 2.5% engagement rate. Customers began to recognize ONDO as their own supplier, meter readings submitted online through the bot and the customer account grew, and local content and collaborations built an organic presence in 7 regions.