In recent years, many interesting PR campaigns have abounded in Poland. More and more brands use creative ways to reach their audience to build a positive image: both through traditional media, social media and outdoor campaigns. See the most interesting examples of PR activities in Poland recently selected by us!
OLX and “It happened to the best”
“It happened to the best” is a PR campaign of the popular Polish advertising website OLX.pl in cooperation with Polish actors Janusz Chabior and Jan Frycz. Its goal was simple: to spread the word about how not to get fooled by online scammers and prevent money or data from being stolen while shopping online. This video campaign was a continuation of OLX and Janusz Chabior’s collaboration from last year (the previous part was devoted to stigmatising vulgarity on the Internet). A series of short, funny videos quickly circulated the Polish Internet, becoming a viral hit that delighted Internet users. A great way to use your reach to build not only your own image, but also make your customers aware.
Żywiec Zdrój and # DoŻółtegoKosza
# DoŻółtegoKosza is another Polish PR campaign that raised public awareness of a global issue. Żywiec Zdrój (producer of water and beverages), in turn, targeted plastic recycling and waste segregation. As part of the annual program “On the side of nature”, the brand turned advertising poles in Warsaw into yellow baskets for segregating plastic. The entire action was accompanied by the hashtag # DoŻółtegoKosza, which was also used on the Internet. Thanks to such a simple procedure, the brand not only raised ecological awareness, but also emphasised that Żywiec Zdrój beverage bottles can be recycled. A huge plus for incorporating the theme of ecology into the company’s daily communication.
IKEA and “You are the change”
IKEA Polska, can boast one of the best employer branding campaigns of the last few years. The project “You are the change” presented the IKEA brand as an employer who changes the world for the better and is open to employees regardless of their age, gender or origin. In a perfect and simple way, they communicated the company’s values, corporate culture, and recruitment path. The project was accompanied by a spot inspired by the true stories of employees of the Polish branch of IKEA.
mBank and “ęśaćż”
The story of one mBank message can serve as a role model for many brands, on how to get out of a PR mishap. In the summer of 2020, some mBank’s clients received three random push notifications on their phones. One of them contained a series of letters “ęśaćż”. What’s more, the company’s error significantly slowed down the bank’s application, which was met with negative comments from dissatisfied customers. However, instead of hiding the mishap, mBank decided to turn the situation into a joke. The same day, the company published a post on Facebook, temporarily changing the logo to “ęśaćż” and joked that the brand had become a meme for a while. A good example that sometimes even failures can be turned into successes.
PORTA and #KobieceHistorie
The PORTA DRZWI brand makes no secret of the fact that its main target group is women. The latest series on Instagram, operating under the hashtag #KobieceHistorie, is perfect proof that PR activities can simultaneously strengthen brand awareness in your target group and initiate a dialogue with existing customers. As part of the #KobieceHistorie campaign, real women and their stories appear on PORTA’s Instagram. The main topics that are discussed there are: Passion and Environment, Mind, Body and Health, and Style. An interesting way to show the brand by … showing its customers.
If you are looking for a PR agency that has experience in similar campaigns and perfectly knows the Polish reality and consumers, write us a message. We are happy to talk about your expectations and propose a public relations campaign for the Polish market.