Abstract

As Russia amassed thousands of troops and tanks on Ukraine’s border at the end of 2021 and the threat of nuclear war loomed large, Ukraine’s leadership ramped up a distinctly non-physical counter-offensive. President Volodymyr Zelensky and his tech savvy team focused on building a communications machine harnessing social media messaging, marketing savvy and celebrity to fight Russia digitally as well as directly on the battlefield. Never has a sitting president relied so heavily on various social apps to communicate both at home and abroad, and to build Ukraine’s brand. Whether or not this strategy is sustainable amidst a protracted war and short internet attention spans is yet to be seen, but Zelensky has made a case for marketing war that other leaders are sure to follow.

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