How and why Comfy supported Pride Month and what came of it

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The context continued to change: at the end of the year, Ukrainians were convinced that Ukraine would not only survive, but also win and rebuild everything. Maria Nazarenko recalls that throughout this time, she wanted to return to the old Comfy - real, playful, inspiring.

“We decided that in this year, when we communicate so much and talk about how we are going through this together with our clients, we can also joke together.”

Then a series of videos 1000 cell phone number list appeared with the Easter egg of the burning Kremlin. Maria notes that all the videos were well received, despite the fact that the jokes were perhaps a little out of time.

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As we can see, during this time Comfy has done a lot of cool communication. However, the brand also became known thanks to its support for Pride Month, which takes place in June. Comfy supported the event on a large scale: they changed the logos on the website and in social networks, published thematic messages. The brand sought to show that this was done consciously and that Comfy really wanted to talk about it. Why did the company do this?

Firstly, because it is in context and timely. Maria notes that now in Ukraine many have fought, are fighting and, unfortunately, will continue to fight. Because of this, there is a really large group of unprotected people: if something happens to him or his partner, they have no social guarantees at all.

Secondly, the times are gone when a brand must stand aside from anything controversial so as not to offend either side. By involving major brands, it is possible to give loud publicity in support of one position or another.

How did this affect sales? Maria notes that the brand expected hate. Instead, it turned out the opposite: Comfy received a little hate and a big wave of love:

"For us, this means first and foremost that we were not mistaken. Ukrainian society is maturing, and regardless of what position you take, we can discuss it reasonably, calmly, raising the issues that concern us today."

Supporting Pride Month isn't so much about supporting LGBTQ+ people. It's more about inclusive spaces and accessibility: Maria says she's proud of businesses that aren't afraid to engage in conversations about difficult issues.

Creative Marketing Comfy

Surprisingly, the campaign had a positive impact on sales: Comfy's sales and market share have been growing ever since. However, it is always the product that sells first and foremost - if you have a great product, you can be much bolder. With a great product and a clear position, you attract users who then turn into brand-loving customers.

Read also : Marketing in Ukraine during a full-scale war: Kirill Yezhov on consumer needs and expectations, as well as new challenges for brands
On Savings as Part of a Marketing Strategy
So, how to use context correctly? A striking example is "Krash" from Comfy. In the first two months of communication, it gained the knowledge of a third of all clients among the average sample of Ukraine. Why? Because all Ukrainians today are saving in one way or another.

Creative Marketing Comfy

Comfy believes that saving does not mean buying the cheapest. Saving means buying the best for a reasonable price.

"When we were thinking about what to say about the selected products from each category of a particular price segment, we understood the customer's need. The idea of ​​"The Best - TOP for your money" was born very quickly. We are sure that it resonates with customers because it hits their main need," says Maria Nazarenko.

So, what conclusions can we draw? When talking about how to solve business problems in difficult times together with marketing, Maria suggests not rushing to solve problems with all marketing tools. It is important to take a step back, look at your client and assess their physical and emotional state. It is necessary to determine what tasks they are facing, and only then return to the client and help them solve them. Maria Nazarenko is sure that if we all do this, we will have more timely, cool and high-quality advertising.