Eskimi has been partnering with McCann Group Tashkent, Uzbekistan, since 2020. This collaboration has launched over 70 campaigns involving more than 8 brands. This case study explores the synergies between Eskimi and McCann.
McCann Uzbekistan: An evolving digital landscape
McCann Group Tashkent in Uzbekistan, represents the IPG holding - one of the largest advertising and communications holdings in the world. The company began operating in the Uzbekistan market in 1998 and successfully provides services for the creation and placement of advertising campaigns on a 360-degree basis, both for local and international network clients. “The ability to use network experience and greater local expertise in working with Clients, as well as the desire to be in the trend of ongoing changes in the advertising market, is the key to success in the Agency’s work” - Kamilla Achilova, Digital Manager of McCann Group Tashkent.
Challenges and strategies
McCann Tashkent faces challenges such as limited digital market research, leading to difficulties in accurate audience understanding and campaign strategy. Despite these challenges, Kamilla notes the gradual development of the digital sphere in Uzbekistan. "Digital is the second communication channel after television," she explains, highlighting how digital supports the overall promotion strategy with its unique tools and metrics, giving incremental reach as part of campaigns with the aim of building brand image and brand awareness.
"It is important for the agency to select the right tools - and therefore partners - that will bring maximum efficiency within the framework of the client's request," said Elyar Kaldzhanov, General Director of McCann Group Tashkent.
Eskimi’s role in McCann’s success
Kamilla values Eskimi for several reasons:
- Traffic quality and client service: Eskimi's pixel tracking and proactive client service have maintained campaign efficiency.
- Variety of formats and competitive costs: The flexibility and cost-effectiveness of Eskimi’s formats make it a preferred choice.
- Visibility and awareness: Eskimi's advertising formats, particularly rich media and video formats like VAST and in-banner videos, increase visibility and build awareness.
Achievements and expectations
Eskimi stands out for its highest Video Through Rate (VTR) in video formats and consistently ranks top in visit percentage. "Eskimi has the highest VTR in video," Kamilla remarks, underlining the platform's efficiency.
The collaboration between Eskimi and McCann Group Tashkent shows how strategic partnerships can overcome market challenges and lead to digital advertising success. This partnership fosters digital growth and sets a benchmark for innovative advertising strategies in emerging markets like Uzbekistan.