Influencer marketing campaigns in Poland – why is it worth it?
Updated: Dec 28, 2020
Influencer marketing has been developing for several years since it started to be such a powerful source for marketers to collect leads and build brand awareness. Influencer marketing in Poland is regularly developing expressively, bringing to the brands both financial and image profits. Why is it worth to run such campaign with Polish influencers?
An influencer that is well-matched to the campaign and the brand's philosophy, as well as an attractive, creative idea, can provide a big buzz. Especially if the advertisement contains the person currently on top. Such a campaign is the number one topic, not only for the marketers, but also the public - fans of influencers and a wide range of other people that can be potential customers. This was the case of cooperation between the clothing brand NA-KD and Polish celebrity – Julia Wieniawa.
The brand proposed her to create her own signed collection. Wieniawa also appeared as a model in the promotional photoshoot and advertising video. The whole campaign was targeted at the Polish client – a young, modern woman. Right after the outbreak of publicity, the Polish fashion section on YouTube was all about reviewing clothes from the collection.
Precise access to the target group
Influencer marketing gives excellent opportunities to reach recipients precisely. We can define the audience in the case of cooperation with the Polish influencers from one specific niche, who direct their content individually to a specific target group. Online health food shop BioIndygo cooperates with specific, niche YouTubers for a long time. One of many examples is Polish influencer Karolina Sobańska, who shares her eating habits and vegan recipes with her audience. The brand sends her boxes with its products, she reviews them on her channel, giving her audience a special discount from the store:
Make-up and beauty niche looks pretty the same. Many brands, both Polish and foreign, bet on collaborations with YouTubers focused on the beauty world. Here is one of the examples:
Reach to Z Generation
This is a particularly important factor for brands that target young Polish customers. Generation Z (people born after 1995) react to advertising messages in a totally different way than older generations. They spend a lot of time on social media, so it can be the best platform to reach them. However, it is relevant to remember that they are much more sensitive and advertising-resistant. They also use media differently.
Due to those facts, the great idea for the campaign directed to Polish teenagers may be an influencer marketing campaign. We see more and more teenage stars and influencers, followed by thousands of young Poles. Persona well-matched to the philosophy of the brand and creation the campaign perfectly fitted to the audience can be the recipe for the success (impossible to fulfill by traditional ad). This is also a great way to expand your current target to younger customers.
This is exactly what 4F clothing brand achieved by cooperation with Polish influencer littlemooonster96.
The ability to measure the effects of a campaign
Is it possible to measure the influencer marketing campaign results, or is it just a myth? This is probably the most common doubt we encounter when considering the actual effectiveness of those activities. Here is the answer: well-designed (from the very beginning) campaign with previous estimations, sufficient budget and precisely defined the target group, and requirements for the influencer is easy to measure. A helpful way to measure the results can be, for example, discount codes that influencer gives to his audience with sponsored content. By using them, the brand can monitor, how many people actually made a purchase using the code from a particular influencer. That is what fashion brand Karko did in cooperation with Polish influencer – YouTuber TheOleskaaa, giving her viewers a 15% discount on clothes:
So, answering the question, if it is worth running influencer marketing campaigns in Poland - of course, it is! Poles (especially young) spend more and more time on the Internet, leaving the television and other media far behind. This type of marketing should be definitely considered by all brands targeting the Polish young generation – people that make many purchasing decisions via the internet and under the influence of people they follow. However, you have to remember that influencer alone is not enough. The campaign must be engaging and attractive to potential customers, well-targeted, and all the effects should be measured.
If you need someone who specializes in Influencer marketing in Poland, feel free to contact us by mail hello@awesomePRgirls.com. We are boutique Polish PR agency always ready to help your brand.