Promotica is an Italian agency with over 20 years of experience in loyalty marketing, executing campaigns for major global brands. In 2024, the agency expanded its operations to Poland. The first major activity on this market was a campaign for the Stokrotka supermarket chain called “Skomponuj swój włoski zestaw” (“Create your Italian set”). It offered Polish customers Pozzi Milano porcelain in exchange for points collected during shopping.
Our aim was to introduce this new brand to the Polish business market, in particular to its potential B2B customers, and at the same time to promote the brand by presenting the loyalty programme it had prepared for Stokrotka. Research shows that 2 out of 3 adult Poles participate in at least one loyalty program.
Our PR material encouraged Stokrotka’s customers to take an interest in the loyalty program while also introducing Promotica to B2B clients who might be open to potential collaborations in loyalty marketing. To familiarise the Polish audience with the brand, we aimed to generate as many PR publications as possible across the largest media outlets. We targeted media from relevant categories like retail, lifestyle, consumer, marketing, business, women’s press, start-ups, and other relevant areas. We also distributed the press release through PAP (the Polish Press Agency) in order to spread the news to key media outlets in Poland that source news updates from this agency.
During the media relations campaign, we successfully generated publications in top-tier media outlets such as Eska in the lifestyle space (to the B2C recipient), as well as Portalspozywczy.pl and Superbiz.se.pl in the business category (targeting B2B audience). The KPI was to secure a minimum of 15 PR publications in Polish media, but we exceeded KPIs, delivering 17 publications, with 12 appearing on domains with 40+ DR.