Research
Qualitative research to identify the audience’s functional and emotional needs.
PIK.PRO.
Building the brand and communication strategy
A revolution in construction
Why PIK created its own construction Uber
The task: develop the positioning and launch strategy for a new digital platform from PIK Group.
PIK.PRO connects developers and skilled workers directly. Workers receive tasks through a mobile app, without foremen; quality-control engineers check the completed work.
Workers operate under service contracts as self-employed professionals or individual entrepreneurs. Income depends on completed tasks, without a fixed ceiling: more tasks mean more earnings. This model increased earnings, improved finishing quality and brought work into a legal framework.
The main challenge was to build awareness of the advantages of PIK.PRO and earn workers’ trust.
Work stages
Brand platform
Define the brand’s character, values and positioning.
Visual identity
Create the identity for external communications, website and promotional materials.
Communication strategy
Develop and launch campaigns. Manage online reputation, launch social channels and creator partnerships to recruit workers and build awareness.
Research
What qualitative audience research revealed
With research agency Radost Ponimaniya, we studied the rational and emotional needs of workers in Moscow and the surrounding region. The study involved 37 workers of different trades, ages and social backgrounds.
Four main problems emerged:
- Disorder in the industry: deception, undeclared income and unpaid work.
- Lack of stability.
- Unfairly low rates.
- Low status of the profession.
Brand platform
The values behind the brand
Workers are neither PIK customers nor employees: they are platform users. We therefore separated the brand from the parent company and developed a distinct visual identity.
Motivation territories: vocation, safety and control.
To distinguish the platform from traditional construction work, we chose a progressive, digital, confident and honest brand character.
Positioning: PIK.PRO is a revolutionary platform for working in construction.
Visual identity
What a revolutionary platform looks like
The logo expresses confidence and a digital character through angular lettering and the platform beneath it. The brand colour communicates progress and safety.
www.pik.pro
The company website expresses the brand’s character, lets workers estimate their earnings and makes it easy to join the platform.
Communication strategy
Three core principles
Trust as the central value
Real PIK.PRO workers became the heroes of the campaigns. In a series of documentary films, they shared their experience and explained the platform’s advantages and working model.
We included the heroes’ real social accounts below the videos so viewers could contact them directly.
PIK.PRO worker review: carpenter Vyacheslav Korotkov
Honesty as the best policy
To explain the working model, we followed a real worker for one day. He showed how to receive tasks on a smartphone, work without a foreman and track earnings in the app.
One day working with PIK.PRO
A digital model with clear advantages
Facts and data explained why this model was more convenient and safer than working in informal crews.
PIK.PRO: how a finishing specialist can work independently and earn a high declared income
Social media
Recruiting workers through content marketing
The social channels were created to recruit workers through content and provide a reliable feedback channel. The blog built awareness, explained product benefits and news, and strengthened loyalty.
The audience included existing PIK.PRO users and workers in Moscow, the surrounding region and nearby areas. After engaging with the content, a worker should understand PIK.PRO, view the brand positively and recommend the platform to others.
Results after 1.5 months:
- 40% of leads came from promoted posts.
- 2,000+ workers joined organically, without a follower-acquisition budget.
- The second most active worker communication channel, receiving 50+ inquiries every day.
Creator partnerships
Recruiting through opinion leaders
As an additional channel, we tested creators who discussed different ways of working.
- 48,000 views.
- 3,200 likes and 177 dislikes.
- 3,453 clicks on the description link.
- 340 leads.
- CPL: ₽400.
A full day with Vyacheslav, who had worked with PIK.PRO for a year. His Facebook profile was included in the original video description.
Reputation management
Addressing negative feedback and building a positive employer image
We responded to negative reviews on available review platforms and encouraged real workers to share honest reviews without payment. Over three months, the online perception of PIK.PRO improved.
Top ten results for “PIK.PRO reviews”: Google — 2 positive and 8 neutral; Yandex — 7 positive and 3 neutral.
Onboarding refusals caused by negative reviews fell fivefold.
